Every project at Apple Box Studios is distinct. As a Copy Writer, that means approaching each one with intention and taking on a fresh challenge every day.
New clients. New brand voices to become fluent in. New ways of figuring out how to explain things that someone, somewhere, already understands far better than I do.
That constant variety never feels routine. And honestly, it’s made me curious about topics I never imagined I’d care about. Industries I wouldn’t have given a second thought to, now have my full attention. Yes, even coal mining… it’s safe to say I’ve broadened my horizons.
When I started working at Apple Box Studios, I quickly realized that I didn’t need to walk in as an industry expert, I just needed to be willing to climb the learning curve.
Before I write anything, I need to understand the subject beyond the surface. What it is, what it means, and why it matters. So, I start with research.
I read everything I can get my hands on, study competitors, and build my own running dictionary of industry terms so I can memorize the language. I look for patterns. I connect the dots.
I also use AI during this stage to speed things up and organize what I’m learning. It helps me get to a strong baseline faster—ultimately saving valuable time and money. But AI’s not doing the work for me, it’s just helping me get smarter, quicker.
As the research builds, there’s always a clear turning point. What starts as information becomes a real understanding of the subject, and everything I’ve been learning starts to click. I’m no longer translating what I’ve read, I’m explaining it in my own words. That’s when the process shifts from research to writing.
There’s always a story to be told. Even in the industries people assume are ‘boring.’ Sometimes it’s the scale. Sometimes it’s the impact. Sometimes it’s realizing just how much is happening behind the scenes that most people never think twice about. What I’ve learned is that the story isn’t always obvious, you have to look for it. It’s in the details, in the process, in the “why” behind what’s being done. And once you find it, everything else starts to fall into place, turning complexity into something people can understand and connect with.
Once the topic makes sense, everything starts to fall into place.
And once you spot the story, it’s impossible to ignore.
The challenge then becomes editing myself. The instinct is to include everything I just learned, but good copywriting isn’t about saying more, it’s about delivering the message in a way people actually absorb. Clarity and simplicity win every time.
Everything else gets tucked away. Saved for later. Or pulled out as a surprisingly niche fun-fact when my friends and family least expect it.
Agency life has taught me this: There’s no such thing as a boring industry, just stories that haven’t been uncovered yet. And once you’re willing to climb the learning curve, you’ll always find one worth telling.
