Case study: Globecon Group
Copy: Financial services collateral
Marketing challenge: Analysis and evaluation of upstream oil and gas are complex high-stakes skills. Investment bankers, hedge fund supervisors and other asset managers benefit from training that hones and updates skills. To craft effective collateral for niche financial services training, copy had to convey expertise, clearly delineate a complex multipart offer and focus on benefits rather than features.
Copywriting solution: I crafted client-focused copy that opened by acknowledging asset managers’ valuation pain points. Copy went on to delineate benefits relevant to these pressured players and used subheads, bullets and bolding to simplify the multi-part service offering.
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