Page 28 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

Bringing wonderful Indian food to people from Salisbury
and the surrounding area is my passion, and I’d love you to
share it. Not just by coming here to eat, but by offering your
suggestions for new dishes. We’ll take your ideas seriously—
that’s a promise.
Whether you are looking for dinner for two, a family lunch, a
wedding celebration, or even a business function, you’ll find
we have the space, the service, and the desire to make your
occasion a very special occasion indeed.
I came to Salisbury over ten years ago. I always dreamt of
opening a restaurant where my customers could come with
their friends, families, and colleagues to sit down and enjoy
some truly inspirational Indian cooking. That dream has
come true. Welcome to Hox Brasserie.
Remember that copy is simply a substitute (and a poor one at that) for
a conversation you ought to be having with individual customers.

In practice

• Start by writing down what you’d say to someone if you were

talking to them. It won’t be perfect, but it will be a good start,
couched in the kind of natural language that people use
themselves every day.

• Once you have the first draft in Plain English you can look for

errors of grammar, or punctuation, or phrasing; you won’t have
to worry that you sound like a Victorian civil servant.

100 GREAT COPYWRITING IDEAS • 19