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
