As you can plainly see, I'm new here -- though I have been a perpetual lurker for about a year. But that's not what this post is about. This is about...
Below you will find two different pieces of copy for the same merchandise. They are no longer than 50 words each. Yet one ad was about 250% more effective in pulling in sales over the course of three days. The challenge is this: which copy do you think was more effective and why?
Why am I asking this? Because (a) I'm curious what reasons will be used to justify your answers, (b) personally, I think it's a fun little exercise (I've always loved dissecting ad copy), and (c) this nicely illustrates how even the briefest of ads can be markedly improved. After all, you'll find plenty of eCommerce websites selling products accompanied by short descriptions. It amazes me how much more a seller could be making if only the copy was strengthened -- no matter how brief the copy is. But I digress.
Before I show the copy, here's some background info:
- The copy is for housecoats/PJs for women.
- Both pieces of copy appeared in a newspaper.
- Copy #1 was illustrated with four images, with brief descriptions.
- Copy #2 was illustrated with three images, with brief descriptions like Copy #1.
Here is Copy #1:
Soft, cuddly Housecoats
Downy, deep-piled fabrics that will keep you warm as a bunny rabbit...and make you look cunning as a chipmunk. Delightfully luxurious to lounge in...heavenly to whip around you when you bounce from bed on an icy morning.
And here is Copy #2:
14 alluring cotton stay-at-homes for 14 kinds of girls
Look glamorous in your private life! Actually you're also being oh, so practical! Pick from this collection of enchanting colors and fascinating fabrics, flattery for your type of figure.
So there you have it. Which one does a better selling job and why?