Practice Assignment: Write a Powerful, 83-Word Email About a Blender …
If you’ve heard the advice to write every day, yet you’re not sure what to write, today’s “assignment” is for you!
I’m going to brief you on an online copywriting assignment, right now, in this article, just like a real client would.
Then I’m going to give you some tips on how to write the copy.
Finally, once you’ve written your copy and gone through a few drafts to make it the best it can be, you’ll end up with a professional copywriting project you can put in your portfolio!
And it’s a great opportunity to get a sense of what it feels like to be given a brief to write copy for a real client.
So, let’s get started …
You’re going to be promoting a high-speed, easy-to-clean personal blender. (I’d like one of those!)
Here’s Your Brief …
Your job is to write promotional copy for the MyBlender Pro.
This copy is going to appear in an email.
There’ll be a headline of 8 words or less that appears at the top of the body of the email itself.
Then a photo of the MyBlender Pro on a kitchen counter, then up to 75 words of text, followed by a button for readers to click if they want to learn more.
You probably get emails like this yourself … selling clothes, vacations, books, household items, and so on.
To be clear …
Headline of up to 8 words
[photo of MyBlender Pro]
Up to 75 words of body text
[The More Info button]
Don’t worry about the photo or the More Info button. And don’t worry about the email subject line.
Your task is just to write 8 words (or less) for the headline and 75 words of compelling body text.
Basic Product Info
Your client will always give you some briefing information like this, whatever you’re going to be writing.
The product name is: MyBlender Pro. (I made the name up, but it’s based on a real product!)
Target Audience: Homeowners who care about making nutritious smoothies at home, with a minimum of fuss …
Product: This is a compact personal blender with a sleek design.
- 900 watt motor base in this compact powerhouse turns anything from strawberries to spinach into smooth, sippable nutrition.
- Simple, intuitive design makes this a device you'll use every day. Just push, twist, and blend.
- One speed setting; mix a smoothie in under 60 seconds.
- Easy to clean. Simply twist off the blades, rinse with soap and water, and put the cups on the top rack of the dishwasher.
- Includes an extractor blade, flip top to-go lid, 32-oz. cup with lip ring, a 24-oz. tall cup with handled lip ring, and a user manual/cookbook.
What’s unique: The blades are designed to extract the most nutrients out of your food. It can pulverize even the toughest ingredients like fresh turmeric root, ginger root, blackberry seeds, wheat grass, kale, and more to make an ordinary food into a superfood.
Price: This is an $80 purchase.
(Pro tip: Don’t mention the price in your copy. The price will be revealed on the website, after readers have clicked through from your email copy.)
How to Research and Prepare
Copy and print out the briefing information above.
Then go to Amazon and look at the features and descriptions of other personal blenders …
Take notes. Get a feel for the products and the buyers.
In other words, do your homework!
This is how it goes with real clients. They give you a briefing, then you do your own research too, digging deeper and immersing yourself in the product or service.
Pro Tips for Making Your Copy Better
Once you’ve done all that research, you might think it’s time to start writing.
Not so fast!
That’s just Step One.
Step Two is to immerse yourself in the lives of your buyers.
Close your eyes and imagine yourself in the home of someone who might be interested in buying a MyBlender Pro.
Will this be their first purchase of this kind or product? What’s motivating them? Why now?
Are they motivated mostly by the idea of mixing nutritious shakes at home with an easy-to-clean machine? Or is it about making lifestyle choices because they’re trying to improve their health and well-being?
Not sure how to answer those questions?
Here’s another pro tip for you …
Go back to those Amazon listings. Now, instead of reading the product descriptions, read the buyer reviews!
THAT’S where you get to know how it feels to be in your prospects’ shoes.
Totally immerse yourself in those reviews and opinions. Get a feel for the language buyers use when talking about these products.
Do that and THEN you’ll be ready to start writing.
Remember … nobody truly NEEDS a MyBlender Pro. We’ve all managed to survive without an $80 blender in our kitchens! But a lot of people might WANT one.
Why? Why do we want them? How will our lives change if we have one?
Answer those questions and you’ll be well on your way to writing some great copy.
Three More Important Tips
I’ve been a professional copywriter for 40 years now.
But still, after all those years, my first draft is NEVER my best draft.
Keep writing new drafts until it’s the best you can do.
Almost every purchase we make is driven more by our hearts than our brains. We buy stuff to satisfy our emotions. We buy stuff to make ourselves feel good.
So … don’t focus just on the features … give thought to the emotional triggers too.
You’re not trying to close the sale with this copy. There’s no buy button.
Your task is to make the reader want to click through to a sales page on the company website.
The purpose of the email copy is to make people interested enough to want to learn more.
Make them click that More Info button!
Remember, the real value in doing this assignment lies in the practice, and in having a piece of writing for your portfolio.
Final tip: If you belong to a private online copywriter’s group, you could post your copy and ask for feedback.
Time to get writing … and remember to practice your writing every day, and you’ll feel more confident. Guaranteed.
Do you have any questions? Let us know in the comments.
Find out the winners of Nick's 83 Words of Online Copy Writing Contest!