INTEGRATED CAMPAIGN: EMAIL · WEB · VIDEO
Advance Business Capital
Ever heard of truck factoring? Neither had I when I dived into this campaign. Speed learning is a copywriting prerequisite. You’ve got to pick things up fast and on the fly.
Besides self-education, one of the pleasures of copywriting is giving a company a human face. Advance Business Capital is one of the country’s larger freight factoring companies, only a few years old and ready to get bigger. Over three years, I wrote twelve “testimonials” based on actual customers. The challenge was to make our actors sound like real truckers, not talking ads.
This went out as an email that directed prospects to a landing page with a video. If you don’t want to watch the video, here’s ABC's site, which I wrote in its entirety. No, it’s not hip or pretty. Truckers don’t want that. They want information, accessible and uncomplicated as a diner menu.
