A small part of your job is 100% of ours.
I was part of a team that created a national awareness campaign for Quill a few years back. The strategy was to appeal to “time-starved and overworked” office administrators who didn’t have the time to worry about office supplies. I wrote the “small part” line for this campaign. It became Quill’s official tagline the following year.
Much of my favorite work leans on my playful spirit, but this line is my favorite because of how much it resonated with customers (it repeatedly tested through the roof in surveys). I’m also fond of it because, besides hitting the strategy and connecting with customers, there were no matches when I searched the phrase in quotes on Google. Writing a line that has never existed before (and works) is always gratifying.
