Salespeople were not adequately informed about the qualities and specialty of each gem. It was crucial that they be able to talk about their gems not just in a convincing manner but also with a certain regard and passion for each gem.
The company approached us to create two kinds of written content for six gems. The first is a longer version, intended for salespersons. This piece of writing tells the story of the gem including its history, folklore, scientific facts, color, value, cultural significance, and auction price. We balanced facts with contemporary tidbits to create a piece of writing that was interesting and easy to absorb, while bringing out the unique nature of each gem. A salesperson could use this document when talking to a customer, sharing information depending on the customer’s interest.
The second is the much shorter brand story, unique to each gem. This is to be used on the packaging and was something customers would take home with them, literarily and metaphorically. The brand story struck an emotional chord with the customer such that she felt she owned something special.
Client: Gosil Exports Pvt Ltd
Role: Research, Creative writing, Verbal strategy, Copywriting, Brand story
Duration: August — October 2015