Disciplines

Brand Messaging · Performance Creative · Growth Strategy · Conversion Copy · Cross-Channel Campaigns

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The Challenge

Tally helps people pay down credit card debt faster and easier — but with a revolving line of credit, loan consolidation, low-interest APR, and habit tracking, explaining how it works is inherently complex. Prospective customers:

• Didn’t immediately understand the value

• Confused Tally with traditional balance transfers and personal loans

• Dropped off before signing up because of extensive and complicated onboarding

The business needed growth without sacrificing trust in a sensitive financial category.

 

The Strategy

I approached Tally’s growth challenge as a problem that creative was uniquely positioned to fix. The guiding belief was that if people could quickly understand how the product worked and its value in their everyday lives, performance would quickly follow. For me, that meant:

• Stripping away fintech jargon

• Reframing Tally’s value in human terms

• Balancing urgency with reassurance and non-judgement

• Making the product feel like a lifeline, not a risk 

 

The Work

I led copy and messaging strategy across performance and brand channels, partnering closely with growth, product, and design. Key contributions included:

• Core value proposition refinement
  Clarified what Tally does, why it’s different, and why it’s safe for people in a vulnerable financial situation in language real people actually use

• Performance creative frameworks
  Developed modular headline and body copy systems that could be tested, iterated, and scaled across paid social, display, and landing pages

• Trust-forward fintech storytelling
  Wrote conversion copy that acknowledged customer anxiety around debt, while positioning Tally as credible solution

• Full-funnel alignment
  Ensured messaging stayed consistent from first impression through sign-up, reducing friction and drop-off.

 

The Impact

• Drove 30–50% month-over-month new customer growth

• Reduced customer acquisition cost by 45%

• Helped establish a repeatable performance messaging system, not just one-off wins

• Strengthened Tally’s brand voice while accelerating growth — proving brand and performance not only work together, but are amplified when intentionally used together