Web
Writing Wizardry Samples and Case Studies Here
are just some of the web sites where I have applied web writing wizardry techniques
and secrets to improve response and overall effectiveness |
|
Marketing for Jim Cramer and theStreet.com
I
created many campaigns as chief creative marketing consultant for The Street.com,
headed by Jim Cramer. You may have seen Cramer's TV show Mad Money on CNBC). I
also created campaigns for individual advisors on the site, each with his/her
own consulting business. Let me take you inside some of the successful campaigns
I created. These case studies will show the step-by-step process of creation,
the rationale and the creative work that was used. See screen shots of an online
tutorial, flash ads, emails, landing pages and more.
Yes,
let me see the case studies
|
|
|
Beating
the control by 444%
Created an email sales letter for Growth Report.
The strategy entailed using a bonus report on China stocks as the hook to sign
up for a trial subscription of the investment newsletter. Sing up included filling
in credit card information. Accroding to the Marketing Director my sales letter
beat the control by 444%. Take a look - click
investment sales letter | |
| |
|
Hope
for Restless Leg Syndrome
Not too long ago Restless Leg Sydrome was mysterious and misunderstood. Before
the recent TV push for its product, Requip wanted to educate the audience
about RLS. I helped write a comprehensive, unbranded, educational website before
the launch to inform people about RLS, including case studies, tips and more.
www.requip.com |
|
| | |
| Shaking
Up the Insurance Industry Life settlement changes the game for life
insurance. It’s a win-in for financial advisor and plicy holder. The marketing
pieces I wrote and supervised helped NAF Funding, a leading company on life settlements,
get the word out to policy holders and financial advisors. They included direct
mail, a training manual, a
video for cable
TV and the web, and a video
segment for PBS | |
| | |
L.A.
Angels promotion
Working with Belacoso, an L.A. based ad agency,
I developed an online cross promotion PR campaign for two of their clients - The
Los Angeles Angels baseball team and El Torito Restaurants. It resulted in a front
page interview and article in a leading trade magazine. According to agency president
Tony Garzio, the high profile article was a direct result of the online campaign
I created.
Online Pr |
|
| | |
When
Countrywide Was King
Before
Countrywide Financial got caught up in the subprime mess, they were the most formidable
marketer of home loans. They developed numerous products to address the needs
of different home owners at different stages in life. I created a wide range of
response driven vehicles to increase business for these niche products, including
writing direct mail, email, and landing pages..Countrywide
sampleCountrywide
sample | |
| | |
| The
Most Successful New Product Launch
I was part of the team chosen to
launch iShares by Barclays Global Investors. As one of the lead writers and strategists,
I wrote many sections of the iShares website. The website had two main tracks:
One to individuals, the other to financial intermediaries, such as stock brokers
and financial advisors.
The task was to clearly educate these audiences
about a whole new investing tool. The other part of the task was to market the
benefits of ishares. It turned out to be the most successful new investment product
launch in the past 15 years. www.ishares.com. |
|
| | |
| "signups
increased virtually 100% overnight." " By
changing this web owner's online marketing process and rewriting some key web
pages, I was able to transform the effectiveness of her website.
She says, "Leon rewrote some key pages and my website visitors and signups
increased virtually 100% overnight." "
| |
| | |
Compelling
Web Browsers to Read the Page Job
#1 for a web page is coming up with an idea that immediately grabs the
target audience you want and practically compels them to read. That's what made
this email salesletter I wrote successful. It incorporated the idea and graphics
of the old Twilight Zone TV show and used it as a hook to talk about the topsy
turvey financial world baby boomers now face. | |
| | |
Marketing High-Ticket Online Advice
Gary B.
Smith offers a very expensive, online financial advisory service. I created this
lengthy online sales page knowing I had to offer strong reasons and compelling
support to convince potential customers to give the service a try. I also created
a series of provocative online ads to drive traffic to this web page. To see the
page, click
here (then click on bottom-right icon when it appears to enlarge) |
|
| | |
|
The Most Successful New Product Launch
I was
part of the team chosen to launch iShares by Barclays Global Investors. As one
of the lead writers and strategists, I wrote many sections of the iShares website.
The website had two main tracks: One to individuals, the other to financial intermediaries,
such as stock brokers and financial advisors.
The task was to clearly
educate these audiences about a whole new investing tool. The other part of the
task was to market the benefits of ishares. It turned out to be the most successful
new investment product launch in the past 15 years. www.ishares.com. |
|
| | |
The
Making of a Cult
Here's part of a campaign I created for a growing
cult winery in Sonoma. The campaign (emails leading to an online offer) tied together
purchase of the wine with a non-profit wheelchair organization. The second part
of the campaign drove sophisticated wine drinkers interested in cult wine to sign
up for membership to the winery. And a new campaign is building an exclusive membership
list to the winery. | |
| | |
SEO
and an Online Brand Here I helped an entrepreneur get better SEO
and develop an online brand with a targeted Wordpress blog. After developing a
name that establishes authority in the credit card processing niche, I helped
him develop a distinctive brand personality. Together we made the blog copy display
an attitude along with humor - a unique voice in the field.
www.themerchantmaven.com | | | | |
Building
a Newsletter Gold Rush
The challenge here was improving sign-up rates
for an existing newsletter. It had a working but limited Adwords campaign. I created
and tested campaigns with new adgroups and new ads, demolishing previous click-through
rates and driving more traffic to the sign-up page. See The
Gold Report.
| |
|
Pay-Per-Click
Success
Being able to create high ROI pay-per-click ads synchronized
with landing pages that convert well has become essential to online success. Here,
I created a highly effective pay-per-click campaign tied to a powerful landing
page for a real estate ebook.This campaign helped sell over 1,000 ebooks
(as well as create a targeted list) in a short stretch of time. To see one of
the landing pages, click
here. | |
|
|
| | |
Search Engine Optimization Services that
Pay Big Dividends
SEO
is a big stew, with a range of ingredients: There's on-page optimization, including
choosing the right keywords, smart use of meta tags, and effective internal link
structure. Then there important off-page factors, such gathering relevant, one-way
quality links. The trick, if you can call it a trick, is using and mixing on
and off page elements together in just the right way..
That’s
what I did here for the website www.Smallcaprecap.com.
I blended it all together so that the site ranked #1 on msn and reached
the top 10 in google for the highly desirable keyword phrase - "smallcap
stocks." | |
| | |
Squeezing more leads out of squeeze pages
Getting
people to opt-in may be the most important step in creating customer relationships
online. Hee's a case study that shows how I I quadrupled the previous conversion
rate, resulting in thousands of new opt-in leads for this newsletter. It uses
an interesting technique I call Contentus Interruptus.
To read the case study,
click here
| |
|
