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Download NowHi, I’m Jenni
Looking for a writer? I’m proud to say I’ve been one as long as I can remember. I wrote my first novel during geometry class freshman year of high school because…well, geometry. Three college degrees and several jobs later, I’m a content creator with seven novels, a forthcoming nonfiction history book, 31,000 YouTube subscribers, and two decades of copywriting experience. I’ve done everything from SEO to SMS, from technical SaaS documentation to technically the most agonizing academic paper I’ve ever written (“Wise as Serpents, Innocent as Doves”: The Gospel of Thomas Inspires a Reading Strategy for Thomas Pynchon’s Gravity’s Rainbow). None of that was as fun as researching and writing 10,000+ words about rumored vampire Princess Eleonora von Schwarzenberg.
Long story short? If you want a creative chameleon comfortable in different brand voices, turn to a fiction writer. If you want a wordsmith who requires a rage room when someone misuses a semicolon, turn to a former editor. And if you want someone who can sit down, do the work, and meet a deadline, turn to a Type-A introvert.
Guess what? These are all me. And I’m at your service! Click or tap here to contact me.
Blog Posts
Interviews & Profiles
- Joshua Herrington-Vickers
U.S. Brokerage Manager,
The Pacific Bridge Companies
Read his profile
- Hozumi Hanada
Senior VP – Japanese Division
The Pacific Bridge Companies
Read her profile
- Mark Acre, LUTCF
CEO, OneSource Insurance
Read his profile
Popular History
- A Brief History of the Russian Kokoshnik Tiara
Costumes, colonialism, and carats: there were political undertones at play when Russian royals co-opted this peasant style.
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- The Princess Who Married a Monuments Man
Boy meets girl, boy realizes girl is a princess, boy falls in love with girl, everyone else freaks out.
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Executive Ghostwriting
- The Fire of Success: Creating a Burning Desire to Win
Ghostwritten for Ryan Pinney, President, Pinney Insurance
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- Five Fearless Women in Finance
Ghostwritten for Ryan Pinney, President, Pinney Insurance
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- Are You a Wartime Leader, a Peacetime Leader, or Something Even Better?
Ghostwritten for Ryan Pinney, President, Pinney Insurance
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Reporting Survey Findings
- Is Participating Whole Life a Must for Retirement Portfolios?
Discusses results of an Ernst & Young study comparing 5 investment strategies; explains how agents can use findings to sell more life insurance.
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Unexpected Creativity
- True Crime & Life Insurance: How to Talk to Clients about This Trend Explains how to connect with and educate consumers who only know about life insurance from true crime stories.
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- The Princess on the Witness Stand: Irina Yusupova vs. MGM
How the “any similarity to actual persons” movie disclaimer can be traced to – wait for it – Rasputin and the fall of the Russian empire.
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- Is Epigenetics the Future of Life Insurance?
Explains how using individual DNA profiles could change life insurance pricing and underwriting forever.
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- 8 Ways Writing Is Like The Princess Bride
Writing and editing a book is like living with the characters of The Princess Bride. Here’s how Fezzik, Inigo, Vizzini, Buttercup, and the rest of the gang fit into your writing life.
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Technical Documentation
- Google & Yahoo Authentication Requirements
Explains what life insurance agents must do to comply with updated requirements for email marketers (installing DKIM and SPF records).
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- Webhooks & Payloads
Explains how to automate sending data from Insureio to third-party services like Zapier.
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“Conversations I have with agents are based off content they have produced. Sales cannot exist without their artistry….[Jenni and Matt] are champions of content. Every piece of content that they produce is sharp, clear, and provides value.” – Joshua Herrington-Vickers, Associate Brokerage Manager, Pinney Insurance
Marketing How-To
- How to Create Attention-Grabbing Stories
Explains how to take four elements – an angle, stat, story, and hook – to create compelling marketing material.
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- How Life Insurance Agents Can Use FinTok for Research & Inspiration
Explains how agents who don’t want to post on TikTok can still use it for marketing research.
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- How to Improve AI-Generated Client Emails
Walks through the process of revising an AI email to be more effective and personalized, with before-and-after examples.
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- How to Respond to Bad Reviews + Case Study
Examples of helpful responses, with a case study of how one positive response changed a consumer’s mind.
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Videos: Script & Production
This is a labor of love! I began creating videos based on historical research I did for The Girl in the Tiara site. Lo and behold, some of them began racking up six-figure views! First, I researched and wrote the scripts. Next, I sourced all the images and Photoshopped them to match the video’s color palette. Then I narrated, added music and video clips, and laid it all out in Adobe Premiere Pro. Click or tap an image to watch the video on YouTube.
Software used: CZUR Aura, Adobe Acrobat, DeepL, Zotero, Adobe Photoshop, Adobe Audition, Adobe Premiere Pro
“Bravo! You are a master story teller! I have learned so much about history from you. Thank you!” – Patreon subscriber Renee Prager
Insurance Content Ecosystem
Insureio + InsuranceDivision.com
Start with a yearly content calendar where each month is devoted to a different insurance-related topic. Add a white-labeled life insurance website with hundreds of pages of information across all topics. Now add 200+ transactional and drip emails, written and put into purchase- or subject-driven campaigns in a custom-built CRM, driving traffic to each agent’s custom-branded web pages. This is Insureio + InsuranceDivision.com. Yeah, I wrote all that.
Written for: Pinney Insurance + Insureio
Pages written: 500+
Corresponding emails written: 200+
Campaigns created: 35+
SEO
Working in the insurance industry taught me a thing or two about SEO in a saturated vertical. In a nutshell:
- On-page SEO: keyword selection and natural-language use in text, subheadings, alt text, image captions, and file names (images, audio/video embeds, PDF downloads)
- Technical SEO: improving page loading time, compressing images, adding site security headers
- GEO: adding easily parsable summaries & brand comparisons to top of page
Use Cases
- Revising old content to improve SEO. In 2023, I revised existing content on a life insurance website ignored since a manual penalty in 2012. I improved click-through by 10%-1,000%, depending on the page.
- Creating new content designed to perform well in SERPs. I earned SERP 1 and SERP 2 results in Bing for content written for a client site, LifeQuote.com; search for “Is cash value of life insurance a liquid asset?”
Long-tail keywords with SERP 1 in Google: “Yusupov black pearl necklace,” “Eleonora Schwarzenberg,” “Marie Louise Princess of Nowhere.”
Landing Pages
EZLife Sales (B2B)
Use case: Re-launching a popular life insurance case submission tool for independent agents; this free tool had been discontinued a few years back when the company’s purpose-built CRM went live. This was part of a 90-day 12-part campaign to re-engage former users; each segment of the campaign consisted of an email and custom landing page. At the bottom of each landing page, there’s an interest form that goes straight to the brokerage management team for follow-up. Check out the link below to see more of the content than you can in the screenshot.
Written for: Pinney Insurance
Campaign email open rate: 43.6% (insurance industry average: 25.36%)
Insureio (B2B)
Use case: Landing page for a YouTube ad campaign targeting attendees to the NAILBA 2021 conference (high interest in a life insurance-specific CRM). Check out the link below to see more of the content than you can in the screenshot.
Written for: Insureio
Other Examples
Click any title to see the page.
- Final Expense Life Insurance
Landing page for a final expense campaign designed to get more agents to sell this type of policy; campaign included 5-email sequence + free final expense “cheat sheet” download. - Indexed Universal Life Insurance
Landing page focused on one particular policy type. Additional landing pages created for other policy types & consumer categories: term, whole, VUL, cash value, final expense, women. - Why Work with Pinney
Landing page for a 12-email campaign to educate prospects on Pinney as a brokerage: capabilities, teams, unique offerings, etc.
Email Newsletters
Tools of the Trade
Use case: Weekly B2B newsletter aimed at independent life insurance agents. This went to 20,000+ subscribers, some of whom were already contracted with Pinney (but not all). Topics covered include marketing, industry news, sales tips, best practices, and thought leadership.
Written for: Pinney Insurance
2014-2024
Issues written: approx. 600
Average open rate: 13.92%
“I love the content you have. The monthly sales kits [in your newsletter] are awesome. I have never seen something so well done and I have been doing this for 44 years.” – Leslie Knudsen (life insurance agent)
The Girl in the Tiara
Use case: This is the newsletter for my Girl in the Tiara brand – it’s cheeky nonfiction aimed at a general audience. Every two weeks, I send 400 subscribers a new story about a fascinating royal woman.
Written for: The Girl in the Tiara (that’s me)
2018-2025
Issues written: 191
Average open rate: 66% – 92% (open rate increases based on subscriber’s time on the list; subscribers are moved from an introductory segment to Long-Term Subscribers 1, 2, 3, etc. Long-Term Subscribers 5 currently has a 92% open rate)
Marketing Emails
The Dillard’s emails showcase a lighter tone, while the Pinney Insurance emails show how much you can covey in an email when it’s accompanied by good design. One time, at band campDillard’s, I worked with a graphic designer to create a sequence of Christmas emails starring an elf turned secret agent who suggested 12 top-secret gifts in rhyming iambic pentameter. Because of course he did.
B2C Emails
What’s Hot: Animal Print
Slip into Volatile’s “Birdy” slip-on and take a walk on the wild side. A ferocious animal print turns your every step into a roar, while the sweet patent trim and bow detailing keep you grounded. Your feet will thank you for the padded footbed, and your wardrobe will thank you for adding a safari’s worth of style.
Written for: Dillard’s
Tribal Vibe
A silky charmeuse shift stands out from the crowd when it’s painted true blue and laced with tribal knotting details. Embrace your primal instinct and let the simplest shape take on a bold new look.
Written for: Dillard’s
B2B Emails
Click a title to read the full text, then see how the HTML emails turned out below.
Course Design
Advanced Sales Academy (B2B)
Use case: This was an in-person course I collaborated on, designed to help new or struggling life insurance agents with insights and time-tested procedures used by a brokerage in business for 50 years. I contributed to the overall course design (ideas) and wrote all the copy for the landing page, invitations, follow-up emails, and course handbook.
Created for: Pinney Insurance
Catalog Copy
Scan through the images below from various catalogs I wrote for Dillard’s. If you’re so thrilled that you want to read my scanned versions, let me know. While there, I wrote catalogs, statement enclosures, emails, and pre-prints. My wardrobe was never better. My savings account disagrees.
SaaS Documentation (How-To)
Insureio Academy
Use case: I create and maintain the public-facing documentation for Insureio, a life insurance CRM. Explaining complicated technical processes has made me realize how often, in real life, we skip things like first steps or introductions – we assume others know what we’re asking for or talking about. I’m here to tell you – they don’t. Back it up. Be clear. Be thorough. Be brief. And be all those things at the same time.
Written for: Insureio
Articles written: 99
Company Process Documentation
Pinney Insurance Support Documents
Use case: Documenting internal processes for both new hires and new clients. Creating and maintaining these is an ongoing collaborative process between the A-Team, D-Team, Insureio, and management.
Written for: Pinney Insurance
Novels
Okay, so you probably don’t care about this, but I can’t tell you about my experience without mentioning seven novels. I’m probably on some government watchlist for all the weird things I’ve looked up, but it was worth it.
