“Begin with a statement that triggers more questions than it answers. And never forget that a masterful visual image is a type of ‘statement’ that can trigger more questions than it answers. This is the beginning of customer engagement.”
– RHW
Nick is a master woodworker and furniture maker at the ripe old age of 34. He started his own company, Rooted, about three years ago. He’s had steady business but wanted to focus on custom furniture.
Naturally, he had a marketing budget that was near-zero, so we started with that and did what we could.
About a year ago, Nick was approached by Boulder’s lifestyle magazine to do some advertising. The offer was excellent (for print, anyway) and we decided to go for it. We had a “dream team” of marketing that didn’t cost anything – Nick’s furniture, my copy, and his wife’s photos and layout (she works as a graphic designer for American Express).
Our goal was to create a headline that went turbo on cognitive dissonance. Placed amongst the ordinary interior design ads with chandeliers, Turkish rugs and Louis XIV furniture, the Rooted ads pretty much punched readers in the face (and the wallet, it turns out).
Now, Nick has a one-year waitlist with clients and is currently designing a dining table that will seat 18 in Jackson Hole, WY.
If you get the chance, take at look at the ads. It’s been good to brush the dust off of my “copy chops” and do a little writing again.
Cheers,