I developed a worldy tone and voice to help separate Häagen-Dazs’ new Reserve line of ice cream from its regular brand. Words like exclusive, exotic, sourced, rich, evocative, unique and sumptuous created appetite appeal that helped make Reserve’s debut a successful one.

For this animated .gif banner I worked a loop: 1.) push the offer; 2.) address the target’s pain points; 3.) push the offer.  The white paper was ultimately downloaded over 800 times, which created the same number of unique A-list leads.

I helped Genbook develop a comprehensive brand position, brand strategy and clear value proposition, and then carried it all through with targeted Web site copy. The result was a 13% increase in marketshare.

goAUPAIR needed to detail five different program and pricing levels, aupair profiles, selection processes and a whole lot more. I suggested an intuitive navigational scheme and a straight forward tone and voice that resonated with time-crunched, non-tech-savvy moms.

As a company still in its infant stage, Jaypar needed its Web copy to speak to potential investors as much as to prospective customers. I helped them accomplish both.