After every home inspection, Thrasher sales reps leave homeowners with a printed guide. Something tangible to reference once the appointment is over. The existing version had been in circulation for years and no longer reflected who we are. The copy felt cold, transactional, and missed the opportunity to reinforce the relationship we had just started building.

The challenge:

• One printed piece needed to speak to two very different audiences:

  • Homeowners who signed and scheduled their project

  • Homeowners who needed more time to decide

• The tone had to feel grounded and supportive, not pushy or passive.

My role:

• Led the messaging & design strategy for the piece

• Wrote and tested multiple rounds of copy

• Partnered closely with leadership to refine tone, structure, and intent

The outcome:

• Shifted the tone from transactional to clear, respectful, and human

• Created a single piece that supports both decision-ready customers and those still considering

• Helped maintain momentum after the appointment while leaving the door open with confidence and care.