Product & ad copy

I write the product page, packaging, and ad copy for Singular Sound’s pedals, from the Xpresso expression pedal to BeatBuddy 2 video ads.

Role: Product page, packaging, and ad copy
Company: Singular Sound
Timeline: 2026, ongoing
Tools: Shopify, Adobe Premiere, online captioning tools, Google Sheets

Selling a pedal in three bullets

Xpresso product page · Singular Sound website

Xpresso turns the tilt of your foot into real-time parameter control. The page opens with the headline “Wake Up Your Rig with Xpresso,” then keeps it short: three bullets covering what it does, what it connects to, and what it works with.

The Xpresso product page

Say hello on the box

Xpresso packaging

On the box, the same idea gets more room. The back panel opens with “Say Hello to XPRESSO” and a short paragraph on what it controls: tempo, velocity, and volume on BeatBuddy 2, and input levels, track levels, master level, and loop decay on Aeros. A key features list on the side covers the details at a glance, from the rugged metal build to the 2-year warranty.

Back of the Xpresso box held in a hand: “Say Hello to XPRESSO,” a paragraph describing the hands-free expression controller and what it controls on BeatBuddy 2 and Aeros — Back of the box

Front and side

Side of the Xpresso box with a Key Features list: lightweight rugged metal construction, 2 stereo audio I/Os, EXP out port, what it controls on BeatBuddy 2 and Aeros, custom MIDI commands with the MIDI Maestro, passive power, and a 2-year warranty — Key features panel

BeatBuddy 2: a 5.82 ROAS in March

BeatBuddy 2 video ad · Live since February 2026

This eight-second animation for BeatBuddy 2 went live in February. I wrote the on-screen copy and the caption.

The BeatBuddy 2 video ad

The copy

The on-screen text runs four short lines, each pairing a benefit with a highlighted word:

Add responsive drums to your playing.
Navigate setlists hands-free.
Visual display of the beat.
The ultimate drummer companion.

The caption:

Everything you need to rock in just one pedal. BeatBuddy 2 delivers the power of live drums with the ease of hands-free control.

Order the BeatBuddy 2 today — with free U.S. Priority shipping over $99 + flexible payments.

The results

March: 5.82
April: 5.54
May: 3.09
June (first half): 2.27
July: 3.41

Silver Aeros: an 8.43 ROAS in May

Aeros Loop Studio video ad · Live since April 2026

This video for the silver Aeros Loop Studio launched in April. I wrote the on-screen copy and the caption.

The Aeros Loop Studio video ad

The copy

The caption:

Record. Mix. Repeat. Never miss a beat with Aeros Loop Studio. Create without limits.

Order yours today with free U.S. Priority shipping over $99 + flexible payments.

The results

4.11 ROAS in April, its first month
8.43 in May
3.4 in July

What the ROAS curve taught me

Singular Sound’s overall ROAS typically runs between 2 and 4 a month. Both ads opened well above that, then settled into it: BeatBuddy 2 went from 5.82 in March to 3.41 in July, and Aeros went from 8.43 in May to 3.4 in July. That’s a normal arc for ad creative, which tends to wear out as the same people see it again and again. A winning ad doesn’t stay a winner on its own.

What I’d do differently

I’d plan a creative refresh around the two-month mark, so a new version is ready to launch as soon as the curve starts to fall, instead of letting one ad run until it fades. I’d also test new hooks and opening lines in each refresh, so every round teaches us something about what makes people stop scrolling.

ROAS (return on ad spend) is the sales an ad drives per $1 spent on it. The figures come from monthly ad reports.

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