Text Wizard Copywriting - pan-European product launch

Background

DYMO asked PSD:Fitch to put together a European sales campaign for two of its electronic labelmakers. The copy had to be straightforward because it would be translated directly into a dozen different languages. Sales-oriented: yes; clever: no.

I wrote the brochures, covering sales letter, and press release, plus some web copy and sundry other pieces of literature. And off it went to those slavish translators.

Here are the opening paras from the press release

	Inspirational DYMO LetraTAG Labelmakers produce order and creativity from domestic chaos Electronic home labelling lets you turn disorder and chaos into creative organisation. No more mislaid keys, no confusion over school books and lunch boxes, no more nameless holiday videos and herb jars. From now on, everything in the home will shout its name and its place – in colour or with a glinting metallic sheen or in simple black and white. DYMO's LetraTAG QX50 and LetraTAG XR Labelmakers are the driving force behind this revolution in domestic order. These Labelmakers don't just have a name for everything, they inspire creativity with their six typefaces, four type sizes, and wide selection of useful symbols ...