Marketing Copy Review | Designing Your Life

As an exercise, I identified a piece of well-written marketing copy, broke it down into a formula, and then used the formula to write about a popular product, Save The Turtles straws.

For this exercise, I am used the copy from one of my favorite books, Designing Your Life by Dave Evans and Bill Burnett.

The copy:

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The formula:

1) Use a clear, professional image.

The landing page provides a professional, high quality image of the product increasing credibility and establishing the product. The image contains only the book against a white background eliminating all distractions.

2) State an intriguing, bold fact.

As a hook, they use “New York Times Best Seller.” Again, this instantly showcases credibility while also showcasing an impressive fact. However, the statement does not always have to be a boast. It could also be a fact that accents of your company’s values or product’s purpose.

3) Product purpose and explanation

Within the first few sentences of the first mini paragraph, the concept behind the book is crystal clear.  The author identifies the logic of the book and how it is approached.

4) Identify how the product brings value to the user.

In the second paragraph, the author instantly states how this product brings value to the reader, “[This book shows us] how design thinking can help us create a life that is both meaningful and fulfilling, regardless of who or where we are, what we do or have done for a living, or how young or old we are.” Additionally, it qualifies if the reader is the correct fit for the product.

Additional notes:

  • The copy is brief and engaging.

  • The voice of the copy speaks to audience conversationally (using words such as “us” and “we”).

My prototype:

staw-ad.PNG

How I used the formula:

1) Use a clear, professional image.

I choose a clear distraction-free image clearly displaying the product. I strategically placed it lower on the page as now to take away from the bold hook.

2) State an intriguing, bold fact.

Instead of using an impressive fact about the company or product, I choose to use a shocking fact that is the at the core of Save The Turtles mission, “Americans use 500 million straws daily.” People who are unhappy about the use of plastic, are drawn in to find the solution.

3) Product purpose and explanation

The brief paragraph below the header explains the product and it’s purpose.

4) Identify how the product brings value to the user.

Finally, displayed near the product image, is a concise clear blurb about how this product brings value to the user. It also ends with a call to action to learn more about the product.

Identifying unique and engaging marketing copy is an excellent way to glean information and inspiration. However, as with all writing, there is always room for improvement.

Kayla SanoyComment