Magical copy, for Dell


Dell provides customers with technology products and services that help them do more – at home, work, school, and everywhere else in their world.

Communication challenge

When Dell decided to create a customer support service, it approached IT communications agency Wilson Miller for help. The challenge involved moving people away from their preconceptions of Dell as a “box-shifter” and reaching out to the audience with a non-technical approach.


Copywriting solution

Having developed an engaging brand name and visual concept (using people’s reactions to solving a PC problem), Wilson Miller asked RichWords to work on the copy platform.

As this double-page press ad shows, we replaced industry-standard technical jargon with conversational language to develop a tone of voice that reinforced the brand’s visual style and positioning.

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