BLOG
Pouring wet creativity on a dry topic
Schindler Financial is a NY-based company that sells a variety of financial products from planning to life insurance to long term care insurance.
The purpose of the quarterly blog is to hit existing customers with new information in an appealing “story” format that will push them to share with potential new customers since the financial services business is most with word-of-mouth recommendations.
My contribution is concept, opening tease, story, build body facts and graphs.
Financial service blogs are scrutinized by compliance departments before publication so facts must be accurate and footnoted, recommendations must be only for general areas of investment but not specific securities. Lag from approval to publishing is always a problem.
Results: Blog subscriptions increased 25% year on year, and retained clients increase 9%.
Art Sales Blog
An art rep uses her blog to induce users to her site where photographs and paintings by represented artists are for sale.
The blog’s focus is engagement on a personal, chatty level as if in conversation with the writer. It is a diary of impressions, thoughts, insights — not a sales talk.
The Mission
Make it personal.
Make it enthusiastic.
Weave story around specific artist.
induce reader to visit website and see work by artist
Sell art!