Page 51 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

19 DOES YOUR SERVICE
LIVE UP TO THE COPY
PROMISE?

A few years ago, just after we moved in to our new house, I decided
to buy a new lawnmower. A proper one. With an engine. Having
identified the brand and spec I wanted, I pitched up at the local
dealership looking for some advice and confirmation that my
decision was the right one.

Presented with buying signals so clear even a mole could spot them,
the salesperson palmed me off with a couple of brochures and pretty
much showed me the door. Ho hum. Off I went to the net and found
Classic Lawns. Not only was the copy inviting, clear, and, by the
by, optimized for search engines, but it turned out to represent,
accurately, what would happen if I placed an order.

The idea

From Classic Lawns, an online garden machinery retailer
Classic Lawns has a great website: easy to use and stuffed with
testimonials and other proof of their commitment to customer
service. And the following copy:

Our Promise To You:
We offer expert and professional advice
Fast efficient delivery, often next working day
We offer excellent after-care service.

But the really wonderful thing is that, two days after entering my
credit card details, my shiny new mower arrived.

42 • 100 GREAT COPYWRITING IDEAS