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Product
Seminar -- Donald
Trump Keynote
Objective
drive
attendance to event
Tactics
hard-hitting
direct response style, sprinkled with testimonials
Results
over
40,000 registrants
Product
Glass
Polymer®
Objective
promote
the benefits of using the innovative material
Tactics
focus
on the WIFFUM - "what's in it for me" and include
testimonials and examples
Results
an effective
sales brochure
Product
Specialty
product development software
Objective
build
awareness and generate sales leads among purchasing influencers
Tactics
focus
on target audience's key concerns
Results
strong
benefits focus that invokes response
Product
building materials & construction services
Objective
reposition company as a service organization
Tactics
developed mission statement and tagline, reinforced reliability theme with a reliability guarantee, summarized product offerings in tabular datasheets
Results
company is portrayed as a service organization with emphasis on reliability as their key product
Product
ERP software
Objective
strengthen loyalty, reaffirm commitment to e-business initiatives and inform existing and prospective customers on new software release
Tactics
included note from the CEO, summarized key features in a table, and used benefits-oriented sub-heads
Results
brochure was engaging and met the needs of technical and non-technical readers. Client was able to further its objectives by repurposing copy segments for additional sales materials
Product
specialty software
Objective
differentiate commodity product
Tactics
strong tagline emphasizes interface simplicity as it relates to features
Results
distinct differentiation from competitive products
“When the Learning Annex needs to fill seats for high-profile speakers like Donald Trump, Peter Frampton and Dr. Laura, we hire Joan Damico... her copy gets results!"
Samantha Del Canto
Executive Vice President
Learning Annex New York
