I don’t just write copy — I Papp That.

And yes, it’s still OK to use em dashes.

“No one knows what it means, but it's provocative!”

I’ll tell you what it means.

One of my agency-life mentors coined the term to describe the thing I do with words — the extra layer of clarity, intention, and finesse that takes content from fine to finished.

See Also: Give It Some Oomph

Coming from the adaptable, open-source campaign king himself, this was of the highest praise.

When you Papp That, you give the content what it needs to shine.

To “Papp” something means whatever the context calls for — an adaptable modifier, if you will. Feeling excited? No… you’re feeling Papp-tastic.

If you haven’t caught on yet (and while trying not to Papp my own horn), this is the kind of spark a professional copywriter brings to the table. The human element. The nuance. The judgment. The secret sauce most non-professional — and especially AI-generated — writing lacks.

I’ve worked with a wide range of clients, from a renowned Catholic university to an LGBTQ+ luxury cruise line — and everything in between. If your brand needs clarity, confidence, or just a little more oomph…

Let’s Papp together.

Ready to Papp That?

Let’s take your content* from fine to finished, together. (*Secret sauce included)