I worked at Publishers Clearing House for over a year. I was most impressed at how well they knew their users shopping habits. I learned a lot about how to understand the user and how to write copy to influence them. The Production process thought out and thorough. Everything is planned and based on their users interests. it was always a month ahead of publication, making it easier for us to complete our work on time.
The beginning of the month we were given the assignments and completion dates for each email and landing page that had to be completed. I simple work week had us creating up to four mailings a week. This all depended on the time of the year.
Emails were all templates developed over time, the most you had to do with them is change a color to match your overall design. The landing pages demanded the most work. The beginning of my time there had us creating very complex landing pages. While the grunt work was a lot of cut and paste of products code the end result was always very nice and user friendly. This changed after 6 months to an automated product system. Which made our life easier.
A Web Designer’s job at Publishers was to create the look and feel of each campaign. This was all based on the header images. The first task was to take your project to the copy editor assigned to your email. They would come up with sales copy for the headers of your landing page. From there you designed the look and feel of the rest of the landing page.
Once the campaign design was completed and approved by the Web Design Director it was sent into the approval process. The campaign had to pass through many hands and any one of these people could reject it. If rejected you would have to make a change and send it through the approval process all over again. If your campaign made it through legal you were good to go.
That was the job, it was a good job with good people working there. I learned a lot and enjoyed my time there. One of my best takeaways from the Publishers, is I learned about writing seller copy that worked. Elliot Maldonado introduced me to the work of Herschell Gordon Lewis, On The Art of Writing Copy. Elliot broke it down to five motivators: Greed, Guilt, Fear, Ego Gratification (Need for Approval), and Exclusivity. In the end the three hour commute to Port Washington, New York was just too much.