Tag Archives: copywriting with the audience in mind

cheat sheet: writing style guide for Plymouth Rock

Here’s a quick how-to writing style guide I suggested Plymouth Rock hand out to all of its employees…the 10 commandments of writing, if you will. The plan is to create a one-sided piece that people can stick up in their cubes and refer to when they have to write something. This mini-guide is a companion piece to a longer, more traditional brand guidelines book–I wrote the sections on branding and writing in that as well; this little baby is an offshoot of that. Some cute writing spawn for the corporate masses.

Kinda cool, right?

Now the company will have a quick way to stay on-message and sound consistent (and smart) when they’re communicating to the outside world about the wonders of Plymouth Rock Assurance. Yay.

Cheat Sheet_v2To see a bigger version, you can click this pdf link: Cheat Sheet_v2.

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Filed under consumer / B2C, insurance, online, print, sales

room by room: fold up poster for Bunker Hill Insurance

I’m pretty tired of brochures, aren’t you? That’s why I suggested this client do something different.

This fold-out poster gives you the same info as a brochure would, only in a much cooler infographic-style format that makes it easy to see why you really, really need homeowners insurance, from the front lawn to the back yard and every room in between. It folds up to be slightly bigger than a credit card. And just like a map, who cares if you can’t fold it back up exactly the way it was? Let the left-brained people deal with it.

Double- or triple-click on the image to see it better. Shout out to my girl Julie Miller, designer extraordinaire.

BH-NEW fold_v13-1

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Filed under consumer / B2C, insurance, print, sales