Page 59 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

23 ONLINE COPY THAT
GROWS YOUR BUSINESS

Ah, spring. And a young man’s thoughts turn to . . . his garden.
Yes, once again I found myself shopping around on the internet for
garden stuff. And because it looked like we’d be facing a hosepipe
ban that summer, I was after irrigation and water retention solutions.
Oops—did I say that? I mean water butts.
I ended up on the Crocus website and, boy, do these guys know how
to write well for the web. So well, in fact, that I want to devote this
idea to a mini-case study of their copy.

The idea

From Crocus, a gardening website
Crocus have nailed the tone of voice and style that their customers
respond to.
Example 1—about plants

Whatever your garden size or taste, we have put together a
style guide to help you to achieve the garden of your dreams,
including plants and accessories. Mediterranean, romantic,
tropical, child-friendly, scented, take your pick . . .
Lots of “you”s and “your”s there to make the reader feel engaged.
And look at those natural, conversational phrases: “Whatever
your garden size or taste,” “the garden of your dreams,” “take
your pick.”

50 • 100 GREAT COPYWRITING IDEAS