THIS CAMPAIGN was a key reason for the Catalog Age Gold Award. On the page “Why buy from us?”, Teri persuaded the marketing team to highlight the product’s most important point of differentiation, their bareroot plants. Why are J&P’s bigger and better, and what are the benefits? Why should the customer purchase a premium product for a premium price? Not a sexy photo, granted, but a persuasive one with her explanatory copy.
Other copy samples demonstrate her facility with feature-benefit copy, and her signature style of appealing to a customer’s other senses (smell, touch) to seduce them into buying the roses and other plants.