About Me
Think Big &
perfect the details
With nearly two decades experience working in advertising for Fortune 100 companies, I’ve learned a few things. I’ve seen how big brands build relationships with their customers, and it involves big budgets, big teams, and big, audacious projects.
But you don’t need a six-figure budget to create effective marketing for your business. If there’s one thing the world’s biggest companies do well, it’s nailing the basics with precision and care. And that’s something that’s available to every business, big or small.
I’m Lana Goodrich, a Detroit-based, award-winning copywriter and creative director. I’ve worked for companies from huge, international brands to small, hometown charities, across a variety of mediums, from video to print, websites to email marketing, social media to long-form content.
But my passion is working for smaller businesses — the ones that make their local communities stronger. You don’t need a Ford budget to grow your business with effective marketing. You just need the right people in your corner, and I can help.
A modern sensibility
Brands I’ve worked with
my philosophy
It’s all about relationships. Nobody wants to work with someone they don’t like or buy a product from a company they don’t trust. Marketing is all about building relationships — and that’s good business.
business
Whether it’s through website, blogs, search results, social media, videos, emails, or ads, good communication is vital to attracting the right people to your brand.
communication
Sure, you could write your own website, just like you could paint your own house. But the value in hiring a copywriter isn’t only in the words they write. A talented writer is always thinking about:
Who’s in your target audience
What your customers see when they interact with your brand
Which words resonate most with your audience
How to turn a stranger to a loyal customer
Where specific messaging will have the most impact
What pieces of your communication strategy are missing
And how to write in a way that people want to read what you have to say
If you want professional results, hire a specialist.
Writing
Anyone can set up shop as a writer or designer or strategist, but finding someone good can be a challenge. When we work together, you can expect:
Prompt Responses to Your Emails. I’m not available 24/7, but I do answer emails within one business day, and often much quicker than that.
A Strategy Behind Every Choice. I’ll always share a thought-out reason behind every element that goes into your work. But that doesn’t mean it’s set in stone. If you don’t like it, we’ll find another solution with an equally good strategy behind it.
Attention to Detail. Nobody’s perfect, but every deliverable goes through at least three rounds of proofing and editing before you even see it.
Friendly Reception. I love connecting with new people, and if we work together, it means I believe in what you do and want you to succeed.
An Easy-Going Approach. I’ll never push you into hiring me, buying services you don’t need, or doing things before you’re ready. Need to move a meeting? I get it — No biggie!
Ego-Free Revisions. I’m not precious about what I do. If something doesn’t work for you, we’ll change it to something that does.
personal values
LIKE WHAT YOU SEE?
HAVE QUESTIONS?
WANT TO TALK TO ANOTHER HUMAN?
Some personal things you might want to know about me:
I believe in putting people above work, money, politics, and things.
I love stories. Books, podcasts, TV shows, movies, video games — every narrative has something valuable to say. (Horror movies are my favorite, because I believe they’re a window into society’s existential anxieties.)
If I had a motto, it would be “Ask questions.” I want to understand how everything works, why it works, and who makes it work behind the scenes.
I’m a born and bred Midwesterner. I like Lake Michigan sunsets, glittering snow, making small talk with strangers, going up north, and buying produce from farm stands that run on the honor system.
The Smaller stuff
