Joe Schoppy followed a fairly typical route for a copywriter. Play football at Princeton. Major in philosophy. Run a personal training business. Pretty boilerplate stuff. But from these rather mundane beginnings sprouted something unique, like some kind of wordsmithing, big-haired flower that produces compelling copy instead of scent. His work on clients like Planet Fitness, Dockers, SuperPretzel, and the University of Florida left him with an ability to write for any media and an obsessive inability to ever be satisfied with his writing (this is the 27th version of this bio). But across this diverse range of clients, the one thing that’s the same from those he’s trained to those he’s written for—they’ve all seen the results they were looking for. Whether that was building their audience or a better set of abs, or in one rather interesting case—both.