Teardwn: Fractional Chief of Copy for DTC & eCommerce brands

Most eCommerce & DTC startups treat copy like confetti. They fling it everywhere, leave a mess, and pray for divine luck. I step in as your Fractional Copy Chief. I bring order, strategy and the kind of contrarian thinking that makes your words sell across every touchpoint—ads, emails, landing pages, packaging, and even the unconventional channels no one else dares to touch.

First, let me tell you a story about a mysterious Pope

The Pope, moved, replies, "I could listen for hours. This story tells us something important."

Cardinal Marivaux asks, "What?"

The Pope replies, "That goodness, unless combined with imagination, runs the risk of being mere exhibitionism."

You see, good copywriting blooms from product facts. 

But copy that states facts without any imagination is mere exhibitionism. And exhibitionism won't impact the consumer.

And that’s where I come in. Everyone else is lighting money on fire chasing the same expensive levers—discounts, UX tweaks, AI hacks, TikTok influencers, the latest shiny toy.

With me as your Fractional Copy Chief, you don’t outspend rivals. You outsmart them. With good copywriting. Everywhere your brand shows up.

Because good copy is the smartest unfair advantage in business.

Invisible on the budget line, glaringly obvious on the P&L. And because your rivals are too busy chasing shiny toys, you get it all to yourself. But only if you hire me. Obviously.

f your copy doesn't affect people's feelings, it isn't communicating. It's just a bad, boring, ignorable sales pitch.

This applies to all forms of copywriting — TV ads, outdoor ads, print ads, website copywriting, promotional emails, yada yada yada.

And speaking of touching people's feelings...

In the first season of Paolo Sorrentino’s magnificent ‘The Young Pope’ HBO Series, there's this scene that moved me. 

For months, Cardinal Marivaux has been trying to persuade Lenny Belardo (the Pope) to canonize the Blessed Juana.

Juana was a young girl who died of leukemia in 1980. People in Guatemala loved Juana and claimed she was a saint. 

Because Juana used to visit terminally ill children in hospitals. And many of these kids were healed after hearing Juana's fairytales about the Madonna.

So Cardinal Marivaux tells the Pope another story about the Blessed Juana.

He says, "When she was 15, she went to see the children at the hospital. And always brought tangerines with her. She didn't care whether they ate them or not."

Then Cardinal Marivaux adds, "But she wanted them to peel them. And to play at squeezing the peels and spraying each other with the bright and unforgettable scents of the fruit."

Cardinal Marivaux also adds, "Then she told the children: I will go away from you. And you will go away from me. But it doesn't matter. Because all that will be left on this Earth is the scent of goodness."

iguel

with

The One-Day-a-week Copy Chief

• Copy Teardown → I audit your emails, website, product detail pages (PDP), packaging, social media and ads. Then I show you what’s working and what’s wasting you money.

• Strategy Reset → Tone of voice, messaging architecture, and channel strategy fully aligned. You get insight, direction, and fixes that make an outsized impact.

• Fractional Leadership → I slot in as your Copy Chief. This includes weekly calls and ongoing reviews.

I act as your Copy Chief. Strategy + copywriting auditing + leadership, Remote, 1day/week

Your investment: $3599/month

The Two-Days-a-week Copy Chief

• Copy Command → Full ownership of your messaging across emails, website, product pages, packaging, social, and ads. So every word works harder.

• Strategic Oversight→ Tone, messaging, and channels fully aligned. Every touchpoint is optimized for impact.

• Team Leadership → I become your hands-on Copy Chief. This includes bi-weekly calls, ongoing reviews, team coaching, and direct guidance on every campaign.

I act as your Copy Chief. Strategy + copywriting auditing + edit and write copy + leadership + coaching. Remote, 2days/week

Your investment: $6599/month

"Teardwn provided copywriting for our marketing landing page. This was instrumental in setting the tone and path forward for all marketing materials, communication, and branding. Prior to this, we had struggled and never came up with something consistent. Miguel provided clarity within a couple of weeks. He was easy to work with, fast, and collaborative."

Mimi Chan, Founder & CEO of Littlefund

"Miguel was the key for us to level-up our marketing. Previously we had only been iterating on our same tired messaging. I was impressed with how little work it took on our part to get a comprehensive review from Miguel. Then, making the changes was as simple as copy-and-pasting, and we saw a categorical improvement we would have never got to with our A/B testing."

Maia Bittner, Co-Founder of Pinch

"Creating a brand from scratch was incredibly overwhelming for us. We knew we needed help with copywriting, but we were afraid that someone from the outside might not 'get us'. However, Miguel was incredibly quick in understanding our tone of voice, our jokes and what we wanted to communicate. Resulting in a webpage that is simple but still funky!"

Leticia Horvath, Co-Founder of The Green Conspiracy

I run my own company (Teardwn), so I understand your challenges (running and growing a business is hard!).

Teardwn is here to help companies like yours find their voice. And use copywriting as your legal unfair competitive advantage to GROW & COMPETE with the Big Brands out there.

I'm a trained marketer and have an MSc in International Marketing Management from University of Surrey.

I also have a 14+ year track record building startups & brands. I founded That Special Record (RIP) and co-founded Foodzai (RIP) + Gruv Lisbon (RIP). But I'm also a solo entrepreneur bootstrapping my own products.

Not your typical copywriter.

I have learned over years and years and years of trial and error, building my own startups, side projects and digital products.

That's why I do things for myself that match what I say I'll do for my clients. You can't beat this type of experience.