Think You Can Write an Attention-Getting Email About an Air Fryer?
If So, You Could Win $200!
This could be your first paid freelance copywriting job.
And if you’re up to the task, it could mean a $200 prize.
Here’s how it works:
I’ll brief you on an email copywriting assignment, right here in this article.
If yours is one of the best three submissions, AWAI will send you $200.
Are you game?
If so, you’ll have immediate, hands-on experience with writing email copy, just like you would for a real client.
More details in a sec …
First, you might be wondering — why email?
Basically, every single one of your current — or future clients — needs them.
Statista reports nearly 306 BILLION emails are sent each day worldwide.
And any serious business needs them to:
- Announce a product to their audience
- Promote a special deal or coupon on a product or service
- Share company news
- Tease a product launch
- Announce a new podcast episode, YouTube video, blog post, case study, or white paper
- Share company news
- Promote a special deal or coupon on a product or service
- Confirm the purchase and thank the buyer
- Welcome a new subscriber or buyer
- Follow up on an abandoned cart
- Upsell to a connected product
- Recommend the products and services of an affiliate partner
- Give value via great content (i.e., a newsletter)
- Build a real relationship with their audience
- And much more
The important thing to know is this:
Learn to write this one simple project, and you can become a very busy, high-paid copywriter.
That’s why if I was starting over … I’d learn to write emails as fast as I could. It would allow me to get “in” with a client quickly and get paid fast.
So, to help you get you started, here’s your brief on the email copywriting assignment …
You’ll promote an air fryer.
First, I’ll brief you on the job, just like an actual client would.
Then I’ll give you a few 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 submit it to AWAI by the deadline (submission instructions below).
If it’s one of the winning submissions, you’ll receive one of three $200 prizes.
Also — whether you win or not, this is a great opportunity to get a sense of what it’s like to be given a brief to write copy for a real client.
Let’s get started …
Here’s Your Brief …
Your job is to write promotional copy for an email for the Tastebud Bliss Air Fryer.
There will be an email subject line of 8 words or less. (I’ll give you a few tips for writing attention-getting subject lines in a minute.)
Then inside the email, there will be a photo of the air fryer on a kitchen counter and up to 75 words of text. The email copy will be followed by a button for readers to click if they want to learn more.
To be clear …
Email subject line of up to 8 words
Inside the email:
[product photo (will be provided by the client)]
Up to 75 words of body text
[The More Info button (will be provided by the client)]
Don’t worry about the photo or the More Info button … presume the client will provide those.
Your task is only to write the subject line and 75 words of compelling email copy.
In that short space, you’ve got to:
- Get someone’s attention
- Get them interested in what you have to say
- Get them to click on a link in the email
Not having much space to work with forces you to focus on what’s critical to persuade your reader. It also helps you become a better writer.
Here’s the info you need to complete the assignment …
Basic Product Info
Product name: Tastebud Bliss Air Fryer (I made up the name, but it’s based on a real product.)
Target Audience: Anyone who cooks and is interested in making guilt-free fried food at home.
Product: This is a popular model of an air fryer.
- Enjoy guilt-free fried food with up to 75% less fat.
- 7-in-1 functionality: Max Crisp, Air Fry, Air Roast, Air Broil, Bake, Reheat, and Dehydrate settings.
- Includes preset programs with optimized fan speeds for perfect results.
- XL 5.5-quart ceramic-coated nonstick basket.
- Easy cleaning: basket is dishwasher safe.
- Includes chef-inspired 20 recipe book.
- Broil rack gives meals or sides a crispy and bubbly finish.
- Fits 3 lbs. of French fries or chicken wings.
- Wide temperature range of 105°F to 450°F.
- Manufacturer’s 1-year limited warranty.
- Dimensions: 14.75”H x 11”W x 14”L; cord length 36”.
What’s unique: Get hotter, faster, and crisper results with the Tastebud Bliss Air Fryer. Make succulent chicken wings or crispy French fries with up to 75% less fat (tested against deep-fried, hand-cut French fries). Roast vegetables, bake desserts, and so much more. Delivers 450 degrees of superheated air to cook foods up to 30% faster for hotter, crispier results with little to no oil for guilt-free fried favorites.
(Pro tip: Don’t mention the price in your email copy. The price is revealed on the website, after readers have clicked through from your email copy. Focus on what entices prospects to want to read more. Your only job is to get the click!)
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 air fryers …
Take notes. Get a feel for the products and the buyers.
Pro Tips for Making Your Copy Better
Once you’ve done all that research, you might think it’s time to start writing.
But 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 shoes of someone who might want an air fryer.
Will this be their first purchase of this kind or product? (Hint: Chances are they’ve bought other “cool” kitchen gadgets before.) What’s motivating them? Why now?
Are they motivated mostly by the idea of improving their diet by eating guilt-free fried food? Or the convenience of faster cooking and crisping at home? Or do they entertain a lot and this would be handy? Or is it more about loving the latest kitchen gadgets and indulging their cooking hobby?
Not sure how to answer those questions?
Go back to those Amazon listings. Now, instead of reading the product descriptions, read the buyer reviews.
Then head over to a search engine and find blogs, forums, and other communities online where these folks hang out and “talk shop.”
That’s where you get to know how it feels to be in your prospects’ shoes.
Totally immerse yourself in what their challenges are … their likes and dislikes … etc.
Do that and you’ll be ready to start writing.
Remember … nobody truly NEEDS an air fryer. Humans have cooked without one for a very loooong time. So why would the reader want one?
Answer that question and you’ll be well on your way to writing some great email copy.
Tips for Writing an Attention-Grabbing Subject Line
A subject line is only around 40-60 characters, and it must achieve two main goals:
- To get the reader to open the email. A subject line needs to stand out in a crowded inbox. Your readers are distracted and inundated with other emails (and other online alerts) competing for their attention.
- To get the reader to want to read the first line of the email. Getting the email opened isn’t enough (a lot of people will simply open an email in order to delete it!). That’s why your subject line has to also make the reader want to read — at the very least — the first line of the email.
Here are some strategies you can use to create more intriguing, effective subject lines:
- Use curiosity as much as possible to generate interest.
- Add benefits the reader will get for opening and reading the email (either direct or implied).
- Specificity always attracts more attention, so include details or numbers to strengthen your message.
- Be personal. Including a first name or being more casual in your language makes your subject line more conversational.
Two More Important Tips
- Revise, revise, revise. I’ve been writing all kinds of copy for 15 years now. But still, after all those years, my first draft is never my best draft. I recommend writing several drafts of both the subject line and body text before submitting your final copy (assuming you want to win the $200 prize).
- Don’t regurgitate the features. Remember the purpose of this email isn’t to sell the air fryer. It’s to sell the “click” that goes to the product page that sells the air fryer. So don’t get caught up in talking up the features. You’re not trying to be a salesperson here. Instead, focus more on the emotional benefits of owning the fryer — how will it improve your prospect’s life? How great will they feel? How amazing will everything taste? Involve the senses. And only mention the features if it makes sense in this more emotional, benefit-driven context.
First rule …
No copying text from the Web. Make this all your own, original work.
Remember, the real value here lies in the practice and improving your craft.
Second rule …
You have a deadline.
Submit your copy by 11:59 p.m. EST (one minute before midnight) on April 12, 2022.
AWAI will announce the three winners in 10-12 days or so after the end of the contest.
This contest has ended. Check out the winners, here.
Do you have any questions? Let us know in the comments.