"Deborah is brilliant at getting it. She's able to take my disconnected thoughts and ideas about my business and quickly and effectively translate them into honest marketing communications. She's worth every penny she charges." - Bill Hughes, PrintFusion Inc.

Case Studies

PrintFusion Inc.

The Challenge:

After operating for 12 years under its original name, this Kingston printer decided to scrap its old identity and start over with a brand new brand. They hired us to flesh out the brand with website copy, direct mail pieces and radio ad copy.

The Solution:

When you're dealing with a subject like printing, it's easy to get caught up in the details and write something that goes over everyone's head. Our challenge was to make the material accessible and even entertaining.

We started by using direct language with an inclusive, almost conspiratorial tone, to make the reader feel smart and worthy of the material. That approach allowed us to go into a fair amount of detail, because it created an atmosphere that engages readers and encourages them to learn more. The result is a website that draws people into the world of high-quality graphic reproduction without talking down to them or numbing their minds with technical jargon.

For the radio copy, we chose a less direct approach. Because the topic was esoteric, we decided not to try cramming a meaningful competitive advantage in a 30-second commercial. Instead, we focused on the customer's signature offer (500 business cards for $25.00) and used a playful approach to build an emotional connection around it.

The Experience:

"Not only did Deborah write the copy, she helped me to focus my ideas," says PrintFusion partner Bill Hughes. "Deborah made me reach for a higher standard than I had initially verbalized. She showed me that something better was available and she helped me get to it.

"It wasn't an easy process, but it was satisfying. Deborah asked a lot of questions and listened to my answers and moved me toward a deeper understanding of our brand. You should only work with Deborah if you're prepared to be honest with her and with yourself."

The Results:

"We set some goals at the outset of the project," says Hughes. "We said we wanted to come across as innovative and fun, yet professional and reliable. I feel that we've achieved that. Customers tell me all the time that they know we take pride in our work or they know that we can handle their jobs - all because they've read our website. The website definitely enhances our credibility."

As for the radio ads, they generated impressive recall among listeners, who have been known to reference both the content and the offer in casual conversation.