Exclaimer
COPYWRITER
Exclaimer
COPYWRITER
What do it teams actually care about?
Exclaimer is a platform that lets IT teams manage every employee’s email signature from one place, updating branding, banners and legal disclaimers across the whole company without relying on individuals to make the changes themselves.
They asked me to write a script for a paid social ad targeted towards IT teams whose jobs would be made easier if their company implemented Exclaimer.
the challenge
The challenge was that, as a social campaign, we were approaching our audience in their downtime. These weren’t founders who lived and breathed their company; these were IT people who didn’t want to think about work any more than they had to.
After all, they don’t write the disclaimers or choose the hex codes, they just implement what legal and brand teams tell them to. Compliance issues and brand inconsistency aren’t their problem beyond the fact that they are annoying to fix.
So what do they actually care about?
It’s simple: they care about making their jobs easier.
Our script begins with a relatable moment every IT professional will have experienced: the panicked message from a colleague overreacting to a problem. By showing we understand the annoyances that our audience have to deal with, we create a sense of kinship with them - and encourage them to keep watching to enjoy the payoff where the IT department comes out triumphant.
From there, we can delve into the specifics that prove the claim, because we already have our audience on board.
As of writing, the video has over 16 million views on YouTube alone - so I hope the film resonates with at least a few IT teams out there!