Project

👋 Hi, I'm Mehak.
I write for
product teams.

Copy, content strategy, and messaging that moves people from curious to converted.

Most recently, managed messaging across a 1,000+ applicant admissions funnel.
Reduced cost per lead by 30%.
Onboarding emails driving 70% confirmed show-up.
Post-offer comms with 90% retention rate.

Before that, 20 study guides for a literature platform.
Dense texts, made readable. Written to hold attention, not just inform.
LinkedIn Say hello

What this portfolio is: Syncly is a fictional product. I made it up so I'd have something real to write for. Then I built everything a content team would actually ship , homepage, email sequence, SEO blog, lead magnet, LinkedIn carousel. No brief. No client. No one to check my thinking but me.

About

I studied literature
for five years. Turns out
it was content strategy.

Just nobody called it that at the time.

LinkedIn mmqureshie@gmail.com
Most recent role
Plaksha University, 2024–25
Ran undergraduate admissions for 1,200+ applicants. Wrote the positioning, ran webinars, did 200+ interviews, handled offer messaging, onboarding, retention. Didn't know to call it a content funnel then. I do now.
The degree
Close reader.
Five years studying how language works , what it's doing, not just what it's saying. I learnt that writing is iterating, and iterating forces you to clarify what you actually think.
Things I like
Reading. Walking. Noticing.
I read everything: matchboxes, menus, shampoo bottles, Substacks, dense theory. I go for walks and notice symmetry in things not designed to have any. I like the way a good signboard earns its second of attention. Most don't. That's interesting to me too.
One thing
Making the right thing obvious.
Reading a situation and figuring out what needs to be said, to whom, and in what order. I've done that in academia, in admissions, and now in content strategy. The context keeps changing. The problem doesn't.
Career thread
2017–2020
BA English Literature & Media
IUST, Kashmir
Where I first learned to read closely. For the story, and for what the text is quietly doing beneath it.
2021–2023
MA English + Thesis
Ashoka University, Delhi
Collated sources, built my own argument, rewrote it until it held. Produced a 20-page thesis, properly referenced. Learned that good writing is just iterating until the thinking is right.
2023–2024
Freelance Content Writer
Literature platform, freelance
Took dense, difficult texts and made them genuinely useful to read. Same instinct I'd been training for years, different format.
2024–2025
Senior Associate, UG Admissions
Plaksha University, Mohali
Ran the full funnel without knowing it was a funnel. 1,200+ applicants, 200+ interviews, messaging at every stage.
Now
Content Strategy Portfolio
Syncly (fictional SaaS, real thinking)
I invented a product and built everything a content team would actually ship. To see if I could.
What I'm looking for
A product team where the writing layer actually matters.
01
Be in rooms where the brief hasn't been written yet
Not handed a doc to polish. In early, when the thinking is still loose.
02
Learn the scroll economy
Attention is the only scarce resource left. I want to know what earns a second read , and why most things don't.
03
Work out what survives AI
Every SaaS product now has decent copy. So copy isn't the moat anymore. Voice is. Timing is. Point of view is. I want to be in the room where that gets figured out.
04
Close the loop
I've never seen my own open rates. I want to write something, watch it land, and know why.
05
Own the function, not just the output
There's a difference between filling a content calendar and building a content strategy. I want to do the second one.

One more thing: AI can generate copy. What it can't do is decide what's worth saying. That gap is where I want to work.

Say hello →
Projects

One product.
Five channels.

One product. One voice. Every channel it would actually need.

Syncly is fictional. I invented it so I'd have a real product to write for. The thinking is real. Click any row to open the full deliverable.
01
Homepage
Syncly Homepage
Full landing page for an AI meeting tool built around an uncomfortable truth: teams take good notes and never look at them again.
Lead with the pain, not the AI. The first draft positioned Syncly on the tech. The final version starts with what happens after meetings end.
WhatI wrote a full landing page for Syncly (a fictional AI meeting notes tool) from scratch. Positioning, hero, features, objection handling, CTA architecture.
HowI started with what goes wrong after meetings, not what the product does. Rewrote the hero three times before landing on pain-first framing. Every section earns the next.
OutcomeA complete homepage that positions the product without leading with AI. The reader feels the problem before they see the solution.
PositioningCTA architectureCopywriting
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02
Email Sequence
10-Email Onboarding Sequence
Trigger-based onboarding from signup to power user. Each email fires on behaviour, not a fixed calendar.
Switched from calendar-based to trigger-based. A power user on day 2 shouldn't get a "getting started" nudge.
WhatI designed a 10-email onboarding sequence for Syncly. Each email fires on a specific user action or inaction, not a fixed calendar.
HowI mapped the user journey from signup to power user, identified the real drop-off moments, and wrote emails that respond to behaviour rather than time.
OutcomeA trigger-based sequence that treats users differently based on what they actually do, not what day it is.
Lifecycle marketingBehavioural triggersRetention
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03
SEO Blog
Search-Optimised Blog Post
Long-form content targeting "automatic meeting notes" without reading like a product page.
Wrote around the product, not about it. Organic content that earns trust before it earns clicks.
WhatI wrote a long-form SEO blog post targeting 'automatic meeting notes', without it reading like a product page.
HowI structured it around the reader's problem first, let Syncly emerge as the answer naturally, and built in search intent at every heading.
OutcomeContent that earns organic trust before it earns a click. Reads like a guide, not an ad.
SEOContent strategyOrganic
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04
Lead Magnet
Meeting Accountability Playbook
A resource useful without Syncly, that makes the reader realise manual is exactly the problem Syncly solves.
The line between useful and manipulative is the hardest one to walk. Useful has to come first.
WhatI built a free resource , four meeting accountability templates, genuinely useful with or without Syncly.
HowI designed each template to solve a real meeting problem. The product mention comes at the end, after the reader has already felt how manual the process is.
OutcomeA lead magnet that creates value before asking for anything. The gap between 'useful' and 'manipulative' is the hardest line to walk. I tried to stay on the right side of it.
Lead generationValue-first
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05
LinkedIn Carousel
Viral-Format Social Content
7-slide carousel built to earn attention in a feed. CTA lands after the reader has felt the problem.
Added two slides before the product mention. The CTA has to land after someone has felt the problem, not just understood it.
Social contentDistribution
→

All five pieces. One brief. One brand.

Process

How I built this.
Including what went wrong.

Four decisions that shaped every piece.

01
I started with the wrong question
Scrapped the first homepage entirely
›

My first instinct was to describe what Syncly does. "AI-powered meeting notes." I wrote a full homepage before realising the problem: I was writing about a feature, not a feeling.

When I stopped and asked what actually frustrates people about meetings, the answer wasn't that notes are hard to take. It was that nothing from the meeting seems to stick. Decisions get forgotten. Tasks get dropped. The meeting happened and nothing changed.

Then I pushed it one step further. Even if the notes are perfect , does anyone go back and read them? That question is what the whole project ended up being about.

First draft
"AI-powered meeting notes for your team." Describes the tool. Doesn't touch the problem.
Final
"Your meetings are only as useful as what happens after them." The frustration most people recognise immediately.
02
Before writing anything, I wrote down what I believed
Four ideas every piece had to carry
›

Before I touched a single channel, I wrote down four things I wanted anyone reading Syncly's content to come away with. Not taglines. Just honest positions on the problem.

You can't really listen and write at the same timeWhen you're taking notes, you're half-present. You're catching up on the last sentence, not following the current one.
Bad follow-through is usually a system problem, not a people problemMost people don't drop the ball because they don't care. The meeting ended and nothing was in place to catch what came out of it.
A meeting is only as good as what happens because of itThe conversation is the easy part. The hard part is what gets done afterward.
A note nobody reads has already failedCapturing things isn't enough. If the summary sits in a folder, it might as well not exist.
03
I used AI to find the holes, not fill them
Every decision was mine. AI just pushed back.
›

I wrote everything myself. Once a draft existed, I'd ask AI to look for what wasn't working. Not "make this better" , more like "what would make someone stop reading here?"

Three questions I kept coming back to:

Homepage
"What assumption is this headline making? Where would someone new to the product lose the thread?"
Email sequence
"If the emails fired based on what someone did rather than how many days had passed, what would change?"
Lead magnet
"At what point does this stop feeling useful and start feeling like a setup for a pitch?"
04
Three things I rebuilt from scratch
Not small edits. The approach was wrong.
›
Emails: first version
Sent on a fixed schedule. Day 1, day 3, day 7. Everyone got the same email on the same day regardless of what they'd done.
Rebuilt as
Trigger-based. Someone who's recorded five meetings in three days shouldn't be getting a "here's how to get started" email.
Features headline
"Everything your team needs." Vague enough to mean nothing. Could describe any product.
Rebuilt as
"Six things that make follow-through automatic." Specific, and tied to the actual problem the product solves.
Carousel: 5 slides
Problem on slide one, product on slide three. The reader hadn't been given enough time to feel anything yet.
Rebuilt as 7
Two extra slides before the product appears. By the time it shows up, the reader has already recognised the problem as their own.
What this portfolio doesn't showThings I know are missing
01
How to get content in front of people. Writing is the part I'm confident in. Distribution , getting it to actually reach someone , is the gap I haven't closed yet.
02
A willingness to take a real position. The writing here is considered, but it's also safe. The pieces that cut through usually say something people would argue with. I'm still working on that.
03
Real data. Everything was built without feedback. No open rates, no one bouncing off the page, no signal of any kind. I can't know what actually works until it's in front of real people.