Let’s talk about sex.
 

Or, if you’re Apple or Google, let’s not.
 

This was one of the big challenges that faced MysteryVibe.

They're a manufacturer of high-end, app-connected sex toys – each of which is incredibly advanced, combining ergonomics with a dedicated app to enable their customers to sculpt and customise their own experiences.

And like any product in a crowded marketplace, they needed to get that marketing edge over their competitors – which is where I came onboard.

MysteryVibe needed a lot of copy. Product copy, advertising material, instructional and how-to articles – and app store copy.

This is where it got tricky. App store gatekeepers and payment providers have strict policies when it comes to anything sexual.

The solution was to push the health benefits on a level pegging with the fun aspects – they sought and got recommendations and endorsements from medical professionals.
 

This of course meant that the copy had to strike a fine balance between both spheres. It couldn’t be too risqué; it couldn’t be too clinical.
 

But it worked, and in a crowded marketplace, created enough of a buzz for MysteryVibe to really stand out.