Your MissionWrite an 83-Word Email About This Company’s Brand-New Product!
Rebecca Matter here…
With what could be your first paid freelance copywriting job!
And if not, a GREAT learning experience and introduction to this amazing world we call “copywriting”!
For this contest, you’re going to promote a pair of sleep buds.
And, if yours is one of the top three submissions, we’re going to award you $200.
Not a bad payday for 83 words!
Here’s How It Works…
I want you to imagine a client has just called you or emailed you…
“Hey, we got these great new sleep ear buds we’re excited about — and we need you to write an email introducing them…
“Are you up for it?”
Of course you say — YES!
Because you’re a copywriter, after all — and as an AWAI member, you have access to and the support of an organization that’s been helping copywriters succeed for nearly 30 years now!
So what I’m going to do is give you the scope of the project, just like a “real client” would.
I’m also going to give you some tips on how to write the copy…
And once you’ve written your copy and gone through a few drafts to make it the best it can be, I’ll show you how to submit it to us for a chance to win your first payout as a writer.
And whether you’re one of our winners or not…
This will be a professional copywriting project you can put in your portfolio!
Not to mention a great opportunity to get a sense of what it feels like to be given a brief to write copy for a real client.
Are you in? I hope so.
Let’s get started…
Here’s Your Brief…
Your job is to write promotional copy for the DeepSleepBuds. (It’s a fictional product, but based on a real one.)
This copy is going to appear in an email that will go to people who are fans of your client’s company and have “opted in” to getting emails about new products.
There’ll be a headline of eight words or fewer that appears at the top of the body of the email itself.
Then a photo of the DeepSleepBuds in the ears of a man sleeping soundly…
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.
Important note: You do not need to worry about providing the photo or the “More Info” button. And don’t worry about providing the email subject line either. Your “client” will provide those.
Your task as the writer is just to write
the headline and 75 words of compelling text.
And… in answer to a question we often get… if you use just six words in the headline, no, you can’t use two extra words in the body copy. 😄
The intention is to deliver the project following the exact specifications given to you.
And then… answers to some other questions we’re often asked…
Yes, two words connected by a hyphen still count as two words… quotation marks don’t count as words… and don’t use symbols like the & (ampersand) in your copy. “DeepSleepBuds” counts as one word.
So, to recap, you’re providing the following:
- Up to eight words for the headline
- Up to 75 words for the body text
Your client will always give you some briefing information like this, whatever you’re going to be writing.
Basic Product Info
Product Name: DeepSleepBuds. (We made the name up, but it’s based on a real product!)
Target audience: People who want to get a good night’s sleep and have trouble because their mind is racing or there’s too much noise in the background.
Product: This is a pair of earbud headphones designed for use when sleeping.
Features:
- Plays original content from the coordinating app (does not stream music or podcasts).
- Sound Library features 40 specially curated sounds, including tranquil tonal environments and sounds from nature and beyond, and engineered noise-masking sounds designed to cover nighttime disturbances like snoring, outside traffic, and next-door conversation.
- Relaxation content to calm a racing mind or be transported to relaxing surroundings.
- The app also lets you set an alarm only you’ll hear, and access other features including Phone-free Mode, which allows you to program your settings ahead of time so you can leave your phone in another room.
- Three sizes of eartips for a secure, comfortable fit (even if you toss and turn or sleep on your side).
- Easy to use: Download favorites directly onto the earbuds to customize your nighttime routine, control the volume, and access features like the personal alarm.
- 10 hours of battery life (enough for a full night’s sleep).
- Bluetooth compatible.
- Convenient charging and storage case plus USB cable.
What’s unique: DeepSleepBuds work with a dedicated app to deliver relaxing sounds that help you fall asleep and use noise-masking technology so you stay asleep all night.
The DeepSleepBuds are not noise canceling; instead, engineered masking sounds combine with the noise-blocking design of the buds to cover unwanted nighttime disturbances. The sleep technology has been clinically proven to help the wearer fall asleep faster… and with up to 10 hours of battery life, this is the easy solution to better sleep — from wind-down to wake-up.
Price: This is a $325 purchase.
(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.)
Tips on Research and Prep…
Copy and print out the briefing information above.
Then go to Amazon and look at the features and descriptions of other sleep headphones…
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.
Tips for Making Your Copy Better
Once you’ve done all that research, you might think it’s time to start writing…
But not yet!
That’s just Step 1.
Step 2 is to immerse yourself in the lives of your buyers.
Close your eyes and imagine yourself in the home and lifestyle of someone who might be interested in buying a pair of sleep buds.
Will this be their first purchase of this kind of product? What’s motivating them? Why now?
Are they motivated mostly by the idea of having soothing sounds to listen to as they go to sleep? Do they live with someone who snores? Are the neighbors next door partying loudly every night? Or are they in need of a way to calm their racing mind?
Not sure how to answer those questions?
Think of someone you know who can’t get a good night’s sleep. How are they feeling?
Do they know this technology exists? If so, are they aware of this brand, its new features, and how effective it is?
This is about meeting your reader where they are!
Now you, a friend, come along with a possible solution… and you want to share it with them!
Is it because you want to sell a set of earbuds? No!…
It’s because you want to help them solve a problem… get a good night’s sleep… and wake up feeling better!
Here’s another tip for you…
Go back to those Amazon listings. Now, instead of reading the product descriptions, read the buyer reviews!
That’s another way to 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 pair of DeepSleepBuds. But more and more people might WANT them.
Why? Why do we want them? How will our lives change if we have them?
Answer those questions and you’ll be well on your way to writing some great copy.
Three More Important Tips
First…
Every writer will tell you — your first draft is NEVER your best draft.
So… if you want to write the best email possible with the best shot at our prize, write several drafts of both the headline and body text.
Keep writing new drafts until it’s the best you can do.
Second…
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.
This is some of the deeper foundational stuff you’ll learn when you go through our core training, The AWAI MethodTM — but I included a bit of it here because I really want you to have every advantage when taking on this project!
Bottom line… Don’t focus just on the features… Give thought to the “emotional” triggers too.
Third…
You’re not trying to close the sale with this copy. There’s no “buy now” button.
Your job is simply to make the reader want to click through to a sales page on the company website so they can learn a lot more about the product (a page you’d likely be asked to write as well, if you were the writer for this company!).
Remember: The purpose of the email copy is to make people interested enough to want to learn more.
Make them click that “More Info” button!
Two Rules
First rule…
Play fair. Don’t copy text from the web or use ChatGPT. Not only will it not help you become a better writer, but “seen before” copy never works again… and AI can’t bring the “human element” only you can.
Don’t get me wrong… AI is a great tool. And we teach you how to leverage it in all of our training programs, including The AWAI MethodTM.
But understanding the core principles of writing, marketing, and knowing your reader is key to creating copy and content that actually works. (And it’s why AI will never replace human writers!)
So please — make this all your own work.
Remember, the real value here lies in the practice and in having a piece of writing for your portfolio.
Second rule…
Copywriters usually have a deadline. For a project like this the client will likely want the copy fast — like that day!
But this one will end May 25th at midnight.
And just so you know…
We typically collect entries throughout the month… acknowledge receipt by email… and award payouts over the final few days, letting the winners know by email.
We’ll email you if you win, and always announce the winners in our daily e-letter The Writer’s Life and here on the website.
And remember: Every submission gets a response from a member of the AWAI team, with tips on how to make your copy better.
So there you have it…
Your first writing assignment…
Have fun with it! And I can’t wait to see what you submit.
Remember, following the guidelines from a client is very important. So any submissions that do not follow these guidelines will more than likely be removed from consideration.
I look forward to seeing your work!
Time to get practicing on your writing… and good luck!
Do you have any questions? Contact our amazing AWAI Member Success Team and they’ll get back to you very soon!