Unmasking Marketing Innovation
While working at c|change as a senior copywriter, I was tasked with writing a book that showcased our client’s marketing innovations and services. This book would be sent to our clients’ customers, showcasing the present and future states of marketing innovation, and enticing them to reach out to our client to learn more.
How it came together
The first step to writing, Unmasking Marketing Innovation, was to conduct in-depth interviews with our client’s subject matter experts across the five different areas of marketing innovation that I was to showcase. I started with bare bones outlines for topics to be covered during our phone interviews, but allowed the experts to speak freely, creating more natural conversation around the different topic areas.
After recording multiple interviews with the subject matter experts, I took the transcripts and analyzed them for story flow, creating natural chapter breaks and a progression based on how the conversations went. I then built out the original outlines, amending where the conversations had taken a different turn than originally planned, and added in context and details that would help illuminate each of the topics.
The last step was to write the full book. I started with the introduction and made sure the client was happy with the tone and voice of the book, and I then proceeded to write the rest of the chapters and the closing using that established tone and voice throughout.
I worked with our designer to help bring the words to life, providing commentary and ideas for the book which our designer used as the basis for her designs.
The final product is a bright, captivating book that has a very approachable, human tone and helps our client’s customers understand what the possibilities are today and tomorrow for their marketing solutions.