For more than a decade, professional, freelance copywriter and SEO specialist Mike Roe has provided advertising copywriting to graphic design and advertising agencies in Los Angeles and Indianapolis, as well as to motion picture studios, interactive gaming publishers, toy manufacturers, plastic surgeons, dermatologists, heart surgeons, luxury cosmeceutical companies, insurance agencies, upscale apparel retailers, wineries and Las Vegas casinos. Although the freelance copywriter specializes in taglines, he's also written copy and provided concepts and copy for the Web, TV and radio spots, theatrical trailers, consumer and trade ads, packaging, billboards, sell sheets, brochures, hang-tags, corporate bios, directory profiles, blogs, newsletters and press releases. Since 2006, Mike has authored Web sites and blogs for clients in 16 states. In 2007 alone, he authored over 500 pages of original Web content. In 2008, he was one of 20 SEO copywriters selected by Atlantic Publishing to provide a case study for their book "The Complete Guide to Writing Web-Based Advertising Copy to Get the Sale." Mike Roe - All Copywriters Are Not Creative Equals.

1. Theatrical One-Sheet M I K E R O E
c o p y w r i t e r
102 DALMATIANS FINISH TAGLINE
This Season... Cruella’s Pulling Out All The Spots.
ALTERNATE TAGLINES
Meet a Woman Who Likes It Ruff.
When It Comes To Fashion, She’s Got a 102 Track Mind.
She’s Back and Dressed to the Canines and Fives.
She Fought the Paw and the Paw Won.
The Original Fashion Dictator Is Back, and She’s Ready to Take Her Bow… wow.

2. Theatrical One-Sheet M I K E R O E
c o p y w r i t e r
JOE DIRT FINISH TAGLINE
He Came. He Cleaned. He Conquered.
ALTERNATE TAGLINES
He’s a Regular Guy… In an Unleaded World.
The Time’s They Aren’t A Changin’!
Born and Inbred In America.
Change With the Times? He’ll Have to Mullet Over First.
Meet a Man Who’s Life Is Permanently Stuck In Trailer Park.
Top of the World. King of the Hill. A-hole Number One.

3. Theatrical One-Sheet M I K E R O E
c o p y w r i t e r
BOAT TRIP FINISH TAGLINE
Singles Cruise. Double Trouble.
ALTERNATE TAGLINES
An Ocean Excursion Wasn’t Exactly the Kind of “Outing” He Was Expecting.
With Thousands of Swinging Singles, It’s Hard Keeping Everyone Straight.
Since Getting On, All Anyone Can Think About Is Getting Off.
When He Sees Something He Wants, He Fakes It.
This Singles Cruise Has Him Swinging the Blues.

7. HBO Special One-Sheet M I K E R O E
c o p y w r i t e r
THE BEGINNING FINISH TAGLINE
A Comedy Special For The Ages.
ALTERNATE TAGLINES
The Ultimate One Night Stand-Up Routine.
The Comedy Special They’ll Be Talking About For DeGenerations to Come.

11. Theatrical Ad M I K E R O E
c o p y w r i t e r
DROWNING MONA FINISH TAGLINE
A Hysterical Comedy That’s All About
Taking Out The Trash.
ALTERNATE TAGLINES
A Black Comedy About White Trash.
No One In Verplanck Wanted To See Mona Dead… They Just Wanted To See Her Die.
Friends In No Places.
Death Finds Everyone Eventually. Of Course, When You Drive a Yugo, It Doesn’t Have To Look Very
Hard.
A Murder Mystery That’s Not About Catching the Criminal, Just Thanking Him.
The Murder of Mona Dearly Has Everyone Asking Why… They Didn’t Think of It First.

12. Interactive Gaming Ads M I K E R O E
c o p y w r i t e r

14. THERE’S
STRENGTH IN
NUMBERS
At Notre Dame,
we tackle the most
enduring questions
and di cult challenges. Fighting for what we believe in—regardless of the size of our
opponent and despite whether or not anyone believes we can be victorious—is what we’ve
always done, are doing, and will always do. With your support, we can do even more in
nding innovative solutions to global health issues, human rights concerns, and more.
JOIN THE FIGHT. VISIT FIGHTINGFOR.ND.EDU.
WHAT WOULD YOU FIGHT FOR?

15. Theatrical One-Sheet M I K E R O E
c o p y w r i t e r
SANTA CLAUSE 2 FINISH TAGLINE
Get Ready For Some Reindeer Games.
ALTERNATE TAGLINES
It’s Hard to Save Face, When It Just Broke Your Fall.
The Christmas Lights Are On, But Nobody’s Home.
This Holiday Season, Have Your Fruitcake and Eat It Too.
Fly the Furry Skies.
North Pole… We Have a Problem.
‘Twas the Night Before Christmas… Nothing Like Waiting to the Last Minute.

17. Professional Bull Rider Packaging M I K E R O E
c o p y w r i t e r
INSIDE FLAP COPY
Headline: The Pride, The Pain, The Gold Buckle.
Feature Copy:
Dead meat or red meat? It’s your choice in cowboy or bull mode, where you’ll soon discover what life
on the other side of the fence is like.
Man vs. Beast – just you, an angry bull and an arena of innocent bystanders.
BACK OF BOX COPY
Headline: And You Thought Only Kids Ate Dirt!
The only sport where numbers are worn to make it easier to identify the body, is now the only
interactive game exclusively endorsed by Professional Bull Riders, Inc. Designed by those who ride, for
those who want to, it’s also the only game that’s got it all, y’all – the official rules, scoring, events, bulls,
seasons and cowboys.
Bullet Copy:
Ten Reasons To Cowboy Up!
• Play as the bull or pray as the cowboy
• It’s falling or mauling in 2-player head-to-head play – including cowboy vs. bull

18. Is Greece’s
financial crisis
all Greek to you?
Bloomberg’s Matthew
Lynn explains Greece,
the Euro and the
sovereign debt crisis.
Available wherever books and ebooks are sold.
Wiley and the Wiley logo are registered trademarks of John Wiley & Sons, Inc.

20. Disney Princess Packaging M I K E R O E
c o p y w r i t e r
FRONT OF BOX COPY
Headline: Create a Gown, Pick Out a Crown and
Live the Princess Dream!
BACK OF BOX COPY
Headline: Appear On Screen as the Princess of Your Dreams!
Every little girl’s dream becomes any girl’s larger-than-life reality in the all-new Disney Princess Magical
Dress-Up, where girls can appear on screen as the Princess of their dreams! With Ariel, Belle or
Jasmine as their Princess guide, girls get to make their own My Virtual Model™ princess by selecting
from several different hair styles and skin tones – they can even import a photo of their own face! Then
magically mix and match hundreds of gown styles, sleeve accessories and jewelry to create a unique
Princess look. Once becoming the Princess of their dreams, girls can explore even more enchanted
worlds where additional accessories are waiting to be discovered!
Inset Copy:
Princess Guide
Let Jasmine, Ariel or Belle be your personal guide on a royal adventure!
Princess Mirror
Use a favorite photo to create a 3D model of yourself with My Virtual Model™ –
a cool new technology!
Secret Tower
Design millions of princess looks using gowns, accessories, jewelry – even different hairstyles!
The Garden of Dreams
Explore magical worlds – like Ariel’s Undersea Hideaway – and collect new jewelry and dresses.
Star of the Story
Create a princess story book – with you as the star – and share it with family and friends!

21. Shrek Packaging M I K E R O E
c o p y w r i t e r
BACK OF BOX COPY
Headline: You Loved The Movie…
Now Play The Adventure!
The greatest fairy tale never told comes to life in an ogre-the-top,
action-packed adventure to rid Shrek’s home-sweet-swamp of those
pesky little fairy tale characters. Get ready – it’s going to be a knock-
down, drag-out, fairy tale journey of twists and turns, flips and
throws, with all the zany fun you’ve come to expect from the not-so-
lean, green fighting machine.
Features Copy:
• Over 20 extra-ogre-nary missions
R•TYPES Packaging
BACKLINER COPY
Headline: Wanted: Multi-Dimensional Fighter Pilots
R You R-TYPE of Fighter?
Do you enjoy fiendishly frantic gameplay? In this challenging
opportunity, you’ll be taking on 2 classic arcade shooters, R-TYPE
and R-TYPE II. The successful candidate will go up against gigantic
bosses, destroy strange alien creatures, and in general, commit
mayhem on a daily basis. Must relocate to strange worlds across 14
action-packed stages. No experience necessary. For the retro gaming
experience of a lifetime, inquire within. AN EQUAL
OPPORTUNITY DESTROYER.

22. (continued from front flap) $27.95 USA / $33.95 CAN
TRUPP
Wall Street had hoped to make a killing off of
individual investors like Phil Trupp. Unfortunately
Praise for RUTHLESS
for them, Phil refused to lie down and die. Ruthless
is a compelling true story of life-altering struggle
and redemption. It’s also one of the first books
to speak up on behalf of victims of the financial
“Take it, Phil. It’s free money.”
RU T HLE S S
“In a period when investors have been betrayed by both the financial industry
meltdown, and a timely guide for any investor
and the regulators charged to protect them, Phil Trupp has distinguished That’s what author Phil Trupp’s trusted financial
hoping to learn how to fight back against the
himself. I commend Phil for his dogged persistence in exposing the massive advisor said when he recommended auction-
criminal subculture of Wall Street.
rate securities (ARS). The advisor went on to
fraud encompassing the auction-rate securities market. Phil Trupp as David
emphatically state that ARS were, “Completely
PHIL TRUPP is a slays the financial industry’s Goliath in his fabulous work Ruthless. As a long safe. Completely liquid. Just another form of
veteran investigative
standing Wall Street veteran who treasures truth, transparency, and integrity, cash.” What he failed to disclose to his client was
journalist, and the
I salute Phil Trupp and Ruthless for providing an abundance of these badly that the financial market was in serious trouble
author of many
and banks had ordered brokers to move ARS off
books, including Sea needed virtues.”
their balance sheets and into investor portfolios as
of Dreamers: Travels —L ARRY D OYLE , Fox News financial commentator and creator
with Famous Ocean HOW ENRAGED INVESTORS RECLAIMED quickly as possible. Soon, Phil would learn that
of the Sense on Cents Web site 87% of the auctions had failed, and that $336
Explorers and Tracking
billion had been lost. Or was it stolen? And if so,
Treasure: Romance T H E I R I N V E S T M E N T S A N D B E AT WA L L S T R E E T could he prove it?
& Fortune Beneath “Given recent scandals, Ruthless by Phil Trupp is a must-read. Trupp explores
RU T HLE S S
the Sea and How to Find It! He is also a regular the criminal subculture of Wall Street in a candid manner. He is a straight Ruthless: How Enraged Investors Reclaimed Their
commentator for New York Times Dealbook and shooter and tells it like it is.” Investments and Beat Wall Street documents the
New York Magazine Online, as well as a weekly
dramatic, all-too-true story of Phil Trupp’s travels
contributor to www.auctionratepreferreds.org, the —B RUCE F REEMAN , The Small Business Professor ® and
from Washington to Wall Street and around the
Internet’s top site on auction-rate securities (ARS). coauthor of Birthing the Elephant World Wide Web as he asks and gets answers to
Trupp was assistant bureau chief of Fairchild
the questions he and hundreds of thousands of
Publications/ABC CapCities, where he covered
the White House, Pentagon, Supreme Court,
PHIL TRUPP investors just like him had, including:
Treasury, NASA, and the Federal Reserve, and, Referred to as a “financial roach motel” (investors get in, but they can’t get out), • How does a 20-year-old market suddenly
today, lectures on “The Future of Journalism” at there had never been anything like it in Wall Street’s checkered history—$336 collapse?
American and Georgetown Universities. billion in auction-rate securities were suddenly worthless. Hundreds of thousands • Was the failure scripted?
of investors—from corporate giants like 3M and Texas Instruments, to reporters • What, if anything, could an ARS investor do
with the Wall Street Journal, to small investors—lost everything. Phil Trupp was to get his or her money back?
Jacket Illustration: Rampaging Wolves Attacking,
one of those investors. He was determined to fight back, and that’s what he did.
illustration from The Hobbit, by J.R.R Tolkien (1892-1973),
Ruthless shows you how he took on Wall Street and took back what was his, and Ruthless is also a story about taking action, of
edition published 1976 (engraving) by Mikhail Belomlinsky
how the mobilization of a network of focused,
(Contemporary Artist) how you might do the same.
Private Collection/ The Bridgeman Art Library angry, and financially literate bloggers put enough
pressure on state regulators to ensure that justice
Author Photo: John Trupp / Metro Graphics
would ultimately prevail. And it did. Today, Phil’s
original investment has been returned, and almost
$200 billion has been refunded to other investors
who fell prey to the biggest scheme ever devised by
Wall Street to rob Main Street.
(continued on back flap)

24. IN UNCERTAIN
Nnindye, Uganda. Photo by Matt Cashore/University of Notre Dame
Notre Dame student Katie Rose helps collect water for a family near
TIMES, ONE
THING IS
CERTAIN …
THE FIGHTING
IRISH SPIRIT.
Congratulations to the University of Notre Dame
for raising $2 billion.
On June 30, 2011, Notre Dame became the rst university without the
powerful gift-giving attraction of a medical school to surpass $2 billion in
a traditional seven-year capital campaign. e Spirit of Notre Dame campaign
raised $2.014 billion—exceeding its original goal of $1.5 billion. It is the largest
fundraising e ort in the history of Catholic higher education, with over
120,000 individuals and organizations
contributing to the campaign. “This landmark accomplishment is a
Funds from the Spirit campaign will help result of the belief of alumni, parents,
expand the University’s state-of-the-art research and friends in our mission to be a force
and educational facilities, create professorships for good in the world.”
that will continue to attract exceptional faculty —Rev. John I. Jenkins, C.S.C.
members from a variety of elds, provide even more generous nancial President of the University of Notre Dame
aid packages to an increasingly diverse student body, and extend Notre Dame’s
global outreach.
Grenzebach Glier and Associates celebrates the University’s success
and is honored to serve as its counsel.
Please call Mary Sorrentino at 312.372.4040 to discuss your goals, or visit
www.GrenzebachGlier.com/50.

25. Midnight Road Warriors Packaging M I K E R O E
c o p y w r i t e r
INSIDE FLAP COPY
Headline: No Cops… No Cop-Outs!
After midnight, men and their extreme driving machines meet to compete in a street race with one
goal… winning. They are called ‘Road Warriors’, and their race is not for the faint of heart. The rules
of the road do not apply. No cops and no cop-outs. The best drivers in the world and the fastest cars
ever created. It’s RMP in the A.M., and you’re about to find out if you’ve got what it takes to be
crowned King of the Road.
BACK OF BOX COPY
Headline: Life… and Death… In the Fast Lane.
Think you own the road? 16 other Road Warriors think otherwise. Welcome to a high-stakes,
high-speed world where the open road never closes. Through darkened city streets and across the
countryside, over narrow bridges and through snaking tunnels, you’ll not only face stiff competition
in a night-time setting, but you’ll also have to contend with blinding headlights and impaired visibility.
No air bags. No head restraints – just a gas-guzzling, rubber-burning ride on the wild side, where
everyone speeds, but only one will win.

28. Websites M I K E R O E
c o p y w r i t e r
www.mdgla.com
www.malibushirts.com
www.myamericanheritagehome.com
www.diversified-insurance.com

29. Engineers make the world a better place to live.
The College of Engineering at the University of
Notre Dame makes for a better place to work.
!"#$"%%&$"#'()*+,-.'/01$-$0"1'2344'5 42
Since 1873 when Notre Dame became the first Catholic university in the country
to have a school of engineering, we have viewed engineering’s mission of making
the world a better place in which to live as complementary to the University’s
mission of creating a sense of human solidarity and concern for the common good.
Today, Notre Dame’s College of Engineering is a distinctively Catholic research
institution focusing on four specific areas of research — energy, national security,
the environment, and bioengineering. Our state-of-the-art facilities, cutting-
edge research, and next-generation technologies, along with our diverse student
body and internationally-known faculty, continually demonstrate how one’s faith
advances one’s work, and how one’s work enhances one’s faith.
Notre Dame invites academically gifted applicants supportive of and dedicated
to enhancing its mission as a Catholic research university, particularly women,
members of historically underrepresented groups, and others who will enhance
the diversity of its faculty. To view open positions, please visit nd.edu/~engineer/
about/employment.html.
If we are not currently hiring in your particular field of expertise, or you are not
yet on the job market, we welcome hearing about you and your work. You will
find further information about employment at Notre Dame at nd.edu/~amsors/
ORS.pdf. Please contact us at nd.edu/~amsors/inforequest.htm so that we
can consider you when there is a faculty opening in your field.
Apply today. Make the world a better place to live tomorrow.

30. How Lehman
went for broke…
and succeeded.
From Vanity Fair’s VICKY WARD.
How Lehman played
“… unspools the
saga of Lehman…
with fire, and everyone
seething greed got burned.
and jealousies–the From Vanity Fair’s VICKY WARD.
stuff that makes
novels come alive.”
–KEN AULETTA, author of
Googled: The End of the “We feel the
World as We Know It
seething greed
and jealousies–
the stuff that makes
novels come alive.”
–KEN AULETTA, author of
Googled: The End of the
Available wherever books are sold. World as We Know It
Available wherever books are sold.

33. A law school is more than what it teaches.
At the University of Notre Dame Law School, our academic program stresses both legal
theory and practical skills training. at’s what we teach. What students quickly learn,
though, is that one of the Law School’s greatest strengths is the community we foster.
From our law students, faculty, and sta to our Career Development O ce and the
more than 8,000 alumni and supporters of the Notre Dame Law Association, there’s
a culture here unlike anywhere else, one in which students are greeted warmly, treated
collegially, challenged intellectually, and encouraged personally and professionally to
serve each other and the common good.
Where you graduate from is important.
What you graduate into is just as important.
law.nd.edu

34. Simpsons Packaging M I K E R O E
c o p y w r i t e r