Concepted and wrote the most profitable advertorial campaign in Scribe Media's history. Four pieces of luxury-positioned long-form copy in Robb Report — the only outside writer the magazine ever allowed.
The brief
Scribe Media wanted to reach successful entrepreneurs who'd been told "write a book" for years and never started. Standard-issue B2B content marketing wasn't moving the needle. Leadership had written off print as dead. We made the case to try Robb Report anyway.
What I did
I wrote four advertorials, each pegged to a different Robb Report reader instinct (legacy, speed of impact, ROI, status). Each one ran in print and on robbreport.com, with a matched email sequence to the leads they generated.
The four published pieces
- "Words Travel Fast" — speed-themed (the Porsche shoot)
- "Make Your Move" — status-themed (the chess shoot)
- "A Legacy Is Forever" — legacy-themed (the Scribe Elite shoot)
- "The Ultimate ROI" — ROI-themed (the cityscape shoot)
Why it worked
Long-form copy on a luxury reader, written like an essay, not an ad. Each piece had a real argument and earned its space. The conversion engine behind it — the matched email sequence — did the heavy lifting on revenue. The print was the door-opener.