Tease Prospects with New Information

Gentiae Direct Response Ensemble

Absent an offer, how do you motivate prospects to call? The pharmaceutical testing firm Gentiae dropped that challenge directly in my lap. The targets were high-level pharmaceutical executives. Success meant six figure contracts.

Solution

The solution was a direct-response ensemble. Start with a postcard alarming prospects with information about a new FDA regulation. Then promise answers at a Gentiae splash page. Follow that by a fact-filled splash page with a strong call to action. Back it up with banner ads and a Q&A page.

Copper’s role

Our role ran from strategy and concepting, to writing to locating web coders and hosting. This winning combination pulled 17 high-money prospects (a 3.4% response rate).

Client: Gentiae
Services: Concepting, copywriting, message consulting