Simon Shaw, who runs the talent-booking agency Shaw Entertainment, which specializes in top-shelf and cutting-edge theater for children, needed an email copywriter who could capture his British voice and highlight his artists. He reached out to me to create a monthly email newsletter that shines a spotlight on some of his current season’s most anticipated productions, without giving the other artists on his roster the short shrift—and without hard-selling any of his shows or services.

We came up with this simple yet effective format of introductory text emphasizing Simon’s favorites and most buzzed-about shows, and two boxes with rotating mini profiles of his artists, including descriptions of what makes their productions so spectacular. As the season progresses, we’ll add routing information, so theater directors can see when a particular production will be in their area and book accordingly, plus links to resources for theater professionals, such as calls for grants and castings.