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Meet Christine Fitzgerald of Write Choice Copy in Sandy Springs

Today we’d like to introduce you to Christine Fitzgerald.

Thanks for sharing your story with us Christine. So, let’s start at the beginning and we can move on from there.
I came into copywriting from a very circuitous route. I attended college at Florida State back in the late 80s, and obtained a Bachelor’s degree in Theater. I had wanted to work for Walt Disney World as a stage technician for their live shows in the parks. I got stuck a polyester costume and a name tag – and it didn’t appear I was getting anywhere as quickly as I wanted to. I went back to school at the University of Central Florida, where I got my degree in Radio/Television. As part of my studies, I interned at a local television station, and my love of television production ended up taking me to Atlanta to work for CNN. The late night hours, low pay and high stress level of working in news production wore me out and I ended up in search of a new career. Jobs came and went, I got married and moved back to Florida and eventually landed a job as an Account Manager at an advertising agency in Tampa. In addition, to my client service duties, I started to get called upon to write copy for some small pieces. I have always enjoyed writing and relished the opportunity to spread my wings. My husband job relocated us and I was fortunate enough to get a job working remotely for a network of entertainment websites, where I really got to be creative and gain an audience. Unfortunately, the company asked me to move out to Los Angeles, which I was unable to do, so I was once again in search of a job. I have held a number of contract copywriting gigs with companies over the past ten years. I started my freelance business, Write Choice Copy, in 2006. I do have a permanent, full-time writing job with an insurance company, but am able to write for other clients during my down time. I love the chance to be able to write for different audiences, using different brand voices, and crafting content for an array of mediums. I still write daily in the celebrity realm as well, and am a contributor to the entertainment site After wearing many different hats, I think copywriting is the one that has proven to be the best fit for me.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It has not been an entirely smooth road. It’s very difficult to find regular, permanent work as a copywriter. On the plus side, I have learned to make some amazing recipes featuring ramen and other inexpensive ingredients.

I’ve found in my experience that many companies feel they can just write their own content, without enlisting the assistance of a professional. I’ve spent many hours fixing the work created by people who know their product or service like the back of their hand, but aren’t able to effectively find the words to get their message across to their audience in a relevant and compelling way.

Another thing that has proven to be an obstacle for me is that not a lot of people actually know what a copywriter does. I’ve been on many a first date or at a networking event when I am inevitably asked “What exactly do you do?” There is a lot to being a copywriter – there’s marketing, advertising, an even a little psychology involved – on top of being able to develop engaging content. I like to think I am a conduit for communication between businesses and the entities they serve.

Write Choice Copy – what should we know? What do you guys do best? What sets you apart from the competition?
I work with clients on a freelance/contract basis to create content for a wide array of communication and marketing materials. I have put together blog posts, social media campaigns, press releases, trade show materials, brochures, emails, newsletters and advertisements. With my current role at Atlantic American Corporation, a campaign I worked on promoting our annual incentive trip for our agents won a Showcase Award of Excellence from the Insurance Marketing & Communications Association (ICMA) this past June.

I feel what sets me apart is the range of experience I’ve had over the past 12 years. I think writing for the entertainment industry has helped me foster my creativity and given me the ability to look at marketing in a different way than many of my colleagues. Working in a news environment has given me the ability to work quickly and effectively – I deliver work in a very timely manner, often far before my deadline. When my clients need me, I always make time for them and love to collaborate to create content that gets the job done.

What moment in your career do you look back most fondly on?
Winning the Showcase Award of Excellence at this year’s Insurance Marketing & Communications Association annual conference has definitely been the high point of my career so far. To be acknowledged by your peers in an industry that may not be considered a place where creativity gets a lot of play is a big accomplishment for me.

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Image Credit:
Photography by Navarro

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