Copywriter · Content Strategist
Marisa McFadden
I write copy that moves people to act. For more than two decades — as a instructor of rhetoric, a journalist, and the founder of my own brand — I’ve paired the persuasion of the classroom with the conversion instincts of a business owner. I build brand voice, write for search and for sales, and let the data decide what to write next.
Copy as a tool
for driving action.
I’m a content strategist first and a stylist second. Every word earns its place against a business goal — a click, a signup, a sale, a customer who comes back.
Strategy
Content Strategy & Brand Voice
Full-cycle brand voice development, content ecosystem planning, and long-term campaign management — built and run solo for my own brand from day one.
Copy
Conversion Copy & SEO
Conversion-focused web and email copy, SEO-optimized content, product narrative, and feature writing that goes beyond the description to give people a reason to engage.
Audience
Rhetoric & Audience
Audience segmentation and rhetorical analysis for specific readers — including the “rhetoric of luxury” that premium, enthusiast-driven brands live and die by.
Data
Analytics & Iteration
Google Analytics, conversion-pathway tracking, and using performance data to refine messaging in real time rather than guessing.
Tools
Platforms & AI Workflows
Fluent in Shopify, WordPress, Square, and LMS platforms, and comfortable integrating AI into a professional writing workflow without losing the human voice.
Client
Consultative & Instructional
High-touch client relationships, active listening, and a teacher’s gift for making a complex idea land clearly with whoever needs to hear it.
Writing that holds
a reader.
Copy only converts if people keep reading. These personal essays are where I keep my voice sharp — proof I can open with a hook, build a narrative, and land a point.
Angels & Laundry
I drove an hour to a shrine in the middle of nowhere Pennsylvania, made a racket with my clogs, and waved at a stranger. Whether he was an angel or just an old man with nowhere better to be, I'm still not sure it matters.
Collect Calls and Spirit Guides
On my grandmother Angie, the town pool, and the particular way some people answer when you call.
Hail Mary
A road trip to Buffalo, five children, parking tickets in three states, and the patron saint of people who probably won't pay them.
Turning 42 and Thinking of TV. Huh.
On birthdays, nostalgia, and the deeply formative experience of watching 9 Broadcast Plaza on a sick day in the early 90s.
My Brother Pat
He was the kind of person rooms reorganized themselves around. On alcoholism, football stardom, and the missing puzzle piece.
Billie Jean
On the 3rd grade, a bad haircut, a dad in spandex, and the particular trauma that comes from being loved too loudly.
Writing that argues
and persuades.
Longer-form pieces where the job is to make a case — reading an audience, marshaling data, and building an argument someone acts on. The same muscles behind good marketing content.
Essay · The Lehigh Valley
Eat, Drink, Be Quiet About Your Leanings
Third spaces are everywhere in Easton. Unless you lean right. On belonging, and what a place loses when only half the room feels welcome.
Read →Essay · Allentown
They Want to Show Up
91% of Americans report burnout. The people with the least time left over are often the ones who most want to be part of things. What do we do with that gap?
Read →Reporting · Patch.com, 2014
"Dig Deeper and Look Harder"
Testimony before the Easton Area School Board opposing budget cuts that would have cut 36 teaching positions and dismantled programs the district spent decades building.
Read at Patch.com →Words that moved
an audience to act.
Two things a marketing team wants to see: that I can build a brand from nothing, and that my writing changes what people do. Here’s the evidence.
A campaign that changed the outcome
In 2014, an Easton school district budget crisis threatened 36 teacher layoffs and a music program that had lifted generations of children out of poverty. I founded and ran the community coalition that fought back — and I did the writing that carried it.
The press releases, the op-eds, the public testimony: I wrote the messaging that turned parents, teachers, and taxpayers who had never organized before into an audience that showed up and spoke up. The coalition ran two years, earned steady regional press, and a charter application that would have drained public resources was denied twice, 7–2.
It’s the same discipline behind good marketing content: know exactly who you’re talking to, give them the right words at the right moment, and measure whether they moved.
"We implore you that you dig deeper and look harder. These cuts must not happen."Marisa McFadden, Easton Area School Board testimony — Patch.com, January 2014
Founder and sole communications architect, Creative Spirit Easton — I developed the brand voice, wrote every word of the website and email copy, and ran the integrated social campaigns for a business I grew from an empty storefront into an established name in its market since 2018.
Also delivering evidence-based curriculum as a mindfulness instructor with the Shanthi Project across Lehigh Valley public schools — more practice translating complex ideas for very different audiences.
Visit Creative Spirit Easton →Theory that pays
its own way.
I’m a strategic communicator with more than two decades of experience bridging the gap between high-level theory and practical, high-conversion results. As a former instructor of rhetoric, I have a working understanding of audience psychology, persuasion, and the structural logic of what actually makes communication land.
That academic foundation sits on top of years of successful entrepreneurship. As the founder of Creative Spirit, I was the sole architect of my brand’s entire ecosystem — developing a consistent voice, writing the website and email copy, and running integrated social campaigns. I don’t just write; I treat copy as a tool for driving customer action, and I use data to refine the message in real time.
I’m technically agile — comfortable in Shopify, WordPress, and AI-assisted workflows — and I’m pivoting from running a multi-revenue experiential business to focusing full-time on content strategy and copywriting, where clarity, ethics, and intellectual rigor beat generic marketing tropes every time.
My aesthetic is light, airy, and academic. What I’m after now is a role where audience segmentation and data-driven creative strategy are the whole point — ideally for a premium, enthusiast-driven brand that needs the rhetoric of luxury and the operational focus to convert a sale.
Founder & Communications Director
Creative Spirit, Easton PA
2018 — Present
Instructor of Rhetoric & Writing
DeSales University · Centenary University · Kaplan University
2003 — 2016
Mindfulness Instructor, K–7
Shanthi Project, Lehigh Valley PA
2025 — Present
Co-Founder, Campus Writing Center
Centenary University, Hackettstown NJ
2003 — 2005
Staff Reporter
The Warren Reporter, Warren County NJ
1998 — 2004
Master of Arts, English Literature
Centenary University — Full Tuition Scholar
2005
Let’s talk copy.
I’m open to marketing content and copywriting roles — on staff, contract, or freelance. If you need someone who can own brand voice, write for search and for sales, and back it up with data, I’d love to hear about the work.