Highlighting Features that Make a Difference

The Situation

Reader’s Digest had been marketing a luxury edition of The Bible for over two years with disappointing sales results —despite The Bible being the world’s best-selling book of all time! This edition featured full-page, full-color illustrations throughout and included both the Old and New Testaments, still no luck in sales.

The Problem

Upon examining the existing promotional materials, I found the core issue: their tabloid-sized brochure relied heavily on extracted content directly from The Bible itself — psalms and versicles that, while beautiful, failed to communicate what made this particular edition special.

The brochure lacked:

• Specific details about unique features
• Information about supplementary sections
• Basic specifications (such as page count)
• Clear articulation of the luxury elements

In essence, they were promoting The Bible with Bible verses, rather than highlighting why consumers should choose this specific edition.

My Solution

I maintained the existing brochure format but completely reimagined the content strategy to focus on differentiation and value proposition.

Key Changes:

1. Replaced generic scriptural excerpts with descriptive copy showcasing the edition’s unique attributes
2. Added specifications including total page count — a simple yet crucial detail missing from the original

5. Showcased premium physical attributes:

The redesigned brochure transformed how potential customers perceived the product —from a generic Bible to a premium edition with meaningful enhancements worth the investment. By focusing communication on distinctive features rather than familiar content, I created a compelling reason for consumers to choose this specific edition over standard alternatives.

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