– SUCCESS STORIES
Projects that moved the needle
Messaging Strategy & Copywriting
Sekure Merchants
Sekure Merchants is a POS and backoffice provider for medium and small businesses, swimming in a category where the details and specs of products dominate messaging. Turns out, customers don’t care. They don’t even want to think about their systems. The solution? Make it emotional by aligning with customers’ most intensive desire: “No Worries.”
The “No Worries” strategy directed the happy and optimistic design of the site, along with developing a brand equity (a hummingbird) that, as I wrote, “In legend, its arrival signifies that stressful times are over, bringing news of light, optimism, and a joyful future.”
Messaging Strategy & Copywriting
Edelman’s
Edelman’s is a coin ship near Philadelphia that specializes in bullion, coins, and precious metals. The highest emotional intensity for customers is the fear of being taken for a ride. I positioned Edelman’s based on that fear, saying – and proving – that Edelman’s is “always fair.” That’s what customers seek.
In this case, I wrote the entire website, working with fourth-generation owner, Andrew Edelman, and the eDesign Interactive team.
Messaging strategy & copywriting
Iron Culture
Iron Culture came to us at eDesign because it needs a website that expresses its unique, go-for-broke attitude. The Iron Culture gyms across New Jersey are for the serious bodybuilders. No wallflowers here. The messaging strategy and hero copy – “All In” – powerfully delivers on that attitude.
Throughout the site, my copy keeps to that hard-core theme. Making Iron Culture’s message better attract its core audience as it continues to open new locations.
CHIEFS is an example of a brand built from the ground up. Working with eDesign Interactive, we took a start-up home-equity investment (HEI) product and positioned it as a win-win for both advisors and their homeowning clients.
The product, CHEIFS (Cornerstone Home Equity Insurance/Investment Solutions), also drew in investors, with parent company Cornerstone Financing generating $285 million from Aquiline and Nomura.
This effort included a website, marketing and advertising campaigns, and content generation.
