Are there cruzzles in your marketing?
a marketing copy project by DWC2010

Creative brief

Business Name

Dawn Westerberg Consulting LLC

What do you do?

I help business owners focus on the right target audience with the right marketing strategy and tactics to attract ideal profitable customers who do repeat business and serve as a source of referrals.

What is your industry?

Professional Services

Describe your audience

Business Owners who provide a specialized professional services at premium prices - technology consultants, cosmetic dentistry, health practitioners, attorneys.

What 3 things would you like to communicate to your audience through these materials?

I want to equate bad marketing with the cruzzle (puzzle thats pieces are made of crayons) This will be a packet (cruzzle, letter, business card) sent to my prospect list.

Is language a barrier to compelling marketing - are you relying on jargon, too broad an appeal, too much crammed into the piece? - like the cruzzle not sure what it's supposed to mean/do.

Are you targeting the wrong audience. Is the cruzzle meant for problem solving puzzle solvers or to provide colorful artful expression? If it is used to color, it loses its usefulness as a puzzle. If it's only used as a puzzle, the crayon aspect is a waste.

Remove the cruzzle from your marketing. Target the right audience with the right message in a way that they will be comfortable receiving it.

How do you intend to use these marketing materials (print, web, etc.)

This will be a direct mail letter (it will be sent with a cruzzle and some other pieces)

What do you need done?

Copy for the direct mail letter.

What content must be included?

See "What 3 things" above

What character, tenor or spirit do you want to convey?

Fun

What is your required length in words or pages for these marketing materials?

Should fit on one page 81/2x11

Do you want to include additional info?

No