Copywriting, writing ad content for a website or an offline source, is something I’ve always wanted to be good at. I’ve always thought it looked easy. You take a product or service and write something about that product or service which would motivate people to buy. It sounds simple, doesn’t it?
Yet I personally have several hundreds of pages of copy on 30+ websites that has failed spectacularly to motivate anyone to buy the products and services I’m pushing.
So for those of you who are copywriters or wannabe copywriters, here’s a little assignment for you. I promise you this is not for a product or service I actually am trying to sell. I am not using this to get a “freebie” from you. I’m asking you to do this so that I and others here might learn from your expertise. Here’s the scenario and what I’d like you to do.
You’re working for a company which sells jewelry. The company has just introduced a high-ticket medical ID bracelet. The bracelet itself simply contains the basic medical information you’d find in a plain, metal medical alert bracelet for $15-$20 — but it comes in a variety of precious metals with precious and semi-precious stone options.
You job is to write three paragraphs of ad copy for a web page which will both describe and “sell” the bracelets — which have a price range of $250-$600.
My “assignment” for you is NOT to write the ad copy but to answer this question:
What are the two most important factors you would consider in writing that ad copy?
In other words, don’t write ad copy, but tell me what you would do given the specifics of these high-end medical id bracelets that would guide you in writing the ad copy.
Is that clear enough? I invite you to leave comments and tell me your thinking and the process you would use. I hope we can get some discussion going here that will benefit all of us copywriters and copywriter wannabes.
[tags]writing ad copy, selling on the Internet, writing tips at garyspeer.com[/tags]