What are YOU selling?

Posted on Wednesday, November 25th, 2009 at 3:57 pm

A few years ago we heard a marketing guru boast that “Harley Davidson doesn’t sell motorcycles; it sells 43-year-old accountants the opportunity to dress up in black leather, drive through small towns and scare people.” What are you selling?

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While their mission statement states “the mission of the American Lung Association is to prevent lung disease and promote lung health” they are really ‘selling’ a world where men, women and children can breathe freely. Working with a number of chapters spread across a number of different states (and different communication objectives) wishart produced a highly original and effective direct mail creative as part of an integrated phone / mail planned giving campaign for Legacy Leaders. Although each panel targeted a different fundraising objective, it was presented in the context of helping ensure a world without lung disease. Being clear about what you are “selling” helps donors buy (donate) more.

AGENCY: wishart
WEBSITE: www.wishart.net
CREATIVE DIRECTOR: John VanDuzer
ART DIRECTOR: John VanDuzer
PHOTOGRAPHER: John VanDuzer and Stock
ILLUSTRATIONS: dwellephant
CLIENT: Legacy Leaders / American Lung Association
WRITER: Ann Rosenfield

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