My Portfolio
Just a few samples of client projects and the results they produced. Of course, not all projects are represented here. At times, NDA’s (Non-Disclosure Agreements) and any number of other factors may prevent me from publicizing the project, the results or both.
Blogging For Dollars sales letter
Two years running . . . and it’s still going strong. That’s a control in anyone’s book. Contact me so we can turn your product or service into an unbeatable sales generator like this one!
Feast your eyes on the astonishing results this blog produced for a client. Using blogging and SEO strategies, I took the blog from 0 to the #1 slot in MSN Search (relegating even the client’s own site to the #2 and #3 slots!) and the #6 slot in Google (as of this writing). And I accomplished this in an unheard-of 14 days!
Plus, with content that spoke to users’ issues and concerns ensured a flood of new subscribers, returning readers and other sites linking into it each day.
Click here to see the proof for yourself: #1 in MSN Search
How I Got A Loss-Leader To Outsell The Flagship Product!
For Nintendo I designed a campaign that sold over 400,000 copies of a under-performing game. What astonished everyone was that the game was a loss-leader and wasn’t projected to sell more than 50,000 copies! What made the deciding difference that produced such a startling result?
See the Before and After of a client site as it moves from static and uninteresting to a dynamic layout with content that’s designed to pull their target markets deeper into the site and respond - either making the sales or advancing them further down the lead generation funnel.
I did the brochure’s conceptual design and wrote the content for this software company’s national commercial real estate listing application. Notice how the dotted line carries the reader’s eye through all the major hot buttons for this target market. The semi-visible words in the background were all words that my research revealed were important to the target markets.
Corporate Electronic Discovery Online Checklist
A dual purpose checklist detailing the mission-critical steps that must be taken by clients (and prospects) should an evidence discovery verdict be rendered against them. Clients would either be sent to this page via email, or the HTML document would be sent to them for further duplication and distribution to in-house counsel.It was also effective as a premium to be sent or personally handed out at seminars. Used as a seminar premium, it increased lead conversion by 5%.
Innovative Brochure Design & Content
A good, solid piece and broke new ground in what is normally utilitarian advertising in a utilitarian industry — home warranty services.
The direct response-styled headlines and content were a first for this industry.
Software Testing Lab’s Skunkworks Division
With this ad, a software testing laboratory announced it’s new Java Testing division. I created the content and conceptual design.
Collateral CD Interface Design
Rather than mailing out a plethora of documentation, this electronic discovery firm decided a CD containing all the collateral accessed by a nifty interface would not only be the most cost-effective way to go — there would be more opportunities to upsell in a high-tech way to a high-tech industry. I designed the interface and wrote the content.
Another first for this industry — using a direct marketing style on what is typically a stodgy document. Note the innovative use of a benefit-oriented headline, which leads into the subheading. Also note the sidebars, the section headings, the wording of the features so that they actually read as benefits.
When this and the other similarly-designed collateral was rolled out at LegalTech (a national trade show for the legal industry) this company’s collateral eclipsed that of the larger competitors who had spent hundreds of thousands of dollars on their collateral. Ahhh . . . the power of direct marketing/direct response principles at work.
First-Of-Its-Kind Benefits-Oriented Collateral
In the legal electronic discovery field, features typically litter the marketing collateral with no corresponding benefits. I proposed a strictly benefits-focused document without discussing the features — another first-of-its-kind for this industry. Don’t get me wrong, features have their place and are effective — when used properly.
Fortunately I worked with a very intelligent Marketing Director who understood this, and the power of direct response marketing.
How This Unique Close Skyrocketed Response Rates
Again, feel free to note the innovative use of a benefit-oriented headline, which leads straight into the body copy. Also note how the sidebars highlight the key features of the product the company most wanted to promote.
Note also how on page 2, I used a negative call-to-action. Here’s why — this targeted market segment was corporations. And from a legal perspective, most corporations teeter on the brink of disaster when it comes to their vulnerability to electronic discovery-based litigation.
I did extensive research and found the corporations that were experiencing the most pain that this product would eliminate, and wrote that as a brief benefit-focused consequence of (continued) inaction. In fact, that particular close is titled: “Risk Of Inaction.”
With the previous collateral (see the Before & Afters), demand for the product was mild. When this data sheet was debuted — inquires and demand rose over 10% in a single week.
How To Make A Boring Price Guide Sing
A collaborative team effort from myself, the Marketing Director and one of the salespeople. The challenge: to take the successes the company was experiencing with the other direct response-styled collateral I wrote, and duplicate it with the obligatory, but necessary pricing guide.
First, we wanted the pricing guide to continue to sell the prospect on the unique benefits this company offered. Benefits they simply could not get anywhere else. I did the content and the copy style and the Marketing Director came up with the 3D bar graph (which continued to build on the benefits) that graphically demonstrated why this company’s pricing model was superior to others.
The Staggering Difference Good Copywriting Makes
See the Before and After of an electronic evidence discovery company’s data sheet for their flagship product. Page 1 is the Before version.
Page 2 is the After version where I wrote new content and added a new design. Notice how the headline, the subheadings and the section headings all work synergistically with the content
After reading it, if you’re not salivating it just means you’re not in the electronic discovery field. Trust me, the After version (and still the version they use) hits all the hot buttons if you’re the target market.
I also created what has become the tag line for this company’s flagship product “Litigation Review At Your Fingertips.”
This direct response-styled letter for a local marketing firm boosted the response over 300% during its first week run.
How A Chiropractor “Adjusted” His Client Base
This direct response mail piece (and later, a targeted email campaign) packed a one-two punch for the chiropractor.
The doctor wanted to re-activate patients whom he had not seen in the previous 12 months. The mailing generated a 300% response, of which 70% were still active patients 8 months later.
This direct response-styled letter for a famous hypnotist has yet to be used, sadly enough. It has all the hallmarks of a HUGE money-maker — solid instances of The Promise, The Picture, The Proof, The USP, The Close and a targeted Offer that no one interested in changework could resist.
Email me getresults(at)roicopy.com and we’ll set up a time where I’ll be happy to show you how I can do the same for your company. (Please remember to replace the (at) with the @ symbol. This helps stop spambots.)
