Commercial Copywriting + Audio Storytelling
Writing for the Ear. Marketing for the Audience.
For more than 17 years in radio and media, I wrote, developed and voiced commercial creative for brands across industries, audiences and formats—from 15-second messages to 60-second endorsements and larger integrated campaigns.
The work often began long before I wrote the first line. I learned the business, talked with owners and teams, experienced the product or service, identified what mattered to the audience, and found the story that could make the brand feel relevant.
Whether I was speaking as a trusted on-air endorser or developing creative from the marketing side, the goal was the same: understand the audience, find the right voice and invite people into the story.
Dozens of Industries
15 • 30 • 60
17+ Years
From script to studio, I frequently carried creative from concept through writing, voice performance and final execution.
Broadcast, marketing and commercial storytelling
Retail • Automotive • Hospitality • Healthcare • Home • Family • Food • Professional Services • Lifestyle + more
Writing across traditional commercial lengths, endorsements, promotional spots and integrated campaigns
More Than a Script
Good commercial writing starts with understanding who you're talking to.
Working across radio formats gave me a front-row education in audience segmentation. Country, pop, hip-hop, alternative, news/talk and other formats attracted different listeners with different interests, behaviors and expectations.
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On the marketing side, I used those differences strategically. Matching brands with appropriate audiences, developing creative for those listeners, considering station format, tone, music, timing and campaign placement, and adapting the message accordingly.
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On the endorsement side, the process became even more personal. I visited businesses, experienced products and services, talked with owners and employees, researched the brand and wrote from the perspective of someone genuinely inviting listeners to discover something worthwhile.
The medium was radio. The skill was audience-driven brand storytelling.
For many of these campaigns, I handled the work from concept through production—researching the business, identifying the audience and message, writing the copy, voicing the spot, and editing the finished audio. Others were created while I was serving as the advertiser’s marketing partner, developing campaign strategy and copy before also providing the voice and production. The samples below showcase the writing first, with the original produced audio included so you can hear how the copy translated from page to air.
Coco Donuts & Coffee
Brand Spot Series
A playful series of short-form spots designed to establish a memorable brand personality while adapting the same voice in rotation on multiple stations for quick promotional bursts. Aired heavy in morning drive.
• Client Strategy • Creative Concept
• Copywriting • Voice • Audio Production
Role
Audience
• Coffee & Donut Lovers • Commuters
• Portland Consumers • Families
:05/:15/:30/:60 Copy
• Multi-Spot Radio Campaign
Format
Life without coffee is like life without sunshine. You may know Coco for its tasty donuts, but what about its incredible coffee? Global relationships allow Coco Donuts to expertly roast prized coffee from around the world for you to enjoy. Six locations, cocodonuts.com. How do I take my coffee? Seriously. Very seriously. Lucky for you, so does Coco Donuts. They've been roasting coffee for almost as long as they've been perfecting donuts. Seriously, delicious coffee. Cocodonuts and coffee, six locations and at cocodonuts.com. A new study links drinking coffee to a longer lifespan. Awesome. I'm gonna be immortal. Coco Donuts has been roasting coffee for almost as long as they've been perfecting donuts. Cocodonuts and coffee with six locations to experience. Go to cocodonuts.com. Coffee, because anger management is too expensive. You may know Coco for its tasty donuts, but what about its incredible coffee? Global relationships allow Coco Donuts to expertly roast prized coffee from around the world for you to enjoy. Six locations and at cocodonuts.com. Coffee is like a liquid hug for your brain. Coco Donuts and coffee are ready to give your brain and your taste buds a big old hug. Coco Donuts is a true contender in the Portland coffee game, and you know their donuts are bomb. So get over to cocodonuts.com, find your location today. May your coffee be strong and your Monday be short. Coco Donuts and coffee to the rescue today and every day with delicious fresh coffee and donuts. Coco Donuts is the only donut shop in Portland crafting both quality donuts and house roasted coffee. Visit cocodonuts.com. So you know it is okay to be late for work if you have donuts to share. Coco Donuts making coworkers and bosses happy for over 30 years. Coco Donuts coffee making you happy today and every day. Six locations and online at cocodonuts.com. Do you want a happier, more motivated staff? Load them up with fresh, amazing, delicious coffee. Coco Donuts is a true contender in the local coffee game and now is available for wholesale. Get your staff perked up with a smile. Learn more at cocodonuts.com.
Scandinavian Designs
Home & Furniture Endorsement
A lifestyle-driven retail endorsement designed to make furniture shopping feel personal and approachable by connecting the brand to the way people actually want their homes to look and feel.
• Brand Research • Endorsement Strategy • Copywriting • Voice
Role
• Homeowners • Women 25–54
• Furniture & Design Consumers
Audience
:60 Radio Commercial
• Radio Endorsement • Retail
Format
As I've gotten older and a little wiser, I've realized who and what we surround ourselves with really reflects our mood, attitude, and entire outlook. Making your home and office look and feel just right can make a major difference. Scandinavian Design is a local contemporary home furnishing destination, and the furniture is inspired by their love for Nordic culture, modern design, and quality craftsmanship. And I can tell this really well-made. It will even stand up to my active eight-year-old son. Scandinavian Design pieces vary in colors and textures, but they stay consistent with high quality and comfort. The pieces are unique and beautiful with a mix of modern and retro. The Boise Showroom Off-Broadway is a fun and exploratory place to discover all your favorite new statement pieces to upgrade a room or office. And as a single mom, I wasn't quite sure I could afford the Scandinavian Design furniture, but then I checked out their outlet and I found a lot of pieces that I can definitely fit in my budget. See and feel for yourself at Scandinavian Design's Boise on South Broadway, where the old Shopko used to be, and at ScandinavianDesigns.com.
Alluring Look
Worst Tattoo Contest
A promotional concept built around a relatable problem—a regrettable tattoo—and turned into an attention-grabbing contest designed to generate participation, conversation and new business.
• Campaign Ideation • Client Strategy
• Contest Concept • Copywriting
• Voice • Production
Role
Audience
• Adults • Local Lifestyle Audience
• Tattoo/Permanent Makeup Consumers
:60 Radio Commercial
• Promotional Campaign
Format
Got tattoo regrets? Bad artist job? Ex's name? Maybe a misspelling? What about a spring break regret? We are on the hunt for the worst tattoo in Portland. Alluring Looks Skin and Laser Artistry in Selwood is hooking up a free tattoo removal for the winner. Or would it be loser? I mean you're the one with the bad tattoo. Get over to the live95.com contest page, upload a pic, tell us about the tat, and get your friends and family to vote before Halloween. We are gonna go viral. We're gonna follow your tattoo removal journey as you get your freedom back from that bad ink. The worst tattoo in Portland will be announced on Friday, November 2nd. Alluring Looks specializes in tattoo removal, laser hair removal, micro-needling, IPL photo facials, chemical resurfacer, and has the very best salon for hair and full makeup artistry. You deserve it. Look and feel your very best with Alluring Looks. They are in the Red House at 5520 Southeast Milwaukee Avenue in Selwood. Check them out at alluringlooksskin.com.
Team Mazda
Automotive Endorsement
A conversational automotive endorsement designed to move beyond traditional car-dealer advertising and speak to buyers through a more relatable, personality-driven approach.
• Brand Research • Endorsement Strategy • Copywriting • Voice
Role
• Car Buyers • Commuters • Families
• Boise-Area Consumers
Audience
:60 Radio Commercial
• Radio Endorsement • Automotive
Format
Hey there, it's Nikki West, proud and happy owner of a Mazda CX-5. There's a reason this is the number one selling SUV in America. It's so dependable and it's fun to drive. I also feel super safe with my son and my dog in the car anytime we go on road trips. And I was forced to buy a new car because my old car decided it was done. Sometimes we don't always get to pick the perfect time to buy a new car. We just have to. If that's you or someone you know, go to Team Mazda and Pre-Owned Superstore on the boulevard. Aaron and Joel and their team know how to help people buy a new car when maybe they weren't even planning on it. Here's how they do it. If your current vehicle is a push-pull or drag-and-clunker, Team guarantees at least $2,000 minimum in trade value. If your vehicle is worth more than that, they'll give you 30% overbook value on a down payment towards a newer vehicle. Financing is easier at Team and you can always get started with the pre-approval on your computer by clicking the big blue iPre-Check button at GoTeamMazda.com. Check out Team Mazda and Pre-Owned Superstore and let them rescue you from your older car and get you something better.
Trios Studio
Restyling Heirloom Jewelry
An emotional storytelling concept designed to transform heirloom jewelry from something forgotten in a drawer into something meaningful, personal and wearable again.
• Client Strategy • Brand Research • Creative Concept • Copywriting
• Voice • Production
Role
• Women • Sentimental Gift Buyers
• Jewelry Owners • Affluent Consumers
Audience
:60 Radio Commercial
• Brand Storytelling
Format
Passed down from grandmother to mother to daughter, family jewelry tells stories. The style may not be yours, but together we can let the memory live on. At Trios Jewelry Studio, we are specialists at turning your family heirloom jewelry into a new signature piece that you love. Just listen to Tracy's story. Tracy Voice: "When I was young, I used to fiddle with my grandmother's ring that she wore every single day. It was this large sapphire with a few small diamonds around the side, and after my sweet Grammy past, I was given the ring with some other jewelry of hers. I'm ashamed to say it sat tucked away for over a year until I brought it into Trios Jewelry Studio. I worked with Mary and the team on creating a new style that I'm so proud and happy to wear grandma's ring in a stunning new pendant. It is one of a kind, just like my sweet Grammy. Thank you Trios." Let the professional goldsmiths and stylists at Trios Jewelry Studio in Lake Oswego help you. They are experts at restyling that piece of your family's legacy into something you cherish and are excited to wear. See the amazing work for yourself at Triostudio.com. That's Triostudio.com.
Moonstruck Chocolate
Holiday Gifting
Seasonal brand storytelling created to turn premium chocolate into an emotional holiday gift—not simply a product.
• Client Strategy • Brand Research
• Creative Concept • Copywriting
• Voice • Production
Role
• Holiday Shoppers • Gift Buyers
• Premium Food & Lifestyle Consumers
Audience
:60 Radio Commercial
• Seasonal Campaign
Format
An all-new creation sure to delight this holiday season, introducing the Willamette Valley Winery Collection. Chocolate and wine together? Yeah, it just doesn't get much better than that. Savor a flight of chocolates made with the top varietals from the beautiful Willamette Valley and experience the heart of our home state. We're not just talking about wine flavoring here. These delicious cork-shaped treats contain 4% alcohol and you've got to be 21 or over to purchase. Moonstruck Chocolate Company is guiding your taste buds through select wines from Stoller, Montnore, Sokol Blosser, and Arrath. Taste the distinct essence of wine in each and every exquisite truffle. The Willamette Valley Winery Collection is just the right gift for those who love good wine and high-quality chocolate. Do you need an impressive gift for that person who seems to already have everything? Well, this tasteful and unique gift is just right. Check it out along with all the other delightful offerings at MoonstruckChocolate.com or at one of their favorite local cafes. MoonstruckChocolate.com is your tasty, self-indulgent, and holiday gift- giving destination. Check it out, MoonstruckChocolate.com.
Northwest Animal Hospital
Pumpkin's Veterinary Care
A deeply personal spot from a multi-year endorsement partnership, using my real experience as a devoted dog owner to build trust with other pet parents.
• Brand Research • Endorsement Strategy • Voice • Copywriting
• Ongoing Campaign Creative
Role
Audience
• Pet Owners • Dog & Cat Parents
• Boise-Area Families
:60 Radio Endorsement
• Long-Running Campaign
Format
Hey there, I'm a proud mama of a nine-year-old human boy and a beautiful, sweet, 14-year-old Border Collie mix. My dog has been a big part of my life longer than my son at this point. I hate to admit that she's an old senior dog now, and I know I don't have a whole lot longer with her. But while she is still a part of our lives, I'm gonna make sure she is happy and healthy every day. And that's where the wonderful, amazing, and caring staff at Northwest Animal Hospital comes in. Dr. Walt Weatherhead and Dr. Sue Keller have been keeping up with my pup on her teeth cleaning and immunizations for the last four years now. She loves it there and actually is excited when we go to the vet. They even have a convenient pet boarding with caring staff. So if you're going on vacation, there's a doggie hotel just waiting for you at Northwest Animal Hospital. If you and your family got a new animal for the holidays, make sure that you take them to the very best. Northwest Animal Hospital. Call 208-375-2700 and check out northwestanimal.com. Moonstruck Chocolate Company has done it again.
Bricks & Minifigs
Kid's-Eye Store Trip
A playful parent-and-child endorsement designed to make the store experience feel as exciting to families as it did to my six-year-old son.
• Concept • Brand Research
• Copywriting • Voice • Voice Direction
• Audio Editing & Production
Role
Audience
• Parents • Families • Kids
• LEGO Fans & Collectors
:60 Radio Endorsement
• Parent/Child Dialogue
Format
Me: Hey, I'm Nikki West and you may have heard me talk occasionally on the morning show about my nine-year-old son Titus. Well, my little guy loves Legos. Titus: Mom, you're right. I love Legos. Me: We found out about this really cool store called Bricks and Minifigs. It's a massive Lego resale store. Titus: I already can't wait to go back. Me: One-of-a-kind toy shop for buying, selling, and trading a ton of different Lego products. Titus: They always have new and interesting stuff coming in. They even get rare and retired sets. Me: You will not find a larger selection of Lego minifigures and bricks in all of Tucson. Titus: I can't believe how many minifigs they had. It's so awesome. And how does a Lego birthday party sound? Me: Yes, they even host birthday parties. You want to have fun, get creative, and use your imagination? This is the place for you. Bricks and Minifigs Lego resale store. They're on Broadway between Craycroft and Kolb. Titus: Bricks and Minifigs. It's so cool - It'll knock the blocks off of ya.