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Client and Brief:

This is a spec piece for the book The 4 Hour Work Week by Tim Ferris. It is a full page magazine ad targeting 24-40 year olds interested in travel, entrepreneurship and work situations other than the standard 9-to-5 job. With the goal being for the prospect to read the first 50 pages of ‘The 4 Hour Work Week’, leading them to purchase the book.

My Approach:

From research it was clear the target audience had an unwavering fear of being in an unchangeable situation where they are working many hours a week for the next 30+ years of their life. Diving straight into this fear and using language commonly used by the target audience such as: rat race, trapped, craving freedom, I was able to produce something that immediately taps into their core emotions and then reveals a solution to this pain. Then offering them an ‘escape’ and using language to visualise the potential life they could have and clearing leading them to a direct action they can take.

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