before
Perhaps not surprisingly, CHET wasn’t getting a very good response to their postcard campaign. But how could they explain this rather complex financial product without confusing and overwhelming investors – but still get them to at least find out more?
after
First, we added a more emotive visual and pulled at heartstrings in the copy. And we simplified the information to give people an easier read and just enough information to make them want to know more.
Finally, we would evolve the emotional aspect in subsequent campaigns into more robust mailers and even emails – all of which would invoke a feeling of “you have today… but some day soon…” using a simple, iconic illustration.
Role: Copywriter
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