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have written for a large variety of clients, though my focus these
days is on direct response marketing. Below are just a few examples
of the writing I’ve done.
Click
on the company name to see images of the samples.
Direct Mail
KeyLabs
Direct Mail (2 images, 78K total)
This lead-generating direct mail package was a bit too effective.
Just the initial test mailing brought in more responses than the
sales department could handle, including several prospects who said
“Have a sales representative contact me right away.”
The package contained a 4-page letter, brochure and reply card.
Novell
GroupWare Self-Mailer (2 images, 32K total)
This self-mailer announced a limited-time software offer. Customers
could call a toll-free number to order, send in a reply card, or
buy from their local dealers. Novell estimated it received a 4%
response rate on this piece and considered it a success.
FranklinCovey
Self-Mailer
(24K)
Covey Leadership Center (now FranklinCovey) had developed a course
in the 7 Habits of Highly Effective People geared toward front-line
workers. This piece marketed the workshop to managers who already
had some experience with the success of the 7 Habits.
International
Collectors Associates (84K)
This 8-page full-color insert promotes collectible coins for investment
portfolios. Rather than play on greed, it paints a picture of economic
meltdown that would result if terrorists used nuclear bombs to destroy
an entire city -- a real possibility that's explained in this promotion.
It was a big hit with the target audience.
Collateral
Pieces
Seagram
Classics School of Service and Hospitality (88K)
For many restaurant service employees, knowing how to serve wine
properly is vital to their careers. I made sure the introduction
for this brochure addressed the intended audience and stressed the
benefits they would receive from attending this 3-day seminar on
serving wine.
Ad-Lib
Creative Services Promotional Pieces (100K)
When Ad-Lib Creative Services wanted to highlight some of their
work, they asked me to write up the stories. These serve as promotional
pieces that can be sent to clients and prospects.
Xpress
Bill Pay Brochure (60K)
A new company that offers an online bill payment system for cities,
utilities, and other organization needed a brochure that covered
all the benefits of its service.
Ads
Real
Estate Agent Ad Templates (3 images, 280K total)
A company that offered a marketing program for real estate agents
needed a series of direct response ads the agents could use to market
themselves. These templates let the real estate agents fill in their
own contact information.
Arrowhead
Dental Laboratory (76K)
Arrowhead caters to dentists. To promote its ceramic crowns, I wrote
an ad filled with benefits, both for the dentists and their patients.
Helius
(44K)
This ad gets right to the point, with the benefit "lightning-speed
access to the Internet" in the headline. Seems obvious, but
it stands out against the majority of ads using clever wordplays
or cute headlines. The ad targeted a technically-savvy audience,
and it addressed the benefits they're interested in -- speed, reliability,
security, affordability.
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