When it comes to print, copywriting must be more of an exact science. With no A/B testing advantage, heatmaps, or traffic data to work with, the final copy on print needs to be well-researched, and impeccably crafted before going to market.
Wanting a change from their typical client catalogs displaying product after product, LightArt decided to go in another direction. I was brought on as a copywriter/brand consultant, with the goal of making their copy feel more personable and relatable.
Rather than talk about the products themselves, I decided to talk about the great story of the people behind the product. At the end of the day, people want to know more about the brand, and how the brand can help them, rather than hear about the product itself.
Forming a narrative around people (and dogs), the rewritten copy has a friendlier, conversational tone than previous versions.