Copywriting case studies

Developing core marketing messages

Sometimes companies struggle to put their uniqueness and core benefits into words. It's usually a case of not seeing the forest for the trees. Business owners are often so busy "working in the business" they don't have time to contemplate what makes them better than their competitors.

It can be very beneficial to have a copywriter take an "outside-in" view of the business in order to develop core marketing messages that will motivate the target market.

The challenge
VisionFoundry is a custom software developer in Virginia, USA, with a unique user-focused design methodology. They had been in business for two years and had attracted their clients by word of mouth. However, in order to attract more clients they wanted to create a website that describes who they are and what they do.

The challenge for VisionFoundry was defining the benefits of their services in simple and compelling terms. "I'm so involved in what I do every day, so it's second nature to me. But I didn't know how to communicate what we do to other people," said VisionFoundry's Robyne Kenton.

The solution
In order to clarify their core marketing messages text-centric developed an executive marketing summary for VisionFoundry. Using a questionnaire and a Q&A phone interview, text-centric produced a concise written statement of exactly what VisionFoundry does and the benefits of their services.

The executive marketing statement then served as the foundation of VisionFoundry's marketing materials. A print version was used as a capabilities statement for distribution to potential clients and the core messages were reiterated on their website.

The result
VisionFoundry's executive marketing summary has enabled them to communicate more powerfully about their services - in print and online. "The copy is brilliant. I passed it around to people who don't really understand what I do and they all got it," Robyne said.

Read the executive marketing summary (PDF 681 KB)