We spend so much time talking brand, we don't spend a lot of time talking copy...
And recently, your relentless scribe had the opportunity to write a piece of direct response copy that was 100% successful.
Please understand, I'm not patting myself on the back. Had I failed at this, it would've been inexcusable.
Instead, I'm offering it as an example of how anyone can write a good advertisement for almost any product or service.
Personally, I have never in my life written an advertisement for a motor vehicle or a motorhome. So, that makes me unqualified in that area, right?
Of course not--but a lot of so-called "pros" will try to tell you that.
First, some backstory. As you may know, the fabulous Honey Parker and I have a podcast called CoupleCo: Working With Your Spouse For fun & Profit.
For two years, we've been driving across the country in the CoupleCoach, a 25-foot C-Class motorhome. We've been interviewing entrepreneurial couples about crushing it in business without crushing each other.
We usually show up with two black bags. One contains good microphones. The other contains good wine. (People are scared of microphones. They are not scared of wine. It helps loosen up the conversation and makes the subjects very happy.)
COVID-19 sent our transcontinental travel plans were sent into a sideways skid. Nobody really wants strangers showing up, regardless of whether they're toting microphones and wine. So, we decided to sell the CoupleCoach.
Step One: Take the CoupleCoach and have the outside professionally cleaned by a commercial truck washer, complete with Armor All on the tires. (BONUS: You feel really cool sitting in line, waiting with all those tractor trailers.)
Step Two: Park the RV someplace pretty. Take a comprehensive range of photos using the phone's camera set to HDR. Use a photo editor to crop the images, deepen them and boost the color.
Step Three: Write the copy.
Here's where the fun begins. (If you fail to see the merriment in this mission, you'll probably just want to go hit the unsubscribe button. That's OK.)
Creating this copy requires understanding: a) your Core Customer, b) the benefits of your product, and c) your copywriter's voice.
CORE CUSTOMER: This motorhome is smallish at 25 feet, but it's also expensive. It's also built on a Mercedes Sprinter chassis, which is an object of desire. So the Core Customer presumably knows something about Mercedes, and has some money to burn. The customer will have a decent level of income and sophistication--and little to no experience with RVs. We'll call the customer Sophisticated Newbie. So, while a first motorhome might be a daunting prospect, Sophisticated Newbie has accomplished things in life. This person also wants to have fun.
BENEFITS: The key benefits are a) the Mercedes chassis, b) the rig is really clean, c) it is loaded just enough, d) it is well maintained, and e) it's a great size for a newbie.
VOICE: Did you know that I'm a smartass? (Don't answer.) We'll have to reign in the smartassery for Sophisticated Newbie, but just enough. This person is buying a fun machine, so we still need to have some fun. We have to project confidence with a smile, and be reassuring to the our Sophisticated Newbie.
Now, about the competition...
Just for the fun of this exercise, I found two competing ads for a comparable rig. Same maker. Same chassis. Same model line. Here's the first ad:
"Approx. 8900 miles, two slide outs, Mercedes diesel, kitchenette, rear queen size bed, Onan generator, propane range, microwave, electric/propane fridge, A/C, propane heater."
Twenty-three words! Zero character! Buy now! (The minimal photography and drab images are especially persuasive.)
The other ad has more photography. It's somewhat better. At the same time, it manages to make the RV look like a mobile prison cell. Even on the outside. And the owner's stuff is still all over the place--in the RV, in the closets, in the storage compartments.
His ad also has more copy. It's about 300 words long. Here's an outline of what each paragraph details:
So, here now, your relentless scribe's copy for the CoupleCoach...
The Coachmen Prism 2200LE is the best of both worlds: the legendary Mercedes Sprinter 3500 chassis, and a roomy, comfortable C-class coach. (A friend with a much more expensive Sprinter-based C-class peeked inside this one, and was really bummed out. His rig was just more expensive. This one was more roomy.) The Sprinter is a pleasure to drive. And once you park and open the slide, the coach has plenty of living space. We've had 8 people inside and felt perfectly good about it. (Not sure you can do that in a van.)
The walk-around queen bed features the upgraded mattress. It's surprisingly good by any standard, not just RV-bed standards. The entertainment center features a 32-inch flat-screen TV and a surround-sound bar, as well a stereo system with CD/DVD. Kitchen features a combination microwave/convection oven, a three-burner range, and a dual-fuel refrigerator (electric/propane). Works great. Always had ice for our beverages.
Bonus: we bought this rig new. That means we handled all of the road trials so you don't have to. And (for real) we've never pooped in the toilet. This is one clean rig. We've lived and worked in it for extended periods. The swiveling cab seats are great for that. We've always had plenty of storage. There's also a custom made black walnut dinette tabletop, and a custom sink cover/cutting board. Both are handcrafted artisan product by Boone Creek Farm in Missouri. (The original factory components are also still in the rig.)
All regular maintenance has been performed by Mercedes Benz of Draper. We've also had warranty work on the coach performed at the Coachmen factory. Additionally, we had Coachmen install tank heaters so the rig can be used in colder weather. The Onan generator has very low hours. There's a Zamp portable solar panel, which is really convenient. When you park your rig under a shade tree, you can still put your solar panel out in the sun. (The coach came pre-wired for solar as a standard feature.) The receiver hitch is great for your bike rack. All six tires are fairly new, and still have plenty of life left in them. When not in use, the rig has always been stored under cover in St. George.
Here's a link to the full specs...
Is this genius copy? Heck no. It's just fun and authentic--and it did something really, really useful...
It attracted the right people. Everyone we spoke to was a pleasure. (The scammers notwithstanding, of course. Everyone tries to get a piece of you. Hint: a text message sent at 2am is a dead giveaway that you're not really an interested buyer in Arizona who doesn't have ready cash but will provide a cashier's check, sight unseen.)
Everyone who reached out was new to RV'ing. They were all happy, interested and interesting. By day four, we had a conditional offer over the phone from a retired college professor and his college professor son. They drove four and a half hours to come pick it up, we went to the credit union to confirm their cashier's check, they drove away, and I had to tell four other people whom I would've liked to meet that the RV was sold.
And why did this happen? The buyer said exactly what we'd hoped: the photos made it look attractive, the copy made it sound attractive, and talking on the phone immediately confirmed that this was just the seller and the deal he'd hoped for.
And this is not that hard to do.
Yes, I write better than some people. Yes, I have more experience turning a phrase than many.
But everyone has a voice and a command of the language. And something I don't have that you do is your story.
Whatever you're selling, you have a story that goes with it. That story needs to be attractive. What is it that makes a prospect desire what you have? Hint: it is not saying, "Don't try to scam me, wait until I get around to you, and here's just one of the problems you're going to buy when you buy from me." It's saying, "Wow, isn't this great!? We've had our fun with it, and you can, too!"
The easiest way to do this is write a letter to someone you know about what you're selling and what they'r like about it. Then, don't mail it. Turn it into an ad.
You can write an ad for almost anything and make it better than the other ads for similar products. Just tell me a) your story, and b) what's in it for me.
If you'd like to see the classified ad (with all the photos) at KSL.com, click here.
Your Lean, Mean Creative Director in
Blaine Parker is prone to ranting about any and all things related to brand. In many ways, he is a professional curmudgeon. While there is no known vaccine for this, the condition is also not contagious. Unless you choose it to be so.