Write a Powerful, 83-Word Email About a Slow Cooker …
If you’ve heard the advice to write every day, yet you’re not sure what to write, today’s “practice assignment” is for you!
I’m going to brief you on an online copywriting assignment, right now, in this article.
Then I’m going to give you some tips on how to write the copy.
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 programmable slow cooker. (One of these would come in handy!)
Here’s Your Brief …
Your job is to write promotional copy for the EazyPot Slow Cooker.
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 EazyPot Slow Cooker 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 EazyPot Slow Cooker]
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 the headline and 75 words of compelling 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: EazyPot Slow Cooker. (I made the name up, but it’s based on a real product!)
Target Audience: People who enjoy the convenience of making nutritious meals at home, without spending all day in the kitchen.
Product: This is a 4-qt. programmable slow cooker with a sleek stainless steel design.
- Removable, dishwasher-safe stoneware and lid for easy clean up
- Mix and match temperature with your choice of cooking times
- Flexible programming options
- Choose high, low, or warm temperature settings
- Select 2, 4, 6, 8, or 10 hours of cooking time
- Wraparound element for even heating
- Easy-clean touch pad
- Perfect size for 4 lb. chicken or 2 lb. roast
- Automatically shifts to warm when cooking time is up
What’s unique: Create homemade meals without having to spend the whole day in the kitchen. Convenient programming options via the easy-clean touch pad so the cook can choose high or low temperature setting and five different cooking times ranging from 2-10 hours. Once the cooking time is up, the slow cooker automatically shifts to warm setting, ideal for buffets or when dinner ends up later than planned.
Price: This is a $50 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 programmable slow cookers …
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 an EazyPot Slow Cooker.
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 cooking simple meals at home with a minimum of effort? Are they crunched for time? Are they swayed by the dishwasher safe, easy-to-clean design? 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 an EazyPot Slow Cooker. We’ve all managed to survive without a $50 slow cooker 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 over 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 or to fulfill something in our lives.
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 cooking … 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.
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