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Copy should let people know what's important to you.
The next two ads were half pagers with reprints that doubled as postcards. These were created to focus more sharply on both his studio and location capabilities. In addition to showing great work, short copy was included to give art directors some extra insight about Richard Frasier. To help them know what he's about before making that first phone call. While some would find it risky to put priorities on the line, we found that it opened the door for productive creative dialogue.

ad copy

Studio, Leica, 35 and a moving image maker. Compelling! Behind this world's ultimate small lens system such a merger has extraordinary significance. Frasier. Location, studio and stock options.

ad copy

Your ticket to success-
ful location shooting? A well stocked, proven talent willing to take his designer eye and studio lenses into the field does very nicely. Frasier. Location, studio and stock options.

Copy length can be a signature characteristic of your branding effort.
Either very short, or very long and detailed, if this aspect of copy style is maintained, it can add to your memorability. For a photographer with images that already spoke very well of him, short but meaningful copy worked just fine.
         With a wide range of styles plus much success at marketing stock images, Richard Frasier's reputation had begun. However, when he first decided to advertise, choosing which strength to emphasize was not possible. Since it was too early in his career to nail down a long-term direction, our strategy was to do this full pager showing a variety of work. Copy was left to suggestively promise a better value for those image assignments that also possessed the potential for stock sale.

ad copy

Consider the stock value of your next photo assignment.
Richard Frasier will. He thinks good clients deserve a little consideration now and again.
Frasier. Location, studio and stock options.

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