BUT WAIT, THERE'S MORE...
namING | COMMUNITY | DIRECT MAIL
Email, direct mail, TV spots, radio spots, print ads, banner ads, blog posts, Facebook posts, tweets, telemarketing scripts, posters, postcards. If it uses words, I've probably written it. Below are just a few of the more interesting projects I've worked on over the years. If you'd like to see more, please ask.
PRODUCT NAMING: HASBRO MIGHTY MUGGS
Collectible vinyl figures are definitely a thing. And Hasbro was smart to create their own line of unique toys that would appeal to the collector crowd and kids. But they didn't have a name. So I brainstormed a bunch of possibilities, and Mighty Muggs is the one that stuck. They became very popular, and even have their own Wikipedia entry. I love these funky, chunky little guys. I even let my boys play with them if they're very, very careful.
COMMUNITY: ECOLOGY CENTER OF BERKELEY
Maybe only another writer would understand, but I'm very proud of this postcard I wrote for the Ecology Center of Berkeley. It perfectly communicates what they want residents to do—with a direct headline and plain language that makes curbside recycling seem simple and doable. An economy of words, in service to a desired action. Who could ask for anything more? But seriously, please recycle.
DIRECT MAIL: CHARLES SCHWAB PRIVATE CLIENT
I cut my teeth on direct response marketing, thanks to one Michael F. Gould taking a shot on a 22-year old greenhorn with a degree in English and no career prospects. Mike was the best first boss a guy like me could have asked for: an enthusiastic mentor, passionate about the power of marketing to reach an audience and compel them to act. After a few years, I was coming up with my own concepts for direct mail programs and writing them, including this piece for Charles Schwab's premier advisor service, Private Client. Looking at it again reminds me of all the good times we had and great work we did at M. Gould & Co. Thanks, Mike.
DIRECT MAIL: SALESFORCE SERVICE CLOUD
I'm still convinced that the right direct mail piece sent to the right people at the right time can really make an impact—and achieve awesome results. This self-contained mailer, which was sent to customer service leadership in big companies, makes the case for Salesforce Service Cloud in a friendly, conversational, and persuasive way. Salesforce attracted great response and substantial new business with this piece, and I love the way it turned out.
