Williams-Sonoma Direct Mail (Spec)

Target Audience: Young adults, ages 22–30, salary of $25k+

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Tone: Stylish, Modern, Informative

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Objective: The main goal of this project was to get the reader to visit the website to view the Primo Cookware Line. The target audience can’t afford much of the top-quality cookware on the market. It was important to both reassure them of the line’s quality and inform them of its more affordable price.

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Tactic: The comparison in the headline gets them visualizing what things could be like in their own kitchen.

 

Then, I let them know that although the price of this line is on the lower end, it’s still restaurant quality. This alleviates worries about the lower price being a sign of the product being of lower quality.

 

The next sentence reinforces this by stating that they crafted each piece to be long-lasting. This convinces the reader that it's worth buying.

 

The phrase “frying and roasting for many years to come” gets them to imagine everything they could do with new cookware. It also triggers other senses like taste and smell, which appetize the reader.