2014 Schedule
Interactive: March 7–11  •  Film: March 7–15  •  Music: March 11–16

Content That Captivates: A Hands-On Writing Workshop

#sxsw #sxworkshop


The best copywriting seems effortless. Seems. 

Behind that deceptively simple veneer lie crippling decisions and endless revisions. Don't be intimidated: the power to captivate consumers is within your grasp.

Led by TED Talk alum Jean Tang, this intimate workshop cultivates the tools necessary to enliven your web, mobile, print, or personal marketing content—any copywriting project you're tackling. 

Bring us a piece of your marketing copy: a homepage, blog, branded message, tagline, bio, or social media profile. We’ll provide a thoughtful critique and actionable redrafting plan. Walk-ins welcome.

This workshop is presented by MarketSmiths, a copywriting agency devoted to replacing generic commercial content with the careful strategy of words.



Daniel DiGriz


MarketSmiths Content Strategists LLC

Marketing isn’t a quick fix. That’s why MarketSmiths CMO Daniel DiGriz believes in sustainable marketing solutions, intended to extend reach, establish authority, and increase leads. When not coaching MarketSmiths copywriters, Daniel is CEO of Madpipe; by night, he writes fiction.


Gregory Lewis


MarketSmiths Content Strategists LLC

A winsome wordsmith, Gregory M. Lewis loves nothing more than absorbing new information and crystalizing it into clear, captivating copy.

While he excels at B2B copywriting, Greg is a tonal chameleon, harnessing a voice that ranges from buttoned-up professionalism to stripped-down spunk. Though he first earned his copywriting chops in the world of tech startups, Greg’s subject matters have grown to consumer goods, industrial products, finance, law, politics, and consultancies, to name just a few. His ghostwritten pieces have been published on platforms as diverse as American Express OPEN Forum, KillerStartups, and the ABA Banking Journal.

Greg brings his incisive insight and easy-going approach to every project. In his free time, the Chicago native can be spotted at Nets games, art galleries, and local concerts in Brooklyn.


Jean Tang

CEO (TopSmith)

MarketSmiths Content Strategists LLC

Jean Tang began copywriting at the age of 4. That’s when she started swallowing books whole—and training her brain to organize itself on paper. Later, she went to Juilliard (piano) and Cornell (business & fashion), became a lawyer (honors graduate), and then a journalist and cookbook author documenting lavish meals and travels for New York Magazine, The New York Times, and other top publications.

In 2007, Jean saw the need for a 2.6-second website: bite-sized, seductive, and jargon-free. She gathered other writers to help, and launched MarketSmiths, a creative copywriting agency dedicated to replacing generic content with the careful strategy of words.

Jean’s own writing draws liberally from her background as a luxury travel and food writer. She weaves dazzling imagery together with razor-sharp precision, and sets it to a rhythm that’s pleasing to the brain. She is a ‘word photographer’: able to grasp the mundane or abstract—and bring it to vivid life.

In 2012, Jean gave an 18-minute talk on copywriting at TEDxGramercy. She frequently speaks about high-end copywriting as fresh, 21st century literature.


Lucy Dotson

Account Mgr

MarketSmiths Content Strategists LLC

A metaphor maven, Lucy spreads jelly paragraphs and threads sentences with jeweled words.

This recipient of the Mary Low Carver Prize for Poetry finished her senior honors thesis in poetry at Colby College in 2012. She writes copy for B2C clients, with a special focus on messaging for lifestyle brands. She is a co-author of MarketSmiths' case studies, copywriting newsletters, and blog posts.

In addition to copywriting, this native New Yorker (Manhattan) writes creative non-fiction pieces and memoir.

Thanks to our sponsors

Miller Lite Monster Energy Esurance Chevrolet AT&T IFC Subway Austin Chronicle

Music sponsor

Sonic Bids

Interactive sponsors

Deloitte American Express Pennzoil