The piece focuses on the company’s USP of solid construction for earthquake damage prevention. The single word “Guaranteed” eases misgivings or doubts. I highlighted how long the company has been doing this kind of work as a way of proving to the prospective clients that Werner Construction is competent and trustworthy.

While maintaining a professional tone, I added conversational elements like sentence fragments. This made the ad more relatable to each individual reading it. This writing style as well as the brevity of the piece gives it a sense of haste, which reflects the pace of this busy audience.

The goal of this project was to get developers to reach out to this construction company. The challenge was to first get the readers’ attention in a sea of articles and ads in a trade magazine. The next was to convince readers that this company had something unique to offer so they would take time out of their day to call a consultant. The company’s voice is professional and trustworthy.

The Project

Construction (spec)

Print Ad: Trade

The Strategy

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