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Transformations Furniture

BRAND GUIDELINES

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Brand

Brand

About Transformations Furniture

Transformations Furniture (TF) specializes in creating customizable, renewable furniture designed to last for generations. Our products feature replaceable parts and re-coverable fabrics, making them ideal for environments such as lounges, lobbies, offices, and common rooms. With a legacy dating back to the 1980s, we have continually innovated to provide sustainable and budget-friendly furniture solutions. Our commitment to quality, comfort, and beautiful design ensures that our furniture not only enhances spaces but also helps our customers save time, money, and the environment.

One-Liner

Transformations Furniture makes durable, renewable furniture so organizations can maintain beautiful spaces without constant replacements.

Core Brand Pillars

Vision

Transformations is a company of creative individuals, bound together by the shared conviction that our personal life goals are enhanced by our working together. Our vision reflects our belief that we can accomplish great things by sharing our unique skills and talents towards a common goal.

Our goal is to create sustainable beauty for our clients and for our world.

Mission

Transformations’ mission is to provide a fulfilling work experience for all employees and to inform and continually educate existing and potential clients as to the unique value and benefit provided by Transformations’ products and services. That unique value is sustainable beauty.

Purpose

Transformations’ purpose is to provide our clients’ facilities with furniture that gives them beautiful comfort, enduring performance, and continuing return on their investment while protecting the earth from unnecessary waste.

Core Values

Forthright, Honest, and Respectful in all that we do

Passion for continuous improvement

Innovative, creative solutions

Stewardship and Sustainability

Brand

Unique Value Proposition (UVP)

Furniture You Can Renew Instead Of Replace

imageTransformations Furniture offers innovative, sustainable solutions designed to adapt to an organization's changing needs. With replaceable and renewable components, our furniture delivers long-term value, reducing waste and ensuring spaces evolve without the need for constant replacement. Durable, flexible, and stylish—our products are built to last and transform with your organization.

Brand

Transformations History

In the early 1980s, our story began with great grandfather Wieland, who turned a job loss during the Great Depression into an opportunity to fix furniture. Post-war, he had four sons, including Grandpa Roy. Together, they crafted fully upholstered "mid-century modern" furniture for homes. Each son eventually sold their company and started new ventures. Grandpa Roy, who was approached in Michigan to solve the issue of frequently damaged furniture in mental health facilities, dreamed up a mechanism for easily connecting and disconnecting furniture pieces.

Fast forward to the mid to late 1980s, Brace Wieland, one of Grandpa Roy's sons, and his wife Brenda moved from Michigan to Indiana to work at a group home for troubled youth, driven by a mission to create comfortable, healing spaces. This led to Wieland Furniture's relocation to Indiana for better efficiency. During this period, they developed several patents for renewable furniture with replaceable parts and fabrics, setting the stage for a new era of furniture innovation.

In the mid-1990s, Brace left manufacturing to chase a vision of creating residential-looking furniture with commercial durability. In 1997, he founded Transformations Furniture (TF) after purchasing a patent from Grandpa Roy. Meanwhile, Sauder acquired Wieland Furniture, allowing TF to focus on healthcare and college education markets. TF revolutionized the industry by giving customers the ability to repair any broken parts on TF's main product lines (which are highly durable) quickly and easily with no tools required—saving customers time and money.

By the late 1990s, TF had become a favorite in colleges and universities, with group homes and behavioral health facilities as secondary markets. Recognizing the critical need in behavioral health, TF aimed to refocus its efforts to better support this sector.

With more than 40 years of experience, we’ve proven that beauty, comfort, and function can coexist. Ready to explore a world of possibilities? Transformations Furniture is here to help you create inviting, durable spaces that stand the test of time.

Brand

Tone & Voice

The Three Brand Voice Archetypes:

At Transformations Furniture, we use carefully chosen brand archetypes to shape the way we communicate and connect with our audience. The archetypes are the defining emblems of the brand voice, as they define the brand's overarching personality and core communication style. They shape what the brand consistently stands for— reliability (Caregiver), creativity (Creator), and expertise (Sage).
  • Caregiver: Communicates reliability, trust, and comfort to ensure customers feel valued and supported.
  • Creator: Inspires innovation and transformation, empowering customers to reimagine their spaces.
  • Sage: Embodies wisdom and expertise, offering knowledgeable guidance and sustainable solutions.

Caregiver: Reliability and Trust

Messaging Theme: Dependability and Peace of Mind
Core Attributes: Reliability, comfort, and making customers feel valued and respected.

Voice:
Warm, empathetic, and reassuring. The tone should make customers feel like they are in safe hands, offering peace of mind through every step of their journey with the brand.

Key Messaging Examples:
  • Headline: "Transformations Furniture: Reliable solutions for peace of mind and a lasting investment."
  • Body Copy: "From the first glance to the final touch, our experts will walk you through each step — from designing your space to selecting the perfect pieces of furniture and fabrics to match your environment. And our industry-leading warranties mean your space will look great for years to come."
  • Social Post: "Feel at ease with expert assistance and furniture designed to support your organization's daily functions. Advice you can trust; dependability you'll cherish."

Creator: Innovation and Creation

Messaging Theme: Visionary and Transformative
Core Attributes: Innovation, creativity, and the ability to transform spaces.

Voice:
Inspiring and forward-thinking, sparking the imagination of customers. This voice encourages exploration and innovation, aligning with customers' visions for their spaces.

Key Messaging Examples:
  • Headline: "Innovative furniture solutions that transform spaces."
  • Body Copy: "Renew, refresh, and reimagine. Transformations Furniture brings your vision to life with groundbreaking designs that inspire and endure."
  • Social Post: "From bold designs to timeless pieces, we empower you to create environments that inspire."

Sage: Wisdom and Expertise

Messaging Theme: Insightful and Knowledgeable
Core Attributes: Wisdom, knowledge, and authenticity.

Voice:
Calm, measured, and educational, the Sage voice reflects expertise and trustworthiness, providing guidance and knowledge without being overwhelming.

Key Messaging Examples:
  • Headline: "20 years of innovation leads to future-proof design principles."
  • Body Copy: "With decades of experience and a commitment to sustainability, we offer furniture solutions that are as enduring as they are elegant. Expertly crafted, thoughtfully renewable."
  • Social Post: "Every piece we create tells a story of craftsmanship, care, and innovation. Trust the wisdom of our design to elevate your space."

Brand Voice Summary

  • Warm (Caregiver): Reflects empathy and a focus on building trust and connection with customers.
  • Visionary (Creator): Embodies creativity and innovation, inspiring new possibilities and transformation.
  • Knowledgeable (Sage): Demonstrates expertise and wisdom, delivering reliable and insightful guidance.

Brand Tone

Transformations Furniture’s brand voice is warm, visionary, and knowledgeable. The brand tone brings these archetypes to life in every interaction, adapting to suit the context while staying true to the core personality. It reflects the Caregiver’s warmth and reassurance, the Creator’s inspirational energy, and the Sage’s confident wisdom, ensuring the brand consistently communicates with empathy, vision, and trust.

At the same time, it inspires creativity and transformation, inviting customers to reimagine their spaces with innovative, enduring designs. Grounded in expertise and insight, the tone reflects a deep commitment to sustainability and craftsmanship, establishing the brand as a trusted guide in the world of lasting furniture solutions.

Brand Tone Summary

  • Empathetic and Reassuring (Caregiver): Communicates reliability and trust, making customers feel valued and secure in their choices.
  • Inspiring and Visionary (Creator): Highlights creativity and innovation to inspire transformation and reimagine possibilities.
  • Trustworthy and Confident (Sage): Demonstrates expertise and wisdom, positioning the brand as a reliable guide and authority.
The brand tone adapts these archetypes to fit specific situations, emphasizing empathy, inspiration, or trust depending on the context while staying aligned with the voice.

Use Case Examples For Tone:
  • In customer support: Empathetic (Caregiver).
  • In marketing campaigns: Inspiring (Creator).
  • In technical details: Trustworthy (Sage).

Brand

Market Positioning

Transformations Furniture differentiates itself in the marketplace by focusing on longevity and sustainability. Unlike other brands that offer lower-quality furniture that wears out quickly, Transformations creates durable pieces that reduce replacement costs and minimize landfill waste. Our commitment to quality, functionality, and aesthetic appeal sets us apart, as we offer long-term investment pieces that reduce environmental impact and enhance our customers' spaces. Customers choose Transformations Furniture when they seek to make a valuable investment in their facility, opting for durable furniture that outlasts the competition and fabrics that can be updated (when they become worn or stained or when design trends change).

Market Niche:

Transformations Furniture is neither the most affordable option nor a luxury brand. We are perfectly positioned for companies seeking dependability, reliability, customizability, flexibility, and long-term investments. Our products are designed to stand the test of time, offering a reliable solution for customers who prioritize quality and sustainability. By choosing Transformations Furniture, they are making a conscious choice for durable, renewable, and aesthetically pleasing furniture that supports their organizations' budgets, environmental goals, and changing design trends.

Brand

Commercial BrandScript

Transformations Furniture is a renewable furniture company that offers durable, renewable furniture solutions. We help colleges, universities, and human services organizations struggling with frequent furniture replacement to maintain beautiful, functional spaces long-term. We want folks to KEEP IT and renew instead of replace. We’re different because we focus solely on making furniture that lasts and can be easily renewed while offering industry-leading warranties.

Here’s how it works: 1. Choose your style, 2. Use it hard, 3. Renew and repeat.
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A Customer

Colleges, universities, and human services organizations needing durable, long-lasting furniture.

Who Wants...

  • Durable furniture that withstands heavy use
  • Cost-effective furniture solutions
  • Environmentally friendly options
  • Furniture that maintains its appearance
  • Ability to update aesthetics without replacing furniture
  • Hassle-free furniture maintenance
  • Comfortable, beautiful, and functional pieces
  • Furniture that supports their organization’s mission
  • Long-lasting warranty coverage
  • Flexibility to adapt to changing needs
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With A Problem

External

  • Frequent need to replace worn-out furniture
  • High costs associated with furniture replacement
  • Difficulty finding durable furniture for high-traffic areas
  • Environmental concerns about furniture waste
  • Furniture that quickly looks outdated or worn
  • Stains and damage from heavy use
  • Limited budget for furniture replacement
  • Disruption caused by frequent furniture updates
  • Storage and disposal of old furniture
  • Mismatched furniture due to partial replacements

Internal

  • Frustration with constantly replacing furniture
  • Embarrassment over worn-out or damaged furniture
  • Guilt about environmental impact of furniture waste
  • Stress over budget allocation for furniture
  • Disappointment in furniture that doesn’t last
  • Anxiety about maintaining a professional appearance
  • Overwhelmed by furniture maintenance needs
  • Concern about providing comfortable spaces for users
  • Worry about safety and durability of furniture
  • Feeling stuck with outdated or unattractive furniture

Philosophical

  • Furniture shouldn’t be disposable
  • Educational spaces deserve lasting quality
  • Care facilities should have furniture that cares back
  • Sustainability shouldn’t be a luxury in furnishing
  • Renewing should be as natural as replacing
  • Beautiful spaces should be accessible to all
  • Furniture should evolve with your needs
  • Quality shouldn’t mean unaffordable
  • Comfort and durability can coexist
  • Furniture should support, not hinder, your mission

Solution

Transformations Furniture offers renewable, durable furniture solutions with industry-leading warranties, allowing organizations to maintain beautiful spaces long-term without frequent replacements.

Uniqueness

We specialize exclusively in renewable furniture, offering unparalleled expertise and a singular focus on durability and renewability.
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Meets A Guide Who Understands their Fear

Empathy

We understand the frustration of constantly replacing worn-out furniture and the desire for sustainable, long-lasting solutions that maintain their beauty.

Authority

With 25+ years of experience and our Keep-It Program, we’re the trusted experts in renewable furniture, backed by our industry-leading warranties.
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And Gives them A Plan

Process

  • Choose your style: Select from our range of durable, stylish furniture options.
  • Use it hard: Enjoy your furniture without worry, knowing it’s built to last.
  • Renew and repeat: When needed, we’ll renew your furniture to like-new condition.
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That Calls them To Action

Direct

  • Schedule a Consultation
  • Learn More
  • See It Now
  • Let's Get Started
  • You’ve Got to See It to Believe It
  • Explore Now

Transitional

  • Download: How Our In-House Experts Helped Extend the Life of Their Campus Lounge Furniture
  • Download Our guide: “5 Ways Renewable Furniture Saves Money and the Environment”
  • Sign Up for the Transformations Sustainability Digest
  • See What Your Peers Are Saying
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That Results In...

Success

  • Significant cost savings on furniture over time
  • Consistently beautiful and functional spaces
  • Reduced environmental impact through less waste
  • Hassle-free furniture maintenance
  • Ability to update aesthetics without full replacement
  • Improved budget allocation for other priorities
  • Enhanced reputation for sustainability efforts
  • Comfortable and durable furniture for users
  • Flexibility to adapt spaces without replacing furniture
  • Peace of mind with long-term warranty coverage

Failure

  • Continued high costs from frequent furniture replacement
  • Persistent image problems due to worn-out furniture
  • Increased environmental impact from furniture waste
  • Ongoing disruptions from furniture replacements
  • Inability to maintain consistent aesthetics long-term
  • Frustration with furniture that can’t withstand use
  • Budget strain from constant furniture needs
  • Missed opportunities for sustainability initiatives
  • Uncomfortable or unsafe spaces for users
  • Lack of flexibility in updating space designs
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Identity Transformation

From

  • Furniture replacer to furniture renewer
  • Waste creator to sustainability champion
  • Budget-strained to cost-effective
  • Aesthetically compromised to consistently stylish
  • Frequently disrupted to operationally smooth
  • Environmentally conflicted to eco-friendly
  • Short-term thinker to long-term planner
  • Furniture worrier to furniture confident
  • Quality compromiser to durability demander
  • Design restricted to design flexible

Brand Identity

Brand Identity

Color

Color Hierarchy

Transformations' color palette is built on a clear hierarchy to ensure versatility and recognition. Primary colors like sky blue and teal set a dynamic foundation, with coral and lime adding vibrant accents. Secondary colors such as indigo and turquoise can provide depth, complementing the primary palette.

This structure creates a cohesive and flexible visual identity across all brand elements.

Color Usage Guidelines

  • Use brand colors such as sky blue, indigo, teal, turquoise, and coral for text elements on white or grey backgrounds.
  • Avoid using lime on white backgrounds to prevent hard-to-read text.
  • On colored or gradient backgrounds, use white text for readability.
  • Use blue and green to enhance positive elements.
  • Use gradients sparingly, to support the overall visual identity.
  • Gradients can be used for graphic elements.

Primary Colors

Secondary Colors

#00a7dc
Sky Blue
299 c
#5759a8
Indigo
7670 c
#02b6a5
Teal
3275 c
#00abb9
Turquoise
7466 c
#d6e16c
Lime
379 c
#a9d37e
Light Green
358 c
#f7914f
Coral
164 c
#f26d55
Salmon
7416 c

Color Meanings

Each color in our palette is carefully chosen to convey specific qualities and emotions, reinforcing our brand identity:
  • Sky Blue: This calming color symbolizes tranquility and dependability. It reflects our openness and freedom, suggesting a peaceful and expansive atmosphere where possibilities flourish.
  • Teal: Combining stability and sophistication, teal conveys trust and reliability. It evokes a serene and clear environment, mirroring our commitment to dependable and thoughtful design.
  • Lime: Representing freshness, growth, and vitality, this color embodies the renewal and harmony we bring to spaces. It also promotes a sense of balance and well-being.
  • Coral: This vibrant color signifies energy, enthusiasm, and creativity. It creates an inviting and friendly atmosphere, reflecting our innovative spirit and welcoming approach.

Gradients:

  • Gradients add depth and dimension to our design, making sections more engaging and visually appealing.
  • By using gradients in stand-out sections and hero banners, we draw attention to important information and messages.

Gradient Colors:

In our design, gradients are crafted using analogous colors to create smooth transitions and cohesive visuals. By using shades that are close to each other in our color scheme, we ensure that the gradients are subtle, blending seamlessly with the rest of the design elements.

Our Gradients:

#f26Dff
#f7914f
#d6e16c
linear-gradient (225 deg, rgb (214, 225, 108) 0.00%, rgb (247, 145, 79) 50.00%, rgb (242, 109, 85) 100.00%)
#5759a8
#00abb9
linear-gradient (90 deg, rgb (0, 171, 185) 0.00%, rgb (87, 89, 168) 100.00%)
#57519F
#D071A9
linear-gradient (90 deg, rgb (87, 81, 159) 0.00%, rgb (208, 113, 169) 100.00%)
#d6e16c
#a9d37e
#02b6a5
linear-gradient (225 deg, rgb (214, 225, 108) 0.00%, rgb (247, 145, 79) 50.00%, rgb (242, 109, 85) 100.00%)
#00a7dc
#02b6a5
linear-gradient (90 deg, rgb (0, 167, 220) 0.00%, rgb (2, 182, 165) 100.00%)

Gradient Usage:

Gradients play a crucial role in emphasizing important sections of our website. They are prominently used in stand-out sections and hero banners, where they draw attention to key messages and information.

Additionally, gradients are applied to blobs, adding a layer of depth and visual interest. This use of gradients not only highlights essential content but also contributes to the overall aesthetic and thematic cohesion of the site.

Examples:

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Brand Identity

Typography

Our Fonts:

Our brand’s colorful aesthetic is complemented by the fonts Arbutus Slab Regular and Source Sans Variable.

The combinations of these fonts provide a clean, minimal design in contrast to the playful colors and shapes used throughout the layout. This minimal approach to typography ensures our messaging is fully legible and easy to follow.Our brand’s colorful aesthetic is complemented by the fonts Arbutus Slab Regular and Source Sans Variable.

The combinations of these fonts provide a clean, minimal design in contrast to the playful colors and shapes used throughout the layout. This minimal approach to typography ensures our messaging is fully legible and easy to follow.

Font Hierarchy

Arbutus Slab Regular serves as the foundational element in our typographic hierarchy. With its classic serifs and enduring design, it commands attention as the primary choice for headlines, firmly establishing our brand's commitment to lasting quality.
Source Slab Regular is our versatile font choice, adapting seamlessly from headlines to body copy. Its clean lines and modern look reflect our brand's forward-thinking approach, ensuring clarity and impact in all communications.
Main/Statement Headlines
Arbutus Slab Regular
Subheadings/Copy
Source Sans Variable

Brand Identity

Graphic Elements

Blobs:

Blobs Behind Pictures:

Blobs are most frequently used behind pictures to highlight and frame the images, adding depth and visual interest. These blobs often sit behind pictures of our furniture, drawing attention to the quality and design of our products. By providing a contrasting backdrop, blobs make the images stand out, ensuring that the furniture remains the focal point. Additionally, they add a whimsical element, perfectly aligning with our fun approach.

Blob Borders:

Sometimes, blobs feature offset borders that add an extra layer of emphasis and dynamic flow to the design. These borders are typically found around blobs with images, creating a loose, organic look that guides the viewer’s eye naturally. They also contribute to the overall design's fluidity, reflecting the adaptability and versatility of TF's offerings.
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Background Blobs:

In addition to isolated blobs, large, page-spanning blobs are used as colorful section divisions. These background blobs serve as vibrant backdrops that break up the content and create distinct visual sections on the page.
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Animated Blobs:

For digital designs, animated blobs are available to subtly enhance visual interest. These blobs feature slow, gentle movements that add a dynamic element without overwhelming the viewer. Used sparingly, animated blobs draw attention to specific areas or elements, enhancing the overall user experience. Their subtlety ensures that they enhance rather than distract.
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Photography:

Transformations in the Wild

When possible, showcase real life photos of furniture in designed spaces.
We want to demonstrate how good design can elevate our clients' spaces and allow them to more easily envision what we can also do for them.

Examples:

Transformations In The Wild

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By featuring our furniture in actual locations, we offer potential clients a realistic view of how our pieces can transform their spaces, providing both functionality and aesthetic appeal.

Kendrik In The Wild

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This photo showcases a specific piece of our furniture in a real-world setting, helping clients make informed decisions about the furniture they are interested in by seeing it in use.

3D Renders:

  • Use 3D renders when photography isn’t available.
  • 3D renders are used to showcase the different array of products available.
  • Try to use 3D renders with transparent backgrounds to be placed on top of graphics (e.g. blobs).
  • Use 3D renders to show the look and style of TF and showcase the different options that are available.
  • 3D renders can be cut out to be placed throughout designs in each product collection.

Examples:

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Writing Tips

Writing Tips

Writing Principles For Strong Copy

What to Avoid

Avoid Clichés

People are so used to seeing clichés that the words and ideas lack the punch they once had.

Instead, find a more original way of communicating your point to ensure your copy is vivid and sparks the reader's imagination.
Avoid:
"Built to Last" - overused and overlooked

Instead Use:
"Furniture that outlasts multiple generations"

Avoid Ambiguity

Ambiguous terms and phrases can confuse readers. Be sure your copy is straightforward and to the point.

Avoid Passive Voice

Passive voice can weaken your copy and the impact of your writing. Review your copy and check for forms of "to be" and "get" which may indicate passive voice.

Avoid Redundancy

Eradicate extra words that take up space for no reason.

Instead, opt for punchier, easy-to-read copy. 
Some Examples Of Extra Words Are:
  • A bit
  • Kind of
  • Sort of
  • More or less
  • Pretty
  • Really

Ensure your Copy Is:

Clear

Use simple, descriptive words and sentences that are easy to read and understand.

Run your copy through the Hemingway editor 
(https://hemingwayapp.com/) to ensure optimal readability. (Aim for grade 5 or below.)

Concise

Many customers are skim readers and will skip over long sentences and paragraphs. Get straight to the point with your copy, using shorter, more concise sentences to keep your audience's attention.

Emotive

Use emotive words to elicit a strong emotional reaction that will invite readers to connect with our message on a more personal level.

Authentic

Ensure your copy is written in a friendly, informal, relatable, and approachable tone as if you're talking with a friend to ensure your message is authentic and infused with character.

Writing Tips

Psychological Principles
For Persuasive Copy

Good copy is engaging and persuasive, succeeding in getting the reader to take a desired action.

This desired action can be:
  • To subscribe
  • To opt-in
  • To contact
  • To buy
There are a few psychological principles to use when writing copy for landing pages, email newsletters, and ads.

Gain And Loss Framing

Both gain and loss frames affect the behavioral decisions of the reader. This can effectively guide them to take action. However, gain frames tend to be more effective as they transfer positive emotions and direct the reader’s attention to potential rewards.

Gain Frames:

  • Focuses on the desired outcomes Transformation’s audience wants to attain.
  • Highlights the benefits of what they will gain if they take action.
  • Uses positive language to induce positive emotions like excitement.

Loss Frames:

  • Directs the reader’s focus on the outcomes they want to avoid.
  • Highlights what they will lose or not attain if they don’t take action.
  • Uses negative language to induce negative emotions like fear.

Example Of Gain Framing:

Increase your ROI and save $126k by choosing Transformations Furniture.

Example Of Loss Framing:

You could be wasting hundreds of thousands of dollars by choosing traditional furniture.

Writing Tips

The Rule Of One

To ensure your message is clear, concise, and impactful, consider using The Rule of One principle to communicate ONE thing to ONE persona in each ad, email, or web page you write. To do this, identify one audience and their most important Value Proposition (the desired outcome), then tell them how Transformations will help them achieve that desired outcome.
Make sure to review your copy and ask yourself: 
Is my message speaking to one persona / audience or multiple personas / audiences?
Am I trying to say too many different things at the same time?
Is my message clear and concise?
Is my call to action clear (the action that I want the reader to take)?

Writing Tips

In Medias Res Principle

In medias res (Latin for "in the middle of things") is a writing technique that hooks the reader and immediately draws them into the story you're telling. It is commonly used by novelists and filmmakers and has also proven to be effective in short-form copy such as ads, emails, and landing pages. By grabbing your audience's attention early, you can increase the likelihood that they will continue reading.

Tips for Using This Technique:

  • Start your copy by placing the reader directly into an intriguing circumstance that they can relate to.
  • Include important information for context, but keep it brief.
  • Ensure your call to action is clear so your audience knows what the next step is to find out more or reach the desired conclusion.

Writing Tips

How To Communicate Tangible Benefits Of Transformations

Transformations offers many great features that you will naturally want to communicate with your audience. But don't forget to also describe the benefits they will receive by using TF's services, working closely with experts, and ultimately the benefits they will gain for years to come by using TF furniture.

Features Are:

  • Functional
  • Tangible
  • Qualities

Benefits Are:

  • Intangible (e.g. peace of mind)
  • Tangible (e.g. cost savings)
  • Emotional
  • Valuable
  • Abilities

Example:

The cushions in our Ashton collection feature high-density foam wrapped with a moisture barrier.

Example:

With our Keep-It Program, when your fabric covers get stained or ripped, or when design trends change, you can simply replace your covers and save the cost of buying all new furniture.

Tangible vs Intangible Benefits

Good copy often touches on both tangible and intangible benefits as well as internal and external motivations.

Tangible benefits are benefits we can physically see, track, or count, like:
  • Cost reduction
  • Cash flow
  • Revenue
  • Increased customer retention
  • Increased productivity
Intangible benefits are benefits we can’t physically grasp, like:
  • Feelings
  • Emotions
  • Mood
  • Time
Copy that communicates tangible benefits of Transformations Furniture looks like this:

Say goodbye to replacing your furniture every 5-7 years and hello to saving hundreds of thousands of dollars.

In contrast, copy that communicates intangible benefits sounds like this:

Swap the stress and headaches of maintaining your lounges and lobbies for the peace of mind that comes with pristine furniture and spaces that are clean and inviting.

Writing Tips

Guidelines For Email Copy

The email body copy should be short, easy to digest, and engaging.

Make sure the contents of all emails are 80% value and 20% pitch.

Format emails in a way that is gentle on the eyes.

Bold or underline the most important information you want the reader to focus on. This will help catch the attention of skim readers.

Break up long-winded sentences to make the text less clunky and ensure easy readability.

The copy should be informal and friendly.

Run the copy through https://hemingwayapp.com/ to test readability and adjust accordingly. (Aim for grade 5 or below.)

If possible, use storytelling in emails.

Begin the email with pattern interrupts and use the "in medias res" principle to ensure the reader pays attention and continues reading.

When using a CRM for mass email campaigns, use custom values such as {{contact.first_name}} in subject lines for a personal touch that increases open rates. (Be sure to verify the shortcode used by your CRM.)

Use words and phrases in the subject line that encourage readers to open the email. But avoid words that might be flagged by their system as spam.

Some Examples Of Intriguing Subject Lines That Increase Open Rates Are:

  • Surprise inside
  • Your exclusive invitation inside
  • Did you know this?
  • Have you seen this yet?
  • Quick favor…
  • Don’t miss this
  • Your questions answered
  • You won’t believe what happened next…
  • Guess what…
  • You wouldn’t have guessed this
Before sending your email, run your subject line through a checker to gauge its effectiveness. Tools like SendCheckIt.com and EmailSubjectLineGrader.com analyze factors like length, readability, and word choice to help improve open rates.

More Ways to Craft Effective Subject Lines

Beyond using a subject line checker, consider these strategies to make your subject line stand out:
  • Personalize it
  • Include a teaser
  • Use numbers/figures
  • Use action words
  • Make an announcement
  • Mention a video or podcast
  • Create a sense of urgency
  • Be direct
  • Don't use spam words
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