The Supertexter
With the Supertext.ch portal, Rinaldo Dieziger wants to sell headlines and editorial texts over the Internet in a similar way to last-minute trips.
With the Supertext.ch portal, Rinaldo Dieziger wants to sell headlines and editorial texts over the Internet in a similar way to last-minute trips.
The success story starts with a temporary job. Having just returned from a trip around the world, copywriter Rinaldo Dieziger finds the advertising industry in a mild recession. As a former Publicis or SFLB employee and graduate of the Kreaschule, he does have an option at a leading top ten agency. But even there, the economy wants to take a break for a few more months. So Dieziger accepts the invitation of a colleague from the St.Gallen Institute for Young Enterprises. At a trade fair, he is to offer information about help for start-ups at his stand. It was a week of fun. But also the impetus for a completely different life. "The trade fair was the first time I came into close contact with this world of start-ups," recalls Dieziger. And he was suddenly no longer so keen on the option of employment. As a freelancer, he prefers to start by polishing up the texts on the Institute for Young Enterprises' website. He also attended a workshop for business plans - "because I wanted to know what I was actually writing about".
It was at this workshop that he finally caught "the entrepreneurial bug". "They were all guys who were moving forward. Setting up something of their own." As a result, Dieziger also practiced in various projects until he "saw at some point: You have to stick to what you're really good at." Two years ago, the first pool for copywriters in Switzerland was created, which organizes and sells its services online.
"People don't read advertising. They read what interests them. And sometimes it's a flyer," says the flyer for Supertext. Inside, under the headline "We'll put in a good word for you", you can read that Supertext offers letter texts, online texts, PR texts and advertising texts. "Delivery within 24 hours". Customers can choose between a "total revision" from CHF 199 or a "fine-tuning" from CHF 149. Agencies that are about to pitch and urgently need a few more slogans can also book a ghostwriter via Supertext. The "Solo" offer lets one of Supertext's 170 copywriters do the brainwork. "Trio" means that the agency can hope for suggestions from three different copywriters from CHF 499.
The idea made it to the top 38 of over 1,000 young companies in the "Start up" show on Swiss television in April this year. "Unfortunately, we didn't make it to the final round," regrets Dieziger. Nevertheless, Supertext AG has found an investor. "Texts are stronger than pictures", is the slogan on the back of the Supertext flyer, and with good reason. It also includes a few of the first references, such as PostMail, Zeiss, Publiconnect, Oertli Company and the Swiss SME portal eStarter.ch.
Supertext has its network center in a small office in Zurich's Technopark. In addition to the founder and "boss of the whole thing", Rinaldo Dieziger, his brother Fabian Dieziger also works there. The business economist's business card reads "Head of Business". The third member of the team is Rémy Blättler. His card reads "System Manager". The computer specialist lives and works part-time in New York. At the beginning, he was "only" supposed to program the Supertext website. "They were talking about a two-week job - which has now turned into two years." Since then, Supertext's technical concept has become just as sophisticated.
Customers who want to redesign or even just optimize a text must first upload a document with the raw content to the website. The customer then clicks on an ingenious drop-down list and enters their precise briefing with the desired style, target audience and deadline into the system. The order is automatically analyzed and within seconds the computer responds with a binding quote.
Supertext's business model is comparable to the price-performance ratio of Easyjet or the organization of Maxiprint, the print shop that mobilizes free capacity via the Internet. "The Internet has changed the travel industry. We want to do the same in the advertising industry: The traditional agencies are the personal travel agency, we are the online travel agency," says Rinaldo Dieziger. Instead of free hotel beds, freelance copywriters are simply pooled. These could also be based in a vacation destination. "One of them works from a Greek island," says Dieziger. A growing number of the 170 freelancers today are also contacted in Germany. All Supertexters have to undergo strict quality control. Supertext works closely with the copywriters of Script, and Rinaldo Dieziger has already been nominated for the board of this association.
And the future? "With the same system, we are expanding the service in the direction of translation/adaptation," Dieziger thinks aloud. And he reveals that Supertext is planning to move to larger offices soon.
Andreas Panzeri
The success story starts with a temporary job. Having just returned from a trip around the world, copywriter Rinaldo Dieziger finds the advertising industry in a mild recession. As a former Publicis or SFLB employee and graduate of the Kreaschule, he does have an option at a leading top ten agency. But even there, the economy wants to take a break for a few more months. So Dieziger accepts the invitation of a colleague from the St.Gallen Institute for Young Enterprises. At a trade fair, he is to offer information about help for start-ups at his stand. It was a week of fun. But also the impetus for a completely different life. "The trade fair was the first time I came into close contact with this world of start-ups," recalls Dieziger. And he was suddenly no longer so keen on the option of employment. As a freelancer, he prefers to start by polishing up the texts on the Institute for Young Enterprises' website. He also attended a workshop for business plans - "because I wanted to know what I was actually writing about".
It was at this workshop that he finally caught "the entrepreneurial bug". "They were all guys who were moving forward. Setting up something of their own." As a result, Dieziger also practiced in various projects until he "saw at some point: You have to stick to what you're really good at." Two years ago, the first pool for copywriters in Switzerland was created, which organizes and sells its services online.
"People don't read advertising. They read what interests them. And sometimes it's a flyer," says the flyer for Supertext. Inside, under the headline "We'll put in a good word for you", you can read that Supertext offers letter texts, online texts, PR texts and advertising texts. "Delivery within 24 hours". Customers can choose between a "total revision" from CHF 199 or a "fine-tuning" from CHF 149. Agencies that are about to pitch and urgently need a few more slogans can also book a ghostwriter via Supertext. The "Solo" offer lets one of Supertext's 170 copywriters do the brainwork. "Trio" means that the agency can hope for suggestions from three different copywriters from CHF 499.
The idea made it to the top 38 of over 1,000 young companies in the "Start up" show on Swiss television in April this year. "Unfortunately, we didn't make it to the final round," regrets Dieziger. Nevertheless, Supertext AG has found an investor. "Texts are stronger than pictures", is the slogan on the back of the Supertext flyer, and with good reason. It also includes a few of the first references, such as PostMail, Zeiss, Publiconnect, Oertli Company and the Swiss SME portal eStarter.ch.
Supertext has its network center in a small office in Zurich's Technopark. In addition to the founder and "boss of the whole thing", Rinaldo Dieziger, his brother Fabian Dieziger also works there. The business economist's business card reads "Head of Business". The third member of the team is Rémy Blättler. His card reads "System Manager". The computer specialist lives and works part-time in New York. At the beginning, he was "only" supposed to program the Supertext website. "They were talking about a two-week job - which has now turned into two years." Since then, Supertext's technical concept has become just as sophisticated.
Customers who want to redesign or even just optimize a text must first upload a document with the raw content to the website. The customer then clicks on an ingenious drop-down list and enters their precise briefing with the desired style, target audience and deadline into the system. The order is automatically analyzed and within seconds the computer responds with a binding quote.
Supertext's business model is comparable to the price-performance ratio of Easyjet or the organization of Maxiprint, the print shop that mobilizes free capacity via the Internet. "The Internet has changed the travel industry. We want to do the same in the advertising industry: The traditional agencies are the personal travel agency, we are the online travel agency," says Rinaldo Dieziger. Instead of free hotel beds, freelance copywriters are simply pooled. These could also be based in a vacation destination. "One of them works from a Greek island," says Dieziger. A growing number of the 170 freelancers today are also contacted in Germany. All Supertexters have to undergo strict quality control. Supertext works closely with the copywriters of Script, and Rinaldo Dieziger has already been nominated for the board of this association.
And the future? "With the same system, we are expanding the service in the direction of translation/adaptation," Dieziger thinks aloud. And he reveals that Supertext is planning to move to larger offices soon.
Andreas Panzeri
