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The tricky part here was that some of the new tent designs were so out-of-the-box, they weren't sure how to sell them. And, it was important that buyers could understand the key benefit of each tent, and where it fit in the line. So we used benefit callouts to make each design stand out. The tents created huge industry buzz. And the company went on to win numerous awards including Editor's Choice for two of their most innovative designs. Today their Fast & Light collection is the largest and most successful in their tent line.
When MSR was getting ready to launch their highly innovative new tent line, they called me to help with the copywriting and marketing. But this wasn't just a run-of-the-mill sell-sheet project. |
Writing Samples Catalog Copy Mountain Safety Research dealer workbook insert
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