“...For Dummies” imprint as a leading “how-to” series via trade catalogs used by IDG sales reps when selling the series into bookstores.
The Solution: Created an ongoing series of catalog covers that both highlighted the distinctive black-and-yellow Dummies covers against a muted setting and reflected the playful nature of the books’ contents. Also created a series of magazine cover-style “grabber” bullet points to draw buyers inside.
The Marketing Challenge: To announce the forthcoming books on new Windows software while differentiating the publisher’s various series.
The Solution: I tied the brochure’s design in with the product manager’s POP campaign and opened the brochure with a chart/guide to the series, then devoted a page to each series, including overviews and annotated sample pages.
The Marketing Challenge: To clearly tell the environmentally friendly story of each product, along with the usual benefits and facts.
The Solution: I managed to write catalog copy that conveyed the “green” aspects of a product as well as the essential information needed to make a buying decision in the very little space allotted.
Web Content
(Online Catalog)
Company: Hello Direct
(telephone productivity accessories)
The Marketing Challenge: To convey all the unique features and benefits of an unusual product quickly and thoroughly yet succinctly.
The Solution: I researched the product and presented all the main benefits upfront in the introduction, using a copy tone that reflected the era of the product; made sure all the information was there that one would need to decide to buy.
The Marketing Challenge: To write copy for products that promote wellness, being careful not
to market them as cures or medical solutions.
The Solution: I followed the catalog company’s stringent guidelines, writing copy that focused on the elements of the products that were verifiable and/or benefits that could be realized.
