Marketing Makeover for Catalog Blurbs These catalog blurbs are examples of great rewrites. See the difference for yourself by reading the before and after recreation class descriptions. Notice that the “after” description is still close to the same length – but has a more powerful selling approach. Brochure Transformation Challenges I Had: - Worked with a predetermined, and limited, amount of space. - Only information I had was from an awkward, old brochure (see the before). - Needed to include additional copy that was given by the project manager. - One day to complete. What I Did: - Lots of research. - Ruthlessly cut unnecessary copy from the old brochure. - Discovered the heart of the promotion. - Blended in additional copy. Travel Article – with a Marketing Vibe A sample of a short travel article on Boulder, Colorado. Limited Background + Hard Work = Overnight Success! Client Needs: A non-profit wanted a one-page informational letter. The plan was to use it as a “leave behind” piece after meeting prospective donors. The client needed the first draft by the next day. My Dilemma: I had a limited background on the subject. And the non-profit didn’t have much written information they could give me. How I Did It: I did a
Chicken Broth Recipe for Product Packaging I developed and wrote a variation of the Swanson’s Mashed Potato recipe. Chicken Breast Recipe for Product Packaging The Challenge: The vendor offered unappealing recipes that used unusual ingredients. The marketing department wanted three new recipes – in only two days. What I Did: I developed and wrote appealing recipes that used common ingredients – and were simple to prepare. |
