Challenge Arrange telephone interviews; obtain copy input from client personnel. Develop messaging based on marketing strategy, hitting essential hot buttons and pain points. Work within designated copy areas and page real estate established by approved design.
Solution Essential messages articulating MacKenzie's depth of experience, reputation for quality, expertise in finish carpentry, and trustworthiness were conveyed in page headlines, subheads, and supporting copy. Telephone interviews with top management were used to gather raw input. This became engaging text that highlighted individual skills, contributions, and personalities, written in a way that appeals to customers.
What was special Client enjoyed kid-gloves treatment by a writer who arranged interviews, encouraged them to speak freely, and guided conversations to draw out important points. From the design firm's perspective, internal creative staff were able to put copywriting on auto-pilot, handing it off to a trusted colleague with confidence. "Here are the key points. Here's the client's contact info. You know what we need. Take it and run with it. Thanks!"
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