Good Copywriting And How It’s Made

“I know I don’t need it, but the features they offered were too good to pass up!”

How many times has an ad taken you to a product that you had no idea you needed, but then as soon as you read about what the product is, you realize that this is truly what you have been needing for the last 10 years?

More than likely, you have just encountered good copywriting. With good copywriting, you can make the most mediocre of products seem like the holy grail of necessities. In the same way, no matter how good your product is, if you don’t have good copywriting, you’re going to be fighting an uphill battle the entire way.

Copywriting was never something that I used to think about when buying a product. But learning the difference between good copywriting and bad is an incredibly useful skill to have.

In this post, I decided to take a product that sold me and dissect it and create a formula for how it seems they sold their product and how it can be used for other products. Here’s a video explaining it, and below, a summary of the video.

Summary:

LoftTek Adventure jacket Kickstarter Campaign

• LoftTek Adventure Jacket has an enticing title. Just from the name, we see that it is a one of a kind jacket separated from others by being the “most advanced.”
• A lot of information in a small easily readable section. Pictures and diagrams used with words to keep it fun and engaging
• Shows that it fills a need that has not previously been filled
• (Great deals help.)
• As many details as you could possibly want about the product, but with options to buy placed in many places on the site so that you don’t have to go through all of it if you have made your decision to buy already.
• Offers incentives for advertising the product.

Dolphin Lights Kickstarter Campaign

• Can’t tell what the product is based off the title and it doesn’t stand out as different.
• Not enough information or details. How long does battery last? what colors are offered?
• Low-quality pictures don’t offer much in the way of explanation.
• Doesn’t offer incentives for advertising product

Here are a few quick takes on how I think Dolphin Lights could greatly improve their copywriting:

New Title: World’s First Wearable Florescent Rope Light

New first hook to show what need it’s filling and offering more details and specific pictures:

With so many unsafe drivers out on the road at night, we saw a need for people who are out walking, running, biking, birding, or skating to have safety on the road. That’s why we designed: Dolphin Lights.

We wanted to be safe, but we didn’t want to look lame doing it. With dolphin lights, we can do both.

Dolphin Lights has a built-in battery pack that will last up to ______ while being used

*Picture of battery pack*

And it’s easy ability to hook on to jackets, sweatshirts, or other apparel will make taking it on and off no sweat at all.

*Picture of how it’s fastened*

More details and pictures, etc.

Added incentive for others to advertise:

Rainbow stretch goal. If $2,000 is reached, we will add a rainbow rope to the colors!

 

All of these are just quick ideas of how this copywriting could be made to sell this product much more efficiently and clearly. I don’t know what these guys goals for the product is, and I don’t know their dream behind it. With that knowledge, these quick takes could be turned into great copywriting and take a product from shady/lack of information to a must buy saftey product for active night travelers.

I said it once I’ll say it again, with good copywriting, you can make the most mediocre of products seem like the holy grail of necessities.

Look around you at the things that you have bought, the things that you are tempted to buy. What is it about the product that’s making you buy it? Is it just because it got good reviews, or were you sold over by the words telling you about the product?