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Anyone written ads in the F&B industry?

by Prashant_W
16 replies
Hi people,

My girlfriend opened this little Online based cupcake business. She's wondering how to go about writing an advert for it. So I'm helping her out as much as I can.

The idea is to do a little promotion for Mother's Day. For the last 2 days or so, I've been scouring the net for really awesome examples to look at. So far, I've been limited to Colin Street Bakery.

I reckon the main focus is to add descriptions (along with the pictures of the cupcakes) and make them sound as enticing as one could possibly hope to imagine.

I'd really appreciate it if anyone could direct me to a few cool samples!

Cheerio,
Prash
#ads #fandb #industry #written
  • Profile picture of the author CharismaticMannequin
    Prash,

    found this: http://www.wordfeeder.com/SeasonsTreatings.pdf

    Might be worth looking at. Look at how they entice the customers with vivid details, describing their shortbread. Not only that, but pay attention to the text below "Send Shortbread Smiles across the Miles".

    They put their customers into a scenario, and make it realistic. They dimensionalize (bring it into the prospect's reality). I think your biggest sells here will be your description of your products, but also of how they're baked.

    If they're home cooked, then describe the process. How they go into the oven with only the finest ingredients and come out steaming, with the sponge risen into a light, fluffy texture, covered with the sweetest and most tasteful decorations, accompanied by the warm, homely scent of cooking cakes.


    See where I'm going? If you need any more help, feel free to ask.



    Ben.
    Signature
    50% converting squeeze pages, 12% converting WSO's, and more...
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  • Profile picture of the author Prashant_W
    Ben: Hey man. thanks for your reply. i'm gonna take a look at the resource you linked! actually, that's kind of the idea i had as well. the issue is she reckons it'll be way too long because of the redundant info. and her opinion is that it'd be better off in the about us section.

    as such, i'm left pretty confused. because it does seem that if the baking process is explained exquisitely enough, it would serve a really good purpose as well. but would this be more applicable to a sales letter instead? i mean, is a sales letter even necessary to promote a few cupcakes?

    a marketing student i spoke with said that it'd only make everything very long and draggy. and in her opinion, there's no point.

    so hence i'm really really confused. haha.

    Steve: thanks for the resource as well! if i do have more questions, i'll be sure to post them here. or if you don't mind, maybe i could PM you (and Ben too if you don't mind)?

    cheers guys!
    prash
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    • Profile picture of the author The Marketeer
      Originally Posted by Prashant_W View Post

      i mean, is a sales letter even necessary to promote a few cupcakes?

      prash
      Sales copy of some form IS needed. It doesn't have to be long. A short targeted one will do along with compelling desciptions.

      Besides the pictures, words are the only other "stimulant" that will help the readers experience the quality of her cupcakes before physically tasting them.

      And for that you need the right words.

      So if she's looking to turn it into a business then good quality copy will help her to get there.

      P.S. Sorry Ben, I didn't realise the last comment was for you.
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  • Profile picture of the author Prashant_W
    Hey,

    So basically you suggest that she should have a couple of paragraphs or so of "Reason Why" copy, right? Like a little story of sorts perhaps? I've looked at other cupcake selling websites, and they all seem to do the same thing. I prefer drifting away from the mainstream. I think she's a bit apprehensive of that.

    Literally nobody uses much sales copy at all. I reckon the closest to this is that they have a little "About Us" section that shares how they decided to start selling cupcakes. And in all honesty, their stories are rather boring. (One such site said that the founders traveled across the States, ate a lotta cupcakes, and were inspired to start up their own cupcake selling business). I found that really lame. The others are along these lines as well.
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    • Profile picture of the author The Marketeer
      Do some more research on cupcake/cake websites.

      The copy they use on these types of sites is more subtle than for e.g. IM Products. Although they could use some stronger calls to action.

      The Ella Bakery example posted looks good.

      You need to have some kind of unique welcome message on the home page like Ella's. Ella's welcome page explains her USP.

      Her "About page" is quite well written.

      But there's no product descriptions with her cakes...?

      The product descriptions need to stimulate the senses. This is where the Vermont Shortbread Company example does well.

      Your girlfriend's story has got to convey her passion for cupcakes.

      But since you found the other sites stories lame and boring, do something different and unique. Think about how you would like a cake site to look. Add your own touch to it.

      Speak to the reader directly in a conversational tone.
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  • Profile picture of the author CharismaticMannequin
    As Marketeer said,

    sales copy IS needed. Most people think 'cos it's long, it's boring. I used to think the same. Now it seems I've drunk from the copywriting fountain, and my beliefs have all changed.

    Now you don't want to drag it on, but you DO want to make it interesting. Explain the process of making the cakes to them, and it'll give it a personal touch.


    And yes, if you DO have questions, feel free to PM me - it's the best way of reaching me on here (or Skype me). Whatever's easiest.



    Ben.
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    50% converting squeeze pages, 12% converting WSO's, and more...
    BenPalmerWilson Copywriting
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  • Profile picture of the author Prashant_W
    Hi guys,

    Thanks for all the advice! You've opened my eyes to the numerous possibilities available. I'm also re-reading Adweek by Sugarman. I'm pretty rubbish at copywriting, though I do have aspirations. So I'm going to be digesting this entire book (along with The Robert Collier Letter if I can find it), and I'm going to be practicing my ass off.

    VL, The Peterman site is really interesting. I'm going to see how I can apply this as well!

    Any ideas on how one might present a solid USP for cupcakes?

    The ones that I could think of are 1) Free customization (everyone seems to be charging for this), 2) You'll love it, or you get your money back (nobody seems to do this).

    Problem is, I think my girlfriend reckons she'll end up losing too much!

    Cheerio
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    • Profile picture of the author videolover7
      Originally Posted by Prashant_W View Post


      Any ideas on how one might present a solid USP for cupcakes?
      Double your money back if not satisfied. I'll bet nobody else in your niche is making that guarantee.

      A guarantee like that could easily increase sales by 30%. Sure, you'll get a few low-lifes who buy just to get the refund, but the increase in sales will make up for the added returns many times over.

      Ben Hart, $500-million marketer, talks about his experience with this technique in the audio, "How to Create Irresistible Offers that Will Bring in an Avalanche of Customers"...

      http://www.benhartmarketing.com/lecturesandseminars.htm

      VL
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  • Profile picture of the author The Marketeer
    Finding a good USP comes down to good research.

    See what USP's other sites/companies are using and create your own unique one that stands out from the rest.

    Remember Dominos Pizza's USP,

    "You get fresh hot pizza
    delivered to your door
    in 30 minutes or less
    or it's free    ."

    This and some good marketing is what made it a leader in takeaway pizza's.

    So do some research on USP's and create one that is irresistible and offers great value to cupcake buyers.
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  • Profile picture of the author Andrew Gould
    I think Harlan's referring to this:

    http://makepeacetotalpackage.com.s3....rtenInsert.pdf
    Signature

    Andrew Gould

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  • Profile picture of the author Prashant_W
    Good God, how do you find such gems? I scour Google and end up with very little useful information. I'd be lost if it wasn't for this forum. Thanks a bunch people! I'm currently in research mode. And I'm going to do my best with this advert.

    VL: I loved the double your money back guarantee offer. I proposed it to her. She got scared off by it. Tried explaining. Didn't work either. Oh well... I do have half mind to insert it in anyway. I reckon she'll **** at the start. But if all goes well, maybe an all nighter would be in store.
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  • Profile picture of the author ThomasOMalley
    You can also find some really good sales letters for selling grapefruits, steaks etc. in Herschell Gordon Lewis' book, World's Greatest Direct Mail Sales Letters.
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