SocialGO Sales Site
Company: SocialGO provides two platforms which help customers set up their own fully customisable social network or website that helps them attract and interact with other users.
Objective: A completely new sales site was to be created for the company, including new copy for all pages. The site was to refresh the information, brand image and language of the dated website, as well assist customers in choosing the right product.
My task: I was to write all the new copy, with directions from different members of the company, that would be in line with the new graphic design and the chairman's overarching company and product message. One major improvement needed was to distinguish the difference between the two similar products (SocialGO and SocialGO Network Maker), which also had the confusion of sharing the name of the company, SocialGO.
Insight: After brainstorming with the team, the products were renamed from SocialGO Network Maker to GO Classic, and SocialGO to GO Pro. GO Pro is the superior product in the sense that it has more capabilities than its predecessor, GO Classic, and was intended to replace it. However, users of the earlier product were attached to its functionality and ease of use, hence the parallel running of both products. It was decided that the sale of GO Pro should be highlighted more in order to shift new customers to prefer it, and avoid expanding an old product. However, in order to retain sales of the older product, a different sales pitch was created to segregate its intended smaller group of users.
Strategy: I decided to utilise language to create different target audiences for each product, highlighting the superiority of the newer platform, GO Pro, but also retaining the simplicity of the older platform, GO Classic. Even though the two platforms share many similar features, the copy was used to distinguish their intended users, and imply that GO Pro is the better product, without disadvantaging GO Classic.
Found here: http://www.socialgo.com
