Case study: FIND/SVP-Guideline
Copy: B2B Direct mail healthcare marketorial
Marketing challenges: FIND/SVP—now Guideline—is the nation’s only single-source provider of customized business research and analysis. Their popular off-the-shelf reports target medical marketers and business owners—discerning B2B customers who dislike and distrust overblown, superlative-strewn sales copy. The reports’ pricing can be an obstacle for some customers who may need support through a longer sales cycle.
Copywriting solutions: For these four-page healthcare direct mail packages I used a long copy marketorial format. Targeted heads grab attention and draw readers into body copy that touches on medical marketers’ pain points. To assure value for the reports’ pricing, I packed the “front page” with useful, relevant information. Page two provides substance-hungry readers with more hard data: When available I used charts, graphs, the report’s complete table-of-contents, list of exhibits, pricing and contact information to make this package especially appealing to its scientifically sophisticated readers.
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