Marketing & copywriting
Nine years building campaigns that generate contacts, convert them, then turn them into revenue — from lead magnet to sales letter, by way of brand strategy.
Most of these campaigns were written for Viva Santé Éditions and Biosanté, but not exclusively — some come from independent projects or coursework. Three objectives, three different writing logics.
The goal: an email address or a sign-up, not a sale. Free content does the persuading.
- Goal
- Build an email list around a free guide on natural sun-protection for the skin.
- Technique
- Delayed curiosity: the promise is named before the content, which stays hidden until download.
- Goal
- Drive sign-ups to a senior-health list through a free report structured as actionable rules.
- Technique
- Listicle format: the promise of a clear checklist lowers the barrier to sign-up compared to a long guide.
- Goal
- Build a list around a free home-fermentation guide, ahead of a live webinar.
- Technique
- Historical and cultural framing rather than a direct health claim — the subject becomes a rediscovery rather than a pitch.
“Before the invention of the refrigerator, fermentation was the safest way to preserve food. Our ancestors didn't need microscopes to feel its benefits.”
The goal: turn an already-qualified contact — a lead, a visitor, a free trial — into a subscriber or an active user.
- Mechanic
- Long-form sales letter, dedicated landing page and a nurturing sequence built around testimonials.
- Result
- Up to 6.5% landing-page conversion — at Viva Santé Éditions.
- Mechanic
- Sales letter paired with a product demo, followed by an onboarding email sequence to anchor usage in the first days.
- Result
- High acquisition and retention, with a reduced post-onboarding churn rate.
- Context
- Co-founder & CMO of a SaaS platform for psychologists.
- Mechanic
- Instagram editorial line built around concrete clinical cases rather than product pitches, to convert professionals skeptical of the tool into testers.
The goal: convince an already-engaged reader to pay — a subscription or a premium programme.
- Goal
- Drive subscriptions to a paid health-coaching programme among an already-engaged readership.
- Technique
- Narrative opening built on a real field study, creating a gap between two populations the reader wants explained.
“They're not superhumans, though. But past 50, they seem almost immune to everything we're told is inevitable.”
- Goal
- Sell a sound-frequency therapy programme to an audience already familiar with alternative approaches.
- Technique
- Mechanical analogy (the system as the body's conductor) to make an abstract concept immediately graspable.
Full-strategy exercises — audit, positioning, production — on brands outside the health sector, to broaden the range.
- Goal: brand awareness among 18–35 year-olds in Switzerland and weekend getaways to Marseille
- Two influencers with complementary audiences; Reels, TikTok and story content
- Contest mechanic and dedicated editorial line; budget, KPIs and measurement plan
- Analysis of 6 platforms: Instagram, Facebook, TikTok, LinkedIn, YouTube, X
- Engagement rate, formats, frequency, tone, strengths and weaknesses by channel
- Recommendations: sharpen positioning, lean into emotion, more welcoming formats
- Social and competitive audit, style guide, personas and objectives
- Editorial calendar and publishing plan
- Production of a vertical Instagram Reel (excerpts below)
Two accounts I run end to end: editorial line, production and distribution.
Two episodes representative of La Fresque's tone and format.
Six years of direct-response writing for Viva Santé Éditions and Biosanté (health publishing houses, BioSanté Éditions group).
Direct-response copywriting draws on figures and frameworks established over decades. Here are the ones I use most.