Holiday wrapping illustrated for Soapbox Design. Copywriting: Doug Dolan.
Ben Weeks preaches compassion towards clients. “You have to have empathy for people who work in corporations, ad agencies and marketing departments. You need to understand the pressures on them.”
You look at the face of the 34-year-old Toronto illustrator for signs that he is putting you on.
It’s tough not knowing. As you craft the response to an RFP (request for proposal) on behalf of the creative agency or event-management firm, you wonder if you are competing on a level playing field.
Sure it’s sweet when you know. You’re told by the branding agency that the potential client has let them know on the sly the job will be theirs. The RFP process is a mere formality.
For three decades, LaCure has been a market leader in luxury villa rentals, providing an exclusive alternative to high-end vacation resorts. Over the years the market has become more crowded with competition, especially with the easy access to travel research and arrangements provided by the Internet.
LaCure recently relaunched its site. The copy I wrote emphasizes not only the company’s long experience and diverse portfolio but its human touch. While the Internet may boast unlimited travel choices, it’s often hard to judge the difference between good deals and the bad.
LaCure vets all its properties according to rigorous standards developed over the decades, guaranteeing that there is no gravel among its gems. And its travel experts work with clients to find the property and program that best matches their needs.
Sounds like a good proposition for a target more motivated by quality, service and novelty than price.