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Emails from a real person’s address have higher click-through rates. Plus, the “It may surprise you…” construction works well.
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Riverbed Technology was looking for a way to stand out from competitors while sparking interest from prospects and customers. This magazine proposal is a perfect example of how headlines and design work hand-in-hand to draw in readers while promoting the brand.
The washed-out color scheme makes this design really pop. Inside you’ll find a variety of featured articles, tips from experts, high-information diagrams and Q&As. We even added house ads for partners to pitch their wares. Just imagine your sales team leaving this beauty behind after a call.
Too often in advertising we forget our customers and ignore our brand position. That is especially common in fashion retail, where the quest for cleverness leads us astray. Old Navy, for its part, never strays from its image of unique energy and quirky fun. And the retailer always remembers its customers: America’s value-conscious mommies.
As a contract copywriter at Old Navy my assignments ran from weekly circulars, to packaging and labeling, to billing inserts and press releases. You see here examples from a holiday press kit, a denim hang tag, and an in-store poster. Everything stays on brand and always remembers the customer.
When concepting messaging for conferences first picture yourself standing on the show floor looking up. What would get you to walk over to the booth with a question ready? Conferences also provide sponsorship opportunities on bus wraps, program belly bands and, our personal favorite, stairways.
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.
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.
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).
How do you advertise a business with people as its main product? Meet Prialto Personal Outsourcing, a company that assigns highly trained personal assistants to business executives. Prialto presented two challenges: 1) explain what Prialto does and 2) build an emotional connection between prospects and Prialto’s assistants.
The burnt orange color treatment really pops. The photographs are actual employees—no stock photos here—an ideal way to connect on a personal basis. The inside spreads arrange 937 words in small, digestible bites.
The headlines, always important, lead prospects through an emotional, yet fact filled, buying process. We even borrowed from direct response techniques for the YES! call to action on the back cover.
The key, often-ignored rule for web content is to focus on your customer. For Clos du Bois’s new website the customer was 24–34 year-old women a few years into their careers. What do they care about? Knowledge about wine: tasting, purchasing, pairing with food, enjoying wine country.
We prepared a series of website articles to demystify wine culture. Start with day trips in California’s wine country. (Hence sunrise balloon rides and a wine-country town square.) Follow that with practical wine how-to’s to bring wine drinking down from the heavens and into customers’ dinner parties.
There is enough in this kit to grow with you, so there is nothing more to spend.
There is enough in this kit to grow with you, so there is nothing more to spend.
There is enough in this kit to grow with you, so there is nothing more to spend.
There is enough in this kit to grow with you, so there is nothing more to spend.
There is enough in this kit to grow with you, so there is nothing more to spend.
There is enough in this kit to grow with you, so there is nothing more to spend.
There is enough in this kit to grow with you, so there is nothing more to spend.