John W. McCoy

B2B Copywriting and Marketing Content

High-Performance B2B Content

Need to Generate Better Leads?
Think like a fly fisher. Know your target species
See more about prospect targeting...
Meet John McCoy, Copywriter…
former musician, sailor, finance rep, trainer, Senior HR Professional, and HR technology consultant…and

fly fisherman, gardener, and bumbling handyman

I became a freelance copywriter after a career in HR technology consulting, so HR tech is what I usually write about.

I suppose I could have tried freelance consulting, but I would rather work in my little cave helping you succeed than jump into the spotlight.

So, if you need marketing copy that gets results, I’ll put your success at the top of my agenda:

  • Marketing campaigns that focus on your unique value and deliver a technically correct message tailored to your buyer’s intent.
  • Web content that speaks directly to your buyer’s needs and presents you as the solution—and starts building relationships.
  • SEO magnets that establish you as an authority in your niche.

My work includes services that prepare you to get results:

  • A buyer persona workshop to make sure you target the right buyer at the right time in their journey.
  • Audits that assess your content SEO strengths and gaps, with specific recommendations for improvement.
  • Suggestions for aligning content to your buyer’s intent.

Do you get frustrated because your potential customers can’t find you?

Do you have trouble creating a unique value proposition that resonates with your ideal buyer?

Do people check you out, then buy from a competitor?

Are you retaining the right customers?

I may have the solution ...

... or perhaps I know who does.

Contact me

Client Feedback

"John was hired as an subject matter expert and copywriter for a client of ours that specialized in HRIS implementation. He helped to strategize titles and craft content that would engage and educate website visitors for this particular client. The client was very pleased with the tone and style of writing, along with the obvious expertise in the field. He spoke the language well. Our blog posts were engaging and increased traffic month over month, and a a couple years later still bring in net new visitors. The best thing about working with John was his reliability. He never missed a deadline, and was very transparent about timing and managing expectations. If you are thinking about hiring John you won't be disappointed!"
~ Kassi Whitman, Account Manager and Digital Marketing Specialist, Stratagon
Insights and Commentary
tacky salesman

Is Your Website Too Professional?

By on July 14, 2018

Working in a retail financing operation a couple of decades ago, I got to know good salespeople in many businesses, from carpets to cars. Each of them had his or her style, but all of them knew and used the familiar techniques of leading the customer down the “road to the sale” and making a […]

Use Lead Magnets to Grow Your Pipeline

Use Lead Magnets to Grow Your Pipeline

By on July 14, 2018

One of the best ways to generate leads is lead magnets—content so valuable your prospects will give you their contact info to get it. Once you establish a relationship, you can then use email and other cost-effective methods to nurture those leads. The most common lead magnets are ebooks, white papers, webinars, and podcasts, but […]

Case Study

How to Get Your Customer to Participate in a Case Study

By on July 14, 2018

People visit your website to answer two questions: Can they…? Will they…? A compelling case study is a powerful sales tool because it answers both questions, and it is a gentle persuader because it doesn’t contain a sales pitch—only proof that you can deliver. It’s not about you In a case study, you are the […]