Goldilocks gets the Refine Labs treatment
So, Refine Labs needs a copywriter who can “build and execute creative campaigns across digital/social channels for leading B2B SaaS/Tech brands, including social media ads, landing pages, etc.”
Well, I’ve created dozens of creative campaigns across digital and social channels for B2B brands like Splunk (I wrote their career site), T-Mobile, Workplace from Facebook, and AT&T.
So, how do I get them to notice me? Thread the needle between “too hard” and “too soft”, of course. Here’s a script I wrote based on the copy that’s on the “Marketing Demand Services” page on their website. Okay, I’m fixing myself a bowl of porridge and see if anyone bites.
Goldilocks
Do your customers just show up at your door unannounced?
Open on the exterior of a woodlandesque-looking store. The sign reads: “Sit, Eat and Sleep On-Demand: A 3Bears Company” Goldilocks opens the door.
Will they just beat a path to your door, let themselves, and figure out exactly what’s just right for them.?
We pan to Goldilocks inside the store. In quick succession, she picks the perfect chair (out of dozens), picks the perfect bowl of porridge (from dozens), and picks the perfect bed (from dozens)
Well, maybe in fairy tales.
Goldilocks gives the audience a wry look. We poof out of the fantasy world.
But in the real world, people discover things in all sorts of ways.
Original Goldilocks is replaced by modern-day shopper Goldilocks on her phone. A flurry of chair, porridge, and bed ads fill up her screen.
If you need help creating a strategy aligned to how real customers actually behave, Refine Labs can help.
Pan over to three bears, all in casual business attire. They walk into a “Refine Labs” shop.
We’ll show you how everything is centered around demand….how to create it…
Close-up of Goldilocks’ phone in her hand; On it is an article that reads “Step aside avocado toast! Why Gen-Z thinks porridge is ‘dank’.
…how to capture it…
She swipes the phone. An ad pops up: Sit, Eat & Sleep: Your one-stop chair, porridge, and bed superstore.
…and how to convert it.
We zoom to the bottom of the ad. A meat sticker reads: “Woodland fairy creatures! Use promo code BEARITALL for 50% off!” She clicks.
Of course, the greatest strategy in the world is nothing without measurement. So we use cutting-edge technology to measure marketing and sales performance so you can leave behind what doesn’t work…
She is still on her phone but we see a website banner. There’s a new Sit, Eat & Sleep banner that reads “Grand Opening” featuring a woman with brown hair. She “x’s” out of it. It is quickly replaced by the same ad but with a red-headed woman. She “x’s” out of it.
…so we can focus on what does.
The last ad is with a blonde girl that looks a lot like her. She clicks. We zoom out to reveal a Refine Labs scientist making a note.
So, ready to move from just’ okay’ to just ‘right’? Book a strategy session today.
Pan to a new scene, with modern-day Goldilocks in bed with a bowl of porridge, chatting happily with the 3 happy bears in chairs surrounding her. Fade to the "Refine Labs” logo and website.
What you’ll get from Cliff McCloe
Versatility on tap
For the past 12 years, I have collaborated with designers, producers, strategists, and video creatives to infuse the written word into an array of materials including advertising, digital, social media, experiential campaigns, email and blogs—the works! I also have extensive experience writing and creative-directing video projects.
Leadership at every step
I’ve led clients and internal teams at every phase. The Tone-Setting First Call. The Nitty-Gritty Strategy Session. The Free-For-All Concepting Meeting. The Follow-Up Laser-Focused Concepting Meeting. The First Client Preso (aka The Big Show). The Egos-Be-Damned Production Frenzy. The “I-Can’t-Wait-To-Work-With-Your-Team-Again” Post-Delivery Call & Backslapping Session.
A veteran storyteller and educator
I have performed in thousands of audience-interactive improv shows at the SAK Comedy Lab and at Universal Studios Orlando, which pretty much gives me a dual Master’s Degree in Collaboration and “Making Wonderful Things Out of What the Audience Gives Us.” I’ve also spent seven years as an educator in special ed classrooms. Both of those experiences taught me an irrefutable truth: If you want to take your audience somewhere cool, you have to start by meeting them where they are.
If you’re the hiring manager or recruiter, my resume is in your inbox, so give me a shout, yo!
Cheers,
Cliff
The Lengths I Go To is my (hopefully) limited-series blog wherein I share the different ways I try to stand out during my job search. If you’re a Refine Labber (Laboratorian? Labrodoodle? Labbermouth?) and you dig this, give me a shout, yo.
