Many years ago, I worked with a Creative V.P. who often said I was the person who invented the headline “New Fiction.” He was joking of course, but it’s true that someone has to write the headlines for the 150-200 monthly promotional signs Barnes & Noble ships out to every store. As a senior project manager, I often wore many hats, and regularly wrote copy on the fly for signs, direct mail, and customer emails. Indeed, I collaborated with project stakeholders, designers, and production teams to ensure we spoke to customers with the kind of authority they've come to expect from the country's biggest bookseller.
While much of what I've written is book-driven, sometimes you find yourself crafting editorial for corporate initiatives. Like the Social Distancing signage below, for example. While not your typical marketing copy, these operational signs are nevertheless an important tool for managing customer expectations. As you can imagine, clarity is incredibly important now as people acclimate themselves to a new way of shopping.
As both a project manager and an in-house copywriter, I understand the importance of unrelenting brand stewardship. Every project I've managed and every headline I've written represents an ongoing dialogue with our customers. Along the way, I’d like to think I’ve given “New Fiction” a real run for its money.
ALL PROMOTIONAL SIGNAGE ON THIS PAGE © BARNES & NOBLE, INC. ALL RIGHTS RESERVED.