Joe Franklin: San Francisco Copywriter » Print

Counter Display

joejdf — Thu, 22 Jan 2009 19:40:07 +0000

For this Magellan Triton display, which appeared in REIs throughout the country, the simple backdrop copy and attached feature cards invited consumers to test the live devices in front of them.

Permanent End Cap

joejdf — Thu, 22 Jan 2009 08:50:12 +0000

This permanent in-store Fry’s display was all about cutting through a cluttered retail environment and making it easy for consumers to purchase the Magellan GPS device that was right for them. Copy elements included a Good, Better, Best comparison chart, device feature cards and an ad that highlighted Magellan’s unique AAA partnership.

AT&T Metro

joejdf — Thu, 22 Jan 2009 08:30:29 +0000

AT&T wanted to update the look and feel of its GoPhone prepaid phone. In this ad I focused on strong reader benefits and kept it short to stop them in their tracks.

Mirapoint

joejdf — Thu, 22 Jan 2009 08:27:16 +0000

This Mirapoint ad, which originally appeared in Computerworld, was meant to promote the company as much as its product. And the link that appears at the bottom helped prove that when it comes to copy, sometimes more is better.

SmithStern Yachts

joejdf — Thu, 22 Jan 2009 07:01:47 +0000

Find me a satisfied customer who’s willing to go on the record, and I can lead them down testimonial lane in a way that works for you and your brand.

E*TRADE

joejdf — Thu, 22 Jan 2009 02:44:08 +0000

Who can resist opening an envelope that implies the possibility of a better future, speaks to a group of which they are a member and uses the word “your”?

Belizza

joejdf — Wed, 21 Jan 2009 23:52:48 +0000

When it comes to packaging copy, decisions need to be made about what gets included. For this Belizza Smoothie Pack, I leveraged the product’s cultural heritage and energy giving power as successful sales tools.

WebEx

joejdf — Wed, 21 Jan 2009 01:52:08 +0000

Seeking to retain their #1 market share position for online meetings, WebEx needed to create 1,000 new leads. The solution was a multi-stage, direct-mail campaign in which I highlighted how WebEx’s solutions could make recipients more successful in their fields. All told the campaign achieved 1,767 unique leads for a 5 percent response rate that easily exceeded expectations.

Avaya

joejdf — Sat, 17 Jan 2009 03:14:43 +0000

More than any other medium, direct response gives us an absolute count of how we did in the competitive marketplace. Testing one ad against another is malarkey proof, and I’m happy to say that this one was a winner.

SGI

joejdf — Sat, 17 Jan 2009 02:22:49 +0000

SGI had a lot they wanted to accomplish with this direct mailer. Too much. In the end we struck a compromise: by using different font sizes and text placements I was able to prioritize the copy in a way that made sense.