Michael David Winery, based in Lodi, CA, wanted to place an ad in Wine Spectator Magazine. Working with the fine folks over at Voicebox Creative, I helped them highlight their sustainable farming practices, as well as the climate the wines are grown in.
So much of copywriting is about thoroughly understanding a product and encapsulating its benefits as succinctly as possible. This WebEx white paper was used as a lead generation device, so its invitation to download needed to highlight how it would solve customers’ problems. I called out the benefits in a tiered headline approach, making it clear what those who chose to download would learn.
In the b2b world, sell sheets inform purchase decisions, which must be made often before products have even been released. The was the case with the Magellan Triton 2000, a backcountry GPS device with a host of features and benefits. I crafted the messaging and worked with an art director to create a piece that sold in product to special outdoor accounts nationwide. Download the PDF.
Not all videos are slick and costly. I was working on budget left over from photographing the entire men’s and women’s spring line of clothing when I scraped together enough money to produce 20 product videos highlighting Royal Robbins’ core products. There was no more cash for professional models, so I stood in and delivered the lines myself, using our designers’ fit mannequin to display the garments. Products that had the videos sold, on average, 20% better than those that didn’t.