A specialty retailer wanted several ads for things people with disabilities commonly purchase at Amazon.com. The demographic was aging tech workers and Boomers faced with arthritis and repetitive strain injuries. She decided on an all-new style of copy that better fit her brand than the bullet-pointed Amazon ad she was using on her website and in email copy. She characterized this new style as “J. Peterman Catalog meets shabby chic”. The style is brought forward in this ad for a signature line of pens the company is bringing to market. The format was both a webpage display ad, a magazine article type email newsletter which was then replicated in a local 1-page flyer, in the style of the J. Peterman Company.

Word Count of revised ad below: 380  Reading Time: 1 minute

Original ad text, no corrections:

Super Big Fat Pens for Arthritis: Black Ink, Blue body + 5 Ink Refills

  • Big Fat Pen is Easy to Hold!
  • Great for people with arthritis, hand pain, or restricted mobility.
  • Non-Slip Rubber Grip on Smoky Black Plastic Body: 5″ long x 1″ in diameter, Weight 1 oz.
  • BLACK INK. Accepts “Parker Style” refills. Comes with 5 Extra Ink Cartridges
  • Detachable lanyard keeps pen close at hand.


The Final Ad

The below ad was used to successfully boost this client’s sales and reflected a re-styled barrel, and the “J Peterman Catalog meets shabby chic” copy treatment with accompanying brand name and graphic change.

Note: Graphic here is for demo only, the client had her final graphic hand-drawn to reflect the style.

That stabbing pain. You know, the one that suddenly shoots across your palm one day, hurts like a splash of hot tea, and won’t go away? Repetitive strain disorder brought on by too much mousing.

So much for calligraphy!

Katie knew this meant she would need to find another alternative to her beloved slimline pen from college. Sophie, from her book club, came to Kate’s rescue with a beautiful, smooth-writing answer: “Francine’s Pillow Pens.”

Available in silver or goldtone, 1″ diameter Pillow Pens have a nearly invisible gelfoam knob where fingers rest, gently surrounded by cool, comfortable support.

No matter how much repetitive strain or carpal tunnel syndrome affects your grip, your writing will be smooth, accurate, and comfortable, just like in college.

Remember college? You would curl up in that favorite old sweater with a big mug of something hot and journal longhand, all afternoon. Obsessed with writing long before the trackpad and mouse, smooth, charcoal ink flowed dreams and ideas like blood from your veins.

You wove stories and documented your days with that ink, and the pen that wrote with it.

It represents history.


Industrial designer Francine James understands this passion for pen and ink. She used a classic fountain pen to scribble in her diary ever since freshman year. Decades working heavily on computers left her with carpal tunnel syndrome and hands so painful she couldn’t write. That’s why Francine developed the Pillow Pen – for herself and others like her, who find even writing a grocery list brings on discomfort.

And what happened to Katie? We saw her in our Harlow shop last week and were happy to send her whistling on her way, with a fresh new EcoJournal, and our popular “Hera” Pillow Pen. The Hera model is unique. Its multi-colored gelfoam gripper-knob set lets Katie color-coordinate with her clothes, the season, or her book club’s latest selection. The Hera is one flirty, attractive pen if we do say so ourselves. Come see!

Just bring your favorite journal into your high street stockist for a test-drive. You can indulge in your favorite obsession with any of our three signature Pillow Pens: the Hera, Metis or Sylph, and write in absolute comfort. All Pillow Pens easily fit right or left-handed writers. Our unique gelfoam knobs customize to your exact grip and keep their shape for ten years – guaranteed. Each pen comes with three bonus refill cartridges and accepts Parker refills as well.

Gift-boxed for your current crush, as a beautiful self-care gift for you, or…both?

Click here to Buy Now



*Image credit: Negative Space at pexels.com

* inactive links for demo only