http://cargocollective.com Eric Rosen Senior Copywriter Mon, 12 Dec 2011 21:09:20 +0000 http://cargocollective.com en http://cargocollective.com/ericrosen_copywriter/B2B-Success-Story-in-Enterprise-Talent-Management http://cargocollective.com/ericrosen_copywriter/following/ericrosen_copywriter/B2B-Success-Story-in-Enterprise-Talent-Management Mon, 12 Dec 2011 21:09:20 +0000 Eric Rosen Senior Copywriter 811188 <img src="http://payload.cargocollective.com/1/2/66918/811188/cod_casestudy_homeloan.png" border="0" width="369" height="105" width_o="369" height_o="105" src_o="http://payload.cargocollective.com/1/2/66918/811188/cod_casestudy_homeloan_o.png" align="left" /> This case study is about more than the smooth and sequenced deployment of an enterprise, SaaS talent and learning management system at HML, a global UK financial services firm, amid the recent market shocks. Rather, it's the success story of a planned cultural shift, fast-tracked by the adoption of a comprehensive platform that strengthened the company's ability to service its clients, cultivate leaders from within, and unlock meaningful business outcomes with internal social media. As an outside consultant in Northern California working remotely with Cornerstone people in Southern California, the UK, and France, I synthesized an array of inputs from interviews to documents to webinar recordings and beat a pressing tradeshow deadline in Europe when delivering this success story. Open it in a new window or tab http://cargocollective.com/ericrosen_copywriter/B2B-Landing-Page-Announces-Price-Hike http://cargocollective.com/ericrosen_copywriter/following/ericrosen_copywriter/B2B-Landing-Page-Announces-Price-Hike Mon, 12 Dec 2011 21:09:19 +0000 Eric Rosen Senior Copywriter 811191 <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/2/66918/811191/ebaymotors_logo_o.png" height> This landing page is all about putting the best face on a mix of price hikes and price cuts affecting sellers of vehicles on eBay Motors. I led the writing effort, which required multiple meetings with eBay business teams and two legal groups to ensure all points were covered and nuanced just right. Judging from the eBay Net Promoter Score (NPS) before and after this announcement, our efforts succeeded. NPS asks, "Would you recommend [Company X] to a friend?" Ultimately, the eBay NPS held steady among sellers. Open it in a new window or tab http://cargocollective.com/ericrosen_copywriter/B2B-Web-Page-Makeover-41-Improved http://cargocollective.com/ericrosen_copywriter/following/ericrosen_copywriter/B2B-Web-Page-Makeover-41-Improved Mon, 12 Dec 2011 21:09:18 +0000 Eric Rosen Senior Copywriter 811193 <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/2/66918/811193/prt_1290745895.png"> A true believer in the wisdom of Rudolph Flesch, I saw an opportunity to apply his ideas and transform the About Us page at Jigsaw.com into something more inviting and compelling. The Jigsaw VP of Marketing was amazed by this unsolicited outreach. As a result, we worked together on a site overhaul, emails, newsletters, brochures, and more. The link under the image below shows the after version as it appeared on Jigsaw.com before being acquired by Salesforce.com. <img src="http://dl.dropbox.com/u/15425515/b2b/jigsaw_aboutus_before_and_after.png"> Open it in a new window or tab. http://cargocollective.com/ericrosen_copywriter/B2B-Ghostblogging-on-Google-Adwords http://cargocollective.com/ericrosen_copywriter/following/ericrosen_copywriter/B2B-Ghostblogging-on-Google-Adwords Mon, 12 Dec 2011 21:09:16 +0000 Eric Rosen Senior Copywriter 811187 <img src="http://payload.cargocollective.com/1/2/66918/811187/hubspot_blog_logo.png" border="0" width="198" height="53" width_o="198" height_o="53" src_o="http://payload.cargocollective.com/1/2/66918/811187/hubspot_blog_logo_o.png" align="left" /> HubSpot is the leading platform used by small and medium sized business to master inbound marketing online and grow their revenues. The HubSpot marketing blog is one of the most popular in this highly crowded and competitive space. While Pay Per Click (PPC) is a bit of an outlier topic relative to SEO and other inbound marketing subjects, I pitched the VP of Marketing that businesses need an alternative with faster results if done smart. This blossomed into a four-part series and the comments on the blog show it was rather well received. Open it in a new window or tab. http://cargocollective.com/ericrosen_copywriter/B2B-eZine-Feature-Article-in-HR-Mgmt-on-Managing-Corporate-Immigration http://cargocollective.com/ericrosen_copywriter/following/ericrosen_copywriter/B2B-eZine-Feature-Article-in-HR-Mgmt-on-Managing-Corporate-Immigration Mon, 12 Dec 2011 21:09:15 +0000 Eric Rosen Senior Copywriter 811183 <img src ="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/2/66918/811183/prt_1290750418.jpg"><img src ="http://dl.dropbox.com/u/15425515/b2b/immigrationtracker_logo.jpg"> ImmigrationTracker is an enterprise platform used by large organizations that need to manage the immigration statuses of their global workforces. They placed this article, "7 Best Practices for a Corporate Immigration Program" in HR Management Magazine. As a hands-on editor, I restructured the article with the 7 Best Practices countdown motif. It's a powerful way to keep readers reading through to the end. Open it in a new window or tab. http://cargocollective.com/ericrosen_copywriter/B2B-eZine-Feature-Article-ASTD-Learning-Circuits http://cargocollective.com/ericrosen_copywriter/following/ericrosen_copywriter/B2B-eZine-Feature-Article-ASTD-Learning-Circuits Mon, 12 Dec 2011 21:09:13 +0000 Eric Rosen Senior Copywriter 811146 <img src="http://payload.cargocollective.com/1/2/66918/811146/astd_learning_circuits_banner.png" border="0" width="603" height="77" width_o="603" height_o="77" src_o="http://payload.cargocollective.com/1/2/66918/811146/astd_learning_circuits_banner_o.png" align="left" /> The purpose of this article is to educate the e-learning courseware development community on the advantages of collaborative storyboarding. By embracing a database-driven system, teams can collaborate lucidly without the confusion and tedium of manually controlling the versions of individual files. As such, this article is evangelizing a disruptive technology that saves time, money, and energy on many levels. For these reasons, it was important to spell out in considerable depth, the benefits of this approach, but with a sustained, upbeat emotional tone. Open it in a new window or tab. http://cargocollective.com/ericrosen_copywriter/B2B-White-Paper-with-Soul http://cargocollective.com/ericrosen_copywriter/following/ericrosen_copywriter/B2B-White-Paper-with-Soul Mon, 12 Dec 2011 21:09:12 +0000 Eric Rosen Senior Copywriter 798225 <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/2/66918/798225/prt_1290366492.png"> This white paper is for Cornerstone OnDemand, an SaaS provider of enterprise talent and learning management systems. The purpose of the paper is to answer many of the likely questions IT departments at Cornerstone's prospects typically ask during the sales cycle. By proactively answering their questions with this white paper, it saves at least one hour of a Cornerstone senior technical consultant's time. At $200 per hour and one call a day, that's a $250,000 minimum savings over 5 years. This is a very conservative estimate because it does not account for the consultant spending that saved time in a billable capacity instead. The paper is highly readable as it uses shorter sentences and smaller words than is customary. This, taken together with another secret in the writing, accounts for its very friendly style, or "soul." Open it in a new window or tab http://cargocollective.com/ericrosen_copywriter/B2C-Taglines-Packaging-for-Software http://cargocollective.com/ericrosen_copywriter/following/ericrosen_copywriter/B2C-Taglines-Packaging-for-Software Mon, 12 Dec 2011 21:09:11 +0000 Eric Rosen Senior Copywriter 813464 Working with the Marketing team in the Consumer Division of Trend Micro, the idea was to come up with taglines that strike an aspirational chord rather than the fear so common in security software circles. Mindmaps help me organize relationships and nail the positioning of multiple products in a line like I did here. <img src="http://payload.cargocollective.com/1/2/66918/813464/trendmicro_taglines_mindmap.png" border="0" width="670" height="135" width_o="991" height_o="201" src_o="http://payload.cargocollective.com/1/2/66918/813464/trendmicro_taglines_mindmap_o.png" align="left" /> Also, I reorganized and edited the package copy for these 3 products so consumers would understand their benefits at a glance. Click the thumbnails below and see the packages up close. <img src="http://dl.dropbox.com/u/15425515/b2c/trendmicro_2008_productline_imagemap.png" width="569" border="0" usemap="#imap_53" > http://cargocollective.com/ericrosen_copywriter/B2C-Packaging-for-Home-3D-Viewing http://cargocollective.com/ericrosen_copywriter/following/ericrosen_copywriter/B2C-Packaging-for-Home-3D-Viewing Mon, 12 Dec 2011 21:09:10 +0000 Eric Rosen Senior Copywriter 816272 Writing for cutting edge products requires one to be a quick study. I immersed myself in all things 3D using Google Reader and pulled in RSS feeds from numerous sources including Twitter, eBay, and a slew of Google resources. To read the package copy, click the image or link below... <img src="http://payload.cargocollective.com/1/2/66918/816272/PKG_MV3D_RigidBox_KIT_AR4Ln_small.png" border="0" width="561" height="163" width_o="561" height_o="163" src_o="http://payload.cargocollective.com/1/2/66918/816272/PKG_MV3D_RigidBox_KIT_AR4Ln_small_o.png" align="left" /> Open it in a new window or tab http://cargocollective.com/ericrosen_copywriter/B2C-Packaging-for-JustBeats-Headphones http://cargocollective.com/ericrosen_copywriter/following/ericrosen_copywriter/B2C-Packaging-for-JustBeats-Headphones Mon, 12 Dec 2011 21:09:09 +0000 Eric Rosen Senior Copywriter 816144 This package copy won approval from Monster, Beats by Dr. Dre, and Justin Bieber's management. To ensure success, it was mission critical to "research" Bieber online and ponder his appeal. Living proof a copywriter's life can get surreal in the line of duty. To read the package copy, click the image or link below... <img src="http://payload.cargocollective.com/1/2/66918/816144/172417_PKG_JustBeats_SOLOHD_sleeve_US_AR3_LORES_small.png" border="0" width="167" height="229" width_o="167" height_o="229" src_o="http://payload.cargocollective.com/1/2/66918/816144/172417_PKG_JustBeats_SOLOHD_sleeve_US_AR3_LORES_small_o.png" align="left" /> Open it in a new window or tab