I’ve always loved words. I’ve always loved that the simplest word choice, even a subconscious one, can completely change the feeling of what you’re saying. A picture may be worth a thousand words, but a thousand of the wrong words aren’t half as impactful as three of the right ones.
I have a bachelor’s degree in psychology from the University of Michigan. I think that psychology background makes me a unique writer. I’m always, always thinking about people — how they work, what they think, why they make the decisions they make. To effectively reach people, you need to understand them, and I’ve always had a knack for understanding people. Advertising is about making your audience hear your message and connect with your message in the way that you need them to. Knowing that audience is half the battle. Maybe more.
Something that always resonated with me about copywriting as a creative discipline is that it’s not self-indulgent. It’s not about the writer’s ego because it’s not about the writer — it’s about the brand and the audience and using the skills and the voice that one has in order to compellingly connect those two things. The writer’s creative vision should never be at odds with or at the expense of the brand message. I never saw writing just as an abstract projection of myself or art that I could create but as a way to communicate — beautifully.
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I hope that's reflected in the work I've showcased here.
BUT DON'T JUST TAKE MY WORD FOR IT!
"Liza is a ray of light that shines fresh perspective on the darkest of assignments. She is positive, upbeat, and never fails to find a new angle or different point-of-view that leads to clever copy and overall stronger creative work. Liza is always open to being a sounding board and brainstorm buddy, making her a solid team player."
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Patrick Robbins, Associate Creative Director @ Leo Burnett Detroit
"With a blistering wit and an arsenal of ideas, Liza’s the relentless sort of creative that takes work and turns it into art. Her copy is unique, and touching, and outrageous in all the right ways. She’s an incredible writer, and the sort of person that pushes you to be better. Not just at your job, but at being yourself. I consider myself lucky to have had the opportunity to work with her, and can only imagine you’ll feel the same."
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"Hi there, 
I worked with Liza when I was a cub of a copy writer at Leo Burnett Detroit.
Liza was always coming in hot with fun ideas and inspired me consistently to become a better writer.
 She is one heck of a headline writer and goes above and beyond on every single project she’s assigned.
Beyond a hard skillset, Liza Pryor is a fantastic human being. 
She is passionate, hilarious, and isn’t afraid to speak her mind.
She follows her heart as much as her brain. 
She is a cheerleader and a coach.
A kind soul and a honest friend.
She works hard and most importantly she cares about people.
And if you’re in the advertising business, you’ll know it’s not a business about advertising but a business about people.
Trust me, Liza knows people.
She combines her prowess for writing and weds it with her knowledge of psychology.
If you ever have a chance to work with Liza Pryor even for just one assignment you’ll know exactly what I’m talking about."
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Frank Viglione, Senior Copywriter @ Highdive
"What's the term for someone who is not only very skilled at their job but also a golden personality hire? I think we should call them Lizas from now on. Liza is a person that if I were being shown around a new job and discovered that she was working there as well, I'd probably scream like a Swiftie. She's good people and even better writing."
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Kevin Omans, UX/UI Designer, Founder at Great Zont
"Liza writes good. Like real good.
I was lucky enough to be partners with Liza for a couple years — and as you might guess — she did most of the writing. She's able to come up with a range of styles of ideas, and knows how to get clients the work they need— not just the work they asked for.
She's a lot better writer than ChatGPT (that's important these days?) but damn near close to as fast.
To current / future employers of hers:
Pay her well and keep her happy because her level of talent is a rare one. Your clients will thank you."
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Joe Orlando, Associate Creative Director @ FINN Partners
"Liza is one of my favorite writers I've worked with. Not only can she stay on brief, she knows how to push the work to be better whenever possible and is a joy to collaborate with."
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"I worked with Liza for a little over a year at Leo Burnett and seeing her face every day truly added some extra joy to my life. Liza is not only a talented writer, she is also an amazing singer and makes the most bomb baked goods in all of Michigan. She is such a genuinely kind and thoughtful person. I left Leo before I got my birthday cake (it's a retail thing, you wouldn't understand) and she baked one for me so I could eat it on my last day. She's truly a one of a kind person. Someone you don't come across very often. I wish everyone could have a coworker like Liza and I miss working with her every day."
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Maddie Archambault, Senior Designer @ minds + assembly
"To say Liza was an excellent addition to our team would be an understatement. Joining a fast-paced agency at a very busy time, Liza fit right in to Brogan & Partners—working quickly and creatively to write social media, blog posts and eBlasts for our nonprofit and specialty retail clients. Copywriting seems to come quite naturally to Liza, as she can often churn out the headlines and status updates you wish you’d thought of yourself. She’s a joy to work with—clever, intelligent, a fast learner and one of the greatest grammar gurus. I’m confident Liza would excel in any environment, and I’m very eager to see the things she’ll accomplish."
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Kaitlynn Crane, Associate & Senior Copywriter @ Brogan & Partners