Magazine Ad Copy for a Neurodivergence Screening Tool
Service: Inclusive Content Writing
A company specialising in support for neurodivergent adults in the workplace required copy for a full-page ad in Disability Review Magazine to promote their new screening service.
The Challenge
The company had recently diversified from providing support services in the workplace into screening for neurodivergence. The license for the tool used to deliver the service was non-exclusive so the ad had to focus on the additional value that the qualifications and experience of those delivering the screening could bring.
The Solution
Working closely with the in-house designer and service manager, I wrote copy that adopted a benefits-led approach to encourage employers to invest in the screening process for members of their team who might need it. It walked them through the process and highlighted why a personalised report with recommendations for workplace adjustments was an advantage when it came to compliance with the Equality Act 2010. After discussion, we also decided to add an exclusive discount code to the ad so that we could track efficacy.
The Outcome
The ad led to two high-value bookings from companies with multiple employees meaning that there is scope for repeat custom. It also led to a flurry of interest in the company itself, increasing brand awareness among readers of the magazine.