GOOD COPY IS mostly cleaning.
Sweeping out the filler. Mopping up the fluff. Taking a red pen to phrases that thought they were helping. It’s not glamorous, but someone’s gotta take out the verbal trash.
That someone is me.
I’m J.R. Roach (he/him). I write words for brands that want to sound like they know what they’re doing and mean it. No buzzword hoarding. No “let’s circle back.” Just ideas, sharpened until they can stand on their own.
This site is mostly my professional work, with a little rock ’n’ roll and rule-breaking sneaking in through the side door. If you’ve got something worth saying but it’s a little messy right now, I’ll help clean it up. Quietly. Professionally. With gloves on.