About
My name is Neil and my friend and former coworker Laura is an incredible writer. If your organization needs a marketing communications expert—full-time or freelance—get in touch with her!
Learn more
- Read all 32 reasons.
- Check out Laura's LinkedIn profile.
- Download her portfolio (PDF).
- If you have a job opening or freelance work that Laura might be good for, e-mail 32reasons@gmail.com.
Spread the word
- Share a link to this site with anyone you know who might benefit from working with Laura. Reblogging and posting a link to this site into your Facebook page or Twitter feed are greatly appreciated.
- Become a fan on Facebook. Don't forget to also share the link with your friends there.
Does Laura know about this?
Yes, but she's not responsible for any of the words and errors on the site--those are all mine.
Thanks!
Looking for something specific?
#32: Because You're Trying to Sell Something
Here’s marketing in a nutshell: find ways to sell something to somebody who should like to have it, while finding a nice middle ground between being so low-key they don’t realize you’re selling something and being so aggressive they never want to buy anything from you. You can’t lose sight of the fact that you’re trying to sell something, but you can’t approach your target audience that bluntly.
Laura knows how to create concepts and write copy that sell effectively at the same time they inform and even entertain the people who encounter them. One of the first major projects where I saw Laura excel was a catalog for a large technology client. In the past, the company had produced large catalogs that covered a wide range of products, but this time it wanted a smaller catalog that focused on an emerging approach to technology.
Laura worked with one of our art directors to create an engaging catalog that helped readers figure out how they could find a good entry point into this new realm. The catalog was clearly organized and punctuated by clever, sometimes even funny introductory pieces that made you want to keep reading. The result? You learned even more about the company’s breadth of products and more reasons why you should buy them.
The catalog became a huge success for the company, both in terms of sales and because more of the company’s international business units invested in translating the catalog for other regions—something that had been a stumbling block for the larger catalogs. As a result, it became a model for several future projects.
If you want to sell something—that is, if you want to make meaningful connections with people who should want to buy what you’re selling—check out Laura’s LinkedIn profile, download her portfolio (PDF) and e-mail 32reasons@gmail.com.
