B to B Copywriting

The Project:

Laser training private career college

Website content, fax broadcast ads, postcard copy, trade articles, business profiles

The challenge

Cosmetic Laser College (CLC), one of North America’s leading cosmetic laser skin care institutes was entering one of the fastest growing industries and needed a complete marketing campaign and related content to introduce its career training facility to prospective students in a very short period of time. The key message CLC was trying to convey to prospects was that it had the most comprehensive programs and hands on training and of its kind, providing students with full certification in non-invasive cosmetic laser and skin care procedures in just two weeks, giving them the knowledge and skills that would launch their career in the billion dollar Med Spa industry.

Entering into a very competitive marketplace, CLC needed a compelling sales message that would convince students that they were the best choice for them over what other career colleges had to offer.

The Solution

WordForce Communication worked closely with the CEO and web development team to create all the marketing and web materials required to successfully launch this new career college into an incredibly competitive marketplace. From fax broadcast ads, industry specific trade articles to web content and postcard copy, WordForce developed marketing content that highlighted why Cosmetic Laser College should be the private career training facility of choice.  An in-depth analysis of competing colleges was undertaken to ensure that a strong USP, mission statement and competitive positioning was developed to steer students into a Med Spa career path and away from what other career colleges were offering.

They also ensured that the web content, advertisements and sales copy contained all the necessary information a prospective student would need to guide them through the decision making process including: corporate experience, history, and capabilities, along with call to actions. Finally, WordForce ensured that the message developed was compelling and addressed all possible objections from the perspective of a student thereby converting sales inquiries into increased student enrollment. All materials were provided to the client within a month.

Here is what they had to say:

“I absolutely love your words and work, I think you are fabulous. I couldn’t be happier with you and your efforts. And so I just wanted to say Thank you. We brought you on board later on in the game and you took over like a true copywriting leader. I would like you to know that we will be outsourcing all our future work to you.

You gave us professionalism yet your wording wasn’t boring.
You gave us excitement yet your wording wasn’t fantasy.
You gave us information yet your wording wasn’t repetitive.
You gave us life yet your wording wasn’t pre-mature.
You gave us urgency yet your wording wasn’t demanding.

And most of all, you gave us marketing!!!!

Thank you very much”

Nadia Gharbo, CEO – Skincare International