Kim Snyder
Creative Director – Direct Response, Fundraising & Marketing
Creative direction and copywriting for nonprofit fundraising and brand marketing, built on a campaign that drove revenue growth for a decade — with a specialty in reaching 35+ female and 50+ audiences.
30%+
Revenue growth, every year, for a decade. Peaking at 40%.
1,000+
Radio stations running that work, across two national networks.
2x
The industry’s benchmark for exceptional results.
“Kim is incredibly creative and brings a lot to the table for her clients. She’s an out-of-the box thinker with solid organization, lightening fast completion of projects and always a pleasure to work with.”
“Kim is a one of a kind. I’ve never seen another writer with her ability to connect with people through copy like she can.”
Writing Samples
National Radio Daylight Savings Spot
Film Noir Themed Radio Theater
Film Noir – Daylight Saving Time (Fall Back)
Detective:
It was a dark and damp night. He sauntered passed a lamppost as the evening train rolled by. A dog barked in the distance. The clock struck 3…(two rings)…the clock struck THREE…
Woman:
Darrrrling, it can’t be three….don’t you remember…this is the night we set the clocks back. (suspenseful organ hit)
Anncr:
Daylight Saving Time ends this Sunday morning at 2am. Set your clocks back Saturday night …and go ahead, sleep in….it’s not a crime.
A message from Positive, Encouraging KLOVE.
–Disclaimer–
FEMALE:
It’s that time again…the leaves are falling, temperatures are dropping and the holidays are just around the corner….all of it signaled by the end of Daylight Saving Time. So, before you think about your holiday guest list or getting new coats for the kids, remember to set your clocks back one hour this Saturday night….and while you at it, you may as well set your scale ahead ten pounds.
ANNCR:
Daylight Saving Time…not observed in the following states and provinces: Arizona, Hawaii, The Virgin Islands, Puerto Rico, American Samoa, Saskatchewan and parts of British Columbia…new this year in Indiana….welcome!
Published Trade Article
Are You Worth Investing In? (Radio Trade Article)
I was perusing movie reviews while trying to arrange a night out with my husband recently. Scrolling through pages of online comments I realized that the more unpopular selections shared a running thread, “There was an absence of characters worth investing in.” I don’t know about you, but to me that spells a waste of my time and hard earned money.
We were all created to seek connection. Even with fictional characters! And when we hope to find it somewhere and come up empty handed we’re usually happy to warn others to steer clear. Which begs the question: Are your characters worth investing in?
Christian radio is one of the few remaining loyalty based formats. Our listeners listen longer, they interact more deeply and they invest more in us, both emotionally and financially, than in most other formats. And that used to be enough to sustain a Christian radio station. Maybe not so much anymore.
Our audience doesn’t have to know the current media trends to know that they have options and that what they think matters. In fact, there has never been a time in which individual consumer opinions bear more weight in the success or failure of a business than now. So how do you make them want to invest in you?
Interaction….right?
Not so fast. We can tweet until we’re twittered out, make more Facebook friends than we’ll ever remember and take endless text requests from our audience. Interaction has come to be expected. And I for one, am a huge fan. But at the core, listeners are still just looking for relationships that are worth their time.
If we expect our listeners to invest in us they need to see us investing in them. Sure they feel good when we do great things in the community and support other groups who serve. But like all consumers; all humans, the song playing in their heads is ‘What have you done for me lately’. And it’s a honest question. Because none of us invests in a relationship unless we see evidence of a personal investment from the other party. It’s a two step dance.
Step 1: We Connect
The best advice I got when I started on the air at the age of 15 was “talk to one person at a time”. Great advice. But which one? Is it the stranger I brush by, flashing a fake smile to look more friendly than I feel? Is it the one who looks a little more needy than I have time for? Or to keep it super holy, maybe it’s that small group leader who’s scripture memorization skills never cease to remind us just how far we have yet to go. Maybe not.
The one person we should be talking to on air is our new best friend. It’s the one you’ve had coffee with a few times who you’re discovering you have so much in common with . It’s the one you know just well enough to admit a mistake you made to. The one you’re willing to talk to about a struggle you’re going through. The one we should be talking to is the one you hope, but don’t yet know for sure, will just except you for you.
Step 2: They Connect
If I were to talk to you like I described in the last paragraph, how would you respond to me? Honestly. Would you sit back with your arms folded and think of ways to pick me apart? Would you draw designs in the foam of your latte and count the minutes until it ended? Or would you be engaged….maybe lean forward and share something back with me? When we engage our listeners at gut level, they will want to do the same.
At any given time you probably have a handful of produced pieces running on air featuring listener comments. They’re great to help listeners relate to other listeners and to help the group feel of the whole thing. But are you making room for your listeners to complete the connection with you personally?
Do your talent ever interact at a personal level? Do other listeners get the feeling that they’re over hearing your private coffee house conversation? Do you give updates on air so they feel like thy want in on your private group? Many people will never call the listener line but all of them are making up their minds if you would be worth the time.
Station sponsored or other public events are perfect opportunities to build real life relationships with our listeners. Ask them more than surface questions whenever you get a chance. If they have good news be happy for them just like you would with a close friend. If they’re hurting, make the time to pray with them. It only takes half a minute and for goodness sake, you’re allowed to in this format.
Just these few simple things will turn listeners into investors…in you. Not just for this quarter. Not just for one day part. But for as long as you choose invest in them. And that makes everything worth the time.
Most writers depend heavily on AI for writing.
It’s great at hooks but it fails where most writers also struggle – knowing how to build a connection with your customer in a way that builds instant brand loyalty.
I'VE BEEN BEATING CONVERSION METRICS SINCE BEFORE AI WAS BORN
THE BRIEF:
Company: Meridian
Product: Rest Nightly — sleep supplement. Magnesium glycinate, L-theanine, low-dose apigenin. No melatonin.
Price: $58 for 30 nights · $46 on subscription
Format: Landing page copy, 80–120 words
Buyer: Woman, 52–64. Falls asleep fine, wakes at 2am most nights, lies there an hour. Worn down in a way she’s stopped mentioning.
Already tried: Melatonin (groggy), two other supplements, a prescription she quit, cutting caffeine, a sleep app.
Believes now: This is just what her body does at this age.
Objection to beat: “I’ve heard this before.”
Proof available: 90-night money-back guarantee, refunded whether or not she returns the bottle · 14,000 subscribers · no clinical trial of its own
Must do: Earn a second sentence from a woman who has stopped believing this category.
BATTLE OF THE ADS
AI's BEST COPY
What if better sleep didn’t require a prescription, a complicated routine, or another night spent watching the clock?
As we get older, sleep can become harder to count on. You may fall asleep easily but wake up at 2 a.m. Or lie awake when your mind should be resting.
Meridian Rest Nightly is a simple nightly sleep supplement designed for women 50+ who want to support restful, uninterrupted sleep—without adding another complicated step to their evening.
$58 for 30 nights.
MY COPY
It’s 2am again.
You’ve tried the melatonin that leaves you groggy, apps with empty promises, even prescription medication.
Maybe it’s just unavoidable at this age.
It’s not.
Sleep issues that aren’t solved by the most obvious solutions can be unlocked with Meridian’s Rest Nightly.
14,000 women just like you are finally sleeping well again.
Try it for 90 days. If you’re not just as impressed, we’ll give your money back – even if you keep the bottle.
Get thirty nights of sweet, refreshing sleep for just $58.
Rest Nightly – try it tonight. Decide in 90 days.
RESULTS
- Hypothetical open. Asks a four-time failed buyer to imagine success before giving her a reason to.
- No guarantee. Misses out on conversion of 15–30%
- No social proof. Left out actual numbers provided, abandoning a 19–34% lift
- No objection handled. Created an instant exit point.
- Zero specific numbers. Specific figures consistently outperform vague claims across tested copy.
- Her history first, product second. Meets the buyer where they are then walks them to your product
- Guarantee with the term that matters — “even if you keep the bottle.” wins a 15–30% typical lift.
- 14,000, on its own line. Social proof with a 19–34% typical lift.
- Objection named, and handled before any claim is made.
- Closes on her decision, not the promise. Competing products closed on a promise that failed. We close were it matters – at conversion.
THE METHOD
I created an audience-persona framework built from a single company’s real data set that was so successful it became the industry standard, used to guide campaign development and content strategy for a specific listener profile: women 35+.
Exceeding expectations through customized systems and frameworks for specific results is my superpower.
RESUME
25+ years in creative direction, direct response copywriting, and campaign development for nonprofit and brand marketing clients. Full résumé below — download for the complete history.