Portfolio
Here's a selection of direct-response projects developed for real offers, along with a concept-based sample created specifically for the pet and veterinary niche.
Each piece demonstrates the same trust-based, conversion-focused approach I use when working with pet health and veterinary businesses: clear education, ethical persuasion, and confident decision-making.
Take a look, and if you'd like something similar for your brand, I'd love to talk.
DONA SERBAN
ABOUT ME
I’m Dona, a Direct-Response Copywriter focused on clarity, structure, and emotionally engaging copy.
I write ads, sales letters, onboarding emails, and long-form blog content designed to build trust and move readers to action.
AD COPY
Save Hours on Client Work With 16 Proven Templates that Give You More Freedom and Control in Your Copywriting Business Now
A promotional ad highlighting the main benefits of a toolkit designed for freelance copywriters looking for more structure and confidence.
My Role:
- copywriting
- messaging
- benefit-driven
- angle
Excerpt:
Save Hours on Client Work With 16 Proven Templates that Give You More Freedom and Control in Your Copywriting Business Now
Make your copywriting business smoother with these 16 professional templates so you can move through projects with clarity.
Tools like the New Prospect Intake Checklist show you exactly what to send first, so you never feel lost at the start of a project.
Clients will trust you immediately because your documents look organized and professional.
These templates prevent missed details, forgotten clauses, and sloppy formatting, so every project feels easier.
This limited-time flash sale gives you over 50% off, but only until midnight tonight.
Blog Post for AWAI’s Essential Templates
Simplify Your Copywriting Workflow With Templates That Instantly Keep Your Client Documents Organized
My Role:
- Copywriter
- Blog Strategy
- Writing
Objective:
Educate early-stage copywriters about the importance of structure and organization in client projects, while introducing the value of professional templates in an editorial, non-sales-heavy way.
Excerpt from Blog Post:
A simple system to help you stay organized, save time, and feel confident in every project, even when you’re just starting out.
Most copywriters feel ready to start their freelance business…until they actually work with their first real client.
You find yourself stuck again and again.
And you start to believe it’s because you are not good enough at writing, like you’re the kind of person who always feels something is missing.
But then you realize the problem isn’t your writing. It is everything that comes before the writing.
You don’t know what to send first, how to present yourself, or what a “professional” document is supposed to look like.
So you start googling template examples.
You find generic ones everywhere and try one after another.
You even rewrite some of them, hoping they’ll finally make you look more professional.
But nothing works.
Every attempt turns into one failure after another: incomplete templates, documents that don’t inspire trust, or formats that make you look uncertain instead of prepared.
SALES LETTER (4 pages)
Long-Form Sales Letter for AWAI’s Essential Templates
My Role:
- Copywriter
- Research
- Lead Development
- Sales Structure
Objective:
Create a new headline + lead for AWAI’s proven Essential Templates sales letter. The assignment required a direct-style sales approach, keeping the original offer, premiums, and guarantee intact while refreshing the emotional hook and problem-solution narrative.
Cut Your Admin Time in Half and Stay Focused on Writing with 16 Proven Copywriting Templates
Run your business like a pro with ready-to-go tools already used by successful writers.
Excerpt From the Sales Letter Lead:
When you first decided to start your freelance copywriting business, you felt excited and terrified at the same time.
You had studied, practiced, and knew how to write… but you had no idea where to begin as a business.
Whether you are a beginner or already working with clients, the first step of a new project always feels the same: you freeze.
Now what?
What do I need to get started?
What documents do they expect?
What should I send my client first?
The more you search online, the more overwhelmed you become. Every source says something different. And every checklist mentions documents you had never even heard of.
You thought freelancing would be simple: you write a copy, send it in, and everyone is happy.
Instead you feel lost, unprepared, and unsure of your next steps. That’s when you know you need a real solution.
…
Imagine starting your copywriting freelance business with every professional document ready to go: 12+ bonus pro templates for proposals, invoices, and client docs — built by experts who’ve helped thousands of copywriters look professional.
It’s the simple solution to save time, boost confidence, and make client work effortless, so you can finally focus on what you love most: writing.
WELCOME EMAIL
Thank-You / Purchase Confirmation Email for AWAI
My Role:
- Copywriter
- Retention Messaging
Objective:
Write a warm, trust-building thank-you email to new buyers of Essential Templates for Your Copywriting Business.
The goal is to reassure the purchase decision, make the buyer feel confident, and introduce the next steps, without selling or upselling.
Subject Line:
Your Templates Are Here
Excerpt from the Email:
Welcome Reader,
I’m Rebecca Matter, President of AWAI — The American Writers & Artists Institute, founded in 1997 in Florida, USA.
I want to personally welcome you and thank you for requesting AWAI’s Essential Templates.
Thousands of working copywriters, at every stage of their careers, rely on these same tools to keep projects running smoothly and present their business professionally.
Everything you need to start using them right away is inside your new toolkit, Essential Templates for Your Copywriting Business.
Here’s what you’ll find inside:
6 Project Management Templates — to onboard clients, organize projects, and eliminate unnecessary admin time.
6 Copy Strategy & Delivery Templates — to improve communication, support stronger project outcomes, and simplify delivery.
4 Bonus Marketing Templates — designed to help you present yourself professionally and create more opportunities for better paying work.
These templates help you save time, stay organized, and keep your business running efficiently, so you can focus more on what you do best: writing.
…
To your continued success,
Rebecca Matter
President, AWAI
P.S. There’s a lot ahead for you inside AWAI: more opportunities, more skills to expand, and more ways to grow your writing career. Stay tuned.
LANDING PAGE
The Ultimate Treat Guide to Keep Your Pet Healthier Starting Today
A landing page promoting a free Pet Wellness Guide. The copy focuses on clarity, trust, and benefit-driven messaging to help pet owners understand natural treat choices and support their dog’s health.
My Role:
- Landing page copywriting
- benefit-driven structure
- persuasive messaging
- clarity + trust building.
Excerpt from the Landing Page:
Discover how easily you can transform your pet’s life when tummy troubles strike and exactly what to do about it. Strengthen immunity and keep their energy and coat in shape so you can enjoy true peace of mind.
As a pet parent, you deserve to know exactly what’s in your dog’s food from sourcing to science. This guide helps you understand what natural treats really mean, so you can make confident, informed choices every step of the way.
You’ll see the difference in the bowl, and in your pet’s health.
Inside the Pet Wellness Guide you’ll discover:
- How to Promote Better Health Naturally–learn what ingredients support digestion, energy, and a shiny coat.
- Tips to Strengthen Your Pet’s Immune System–understand the key nutrients, like vitamin E.
- The Truth About “Human Grade” Standards–what FDA and AAFCO guidelines really mean.
- Training Tips Using Healthy Treats–discover how to use small, natural treats for positive reinforcement without overfeeding.
- How to Choose Treats for Sensitive Stomachs–why some ingredients cause trouble and how to avoid them completely.
This Free Guide is only available for a limited time–don’t miss your chance to make better choices for your pet.
Secure your FREE GUIDE NOW and unlock smart feeding tips and unique benefits to help your pet live a longer, healthier life.
CONTACT INFORMATION:
- Dona Serban
- Direct Response Copywriter
- [email protected]