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Copy Writing: That Sounds Just Like Bob!

The Situation

Like a space shuttle on a cloudy day, our client was struggling to launch a new web site. Bob, the owner of Medcom Billing Services, a chiropractic billing services company, had secured a programmer and a top-rated graphic artist but he couldn't seem to get a handle on the web site content. Bob is passionate about his business, faithful to his client base, and determined to help others. He is also a phenomenal marketer; yet he was facing a dilemma common among business owners. Writing about yourself and your company is tantamount to a brain surgeon drilling into his own skull.

The Solution

When Bob and Nicole met, he brought along a stack of articles, web page print outs, his brochure, and pages of notes. The original plan was to sort through all of these idea sources and use them as a foundation for the website content. However, when they started talking, Nicole realized that Bob's passion, deep knowledge of the chiropractic field, and his creative voice would provide more than enough material for the site. After a little less than two hours together, Nicole understood the needs of chiropractors, what makes their business model different from other medical fields, how Bob's business was designed to serve those needs, the resources the site could provide for chiropractors, and all of the reasons why Bob's company is the best billing services choice for chiropractors. Armed with this wealth of information, Nicole set to work writing the copy for Bob's site.

Because she had listened to him and demonstrated an understanding of his work style, Bob asked Nicole to take on the role of project manager for the web site development initiative.  By sharing her insight into Bob's business, Nicole was able to help the graphic artist isolate two dominant theme options to share with Bob.  Bob quickly selected his favorite elements from both and the team expedited the creation of a site template.

While the graphic artist and programmer worked on building the site, Bob enlisted Nicole's help for another project. In order to drive traffic to his site and grow his client-base, he wanted to produce a set of three marketing letters and a brochure. Bob shared samples of brochures he liked from other industries and together they brainstormed an engaging motif for the campaign.

A mutual friend of Nicole and Bob's took the time to thank Nicole for helping Bob. She explained that the web site project had been very stressful for him. After entrusting Nicole with the copy writing and project management responsibilities, his stress-level went down and he felt much better about the initiative. When Bob shared the web site content, brochure, and letters with his business partner, as well as other respected colleagues, they all had the same reaction,
"That sounds just like Bob!"

Case Study