BACKGROUND
This project was for clients in the B2B content and HR consulting industries. The goal was to build authority with a specific professional audience in as few words as possible.
For the content and copywriting studio, I wrote a single tweet that names something the target audience already suspects but hasn't quite articulated, opening with the observation before the advice. The result was a post designed to earn follows and saves from marketing practitioners who recognize the truth in it immediately.
For the pay equity consultancy, I wrote a tweet that leads with a counterintuitive claim and earns it in two lines, using the specificity of "unexplained gaps" to make it credible rather than just provocative. The result was a post positioned to build authority with HR and People leaders without softening the point.
