Page 90 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

Every single piece of printed material was written in the same
consistently offbeat tone of voice. Very personal and quirky enough
to reinforce the branding of the hotel itself. Here’s the text for
the brasserie’s comment card (think of the last one you filled in
for comparison):

Thanks for dining in the brasserie today. You were a pleasure.
As divine as the onion soup, as cool as the Cloudy Bay. We’d
love to hear what you thought of your time at the Mal. Be
honest. Feel free to fill in how hot we were for you or any
other comments you’re bursting to tell us. Thanks for the
memories. See you soon.
The tone is distinctive, playful, and engaging. And I think more
likely to get the reader to respond than the typical “Your views are
important to us” card you see lying aimlessly around in hundreds
of hotels and leisure centers. It also flatters the reader, saying, in
effect, “We know you’re cool and quirky enough to get this; you’re
not just a run-of-the-mill business traveler.”

In practice

• If you’re asking for money, I’d stay away from humor and

playfulness in favor of a relentless focus on your reader’s self-
interest.

• But if you have the space and time for a more gentle interaction

with your customer, injecting a bit of fun into your copy might
just win them over.

100 GREAT COPYWRITING IDEAS • 81