Subject Line: Now boarding: your warm weather getaway!✈️☀️🌴
Snippet preview: over 40 sunny destinations to wfh!
Client: NENO (Northeast Neighborhood Outreach
The Deliverable: Monthly Newsletter
Target Audience: Los Angeles residents curious about bettering the lives of local houseless people.
Challenge: Excite and persuade the reader to participate in volunteer work and community-building events hosted by NENO.
Tone: Friendly, Knowledgeable, Excited, Humble, down-to-earth
Strategy: A powerful strategy for growing a brand is making the target audience feel like they are already part of its community. I accomplished this writing in a friendly tone that welcomes readers to learn more and join NENO’s neighborhood-building efforts.
I doubled down on the community-building strategy by using the word “neighbor” to address readers. In this context, “neighbor” is used as a gentle “call to action” because of the friendly, admirable, and desired characteristics associated with the traditional use of the word. This strategy powerfully connects to the target audience's subconscious needs for community and connection. The team at NENO loved this approach and quickly implemented it into NENO’s Brand & Tone strategy for all future copy and social media content.
Client: Jet Blue
The Deliverable: Email Sales Funnel (spec)
Target Audience: New Yorkers with disposable income, ages 20-40’s
Challenge: Entice the reader to buy last-minute deals to warmer climates and escape the blistering New York City winter.
Tone: Optimistic, Snarky, Casual, Considerate
Strategy: I appealed to the target audience’s deepest desire (warm weather, finally) by agitating their pain point (surviving the city in unrelenting cold weather).
This audience is known to be busy workaholics with time-sensitive attention spans. The headline gets straight to the point and gets the wheels in their imaginations turning. The copy language empathizes with the lifestyle of New Yorkers, making them feel understood, which increases the selling strength of Jet Blue's fantasy of a well-deserved vacation.
The copy also ropes in a demographic of people who aim to reap the “have it all” benefits that working from home promises.
Subject Line: New This November at NENO🍁🍂
