Unit 4. Copywriting exercises

Copywriting Exercise 1: Car Commercial

 

Copywriting exercises help you become a better copywriter, no matter what your advertising experience level. This copywriting exercise helps you write a used car commercial.

 

The content in this copywriting exercise is fictional. Any resemblance to actual products, scenarios, people or companies is a coincidence.

 

Product:

Used cars

 

Company Name:

Bumpers

 

Tagline:

Helping You Go Places

 

Target Audience:

Car buyers looking for a vehicle under $15,000

 

Ad's Focus:

All cars were damaged during a recent hail storm. Cars will be sold at $2,500 off the sale price to clear out the inventory.

 

Special Promotions:

Drive away today and get a free $50 gas card.

Challenge:

Bumpers has a reputation for its ridiculous commercials. The former commercials featured a man dressed in a chicken suit telling people they were chickens if they didn't buy from Bumpers. The owner wants to completely turn around his company's image and stay away from these types of spots.

 

Additional Information:

• The owner will be starring in the ad and reading your script.

 

• This is a local spot.

 

• The owner wants this commercial to contain humor but does not want an ad that is silly.

 

• Bumpers has been in business since 1984.

 

• Located at 882 Jackson Boulevard.

 

• Phone number is 555-BUMP.

 

• Complete inventory on the website at BumpersUsedCars.com.

 

This information is provided to help you write the advertising material. You can use or not use all of these points at your own discretion.

 

Copywriting Exercise 2: Children's Products Sales Letter

 

Copywriting exercises help you become a better copywriter, no matter what your advertising experience level. This copywriting exercise helps you write a restaurant's commercial.

 

The content in this copywriting exercise is fictional. Any resemblance to actual products, scenarios, people or companies is a coincidence.

 

Product:

A monthly delivery service of educational products for parents and young children.

 

Company Name:

Egghead Entertainment

 

Tagline:

Where learning meets fun

 

Target Audience:

Parents of preschoolers.

Ad's Focus:

Egghead Entertainment offers a monthly program, called Egghead Direct, where educator-approved learning tools are sent to the customer's home. Each month, an educational toy, music CD and two learning books are delivered along with an activity guide for parents that shows them how they can use these products to help their children learn. This program has been specifically developed for preschoolers by teachers.

Special Promotions:

By signing up, you'll receive a basket of five educational books delivered with your first order.

 

Challenge:

Egghead Entertainment is seeing a sales slide because more people are turning to online sites for educational games and learning tools to teach their own children. This substitution learning method doesn't encourage the parent-child interaction that Egghead Entertainment does.

 

Additional Information:

• Egghead Direct costs $11.95 per month.

 

• Cancel anytime. There is no contract and the free gift will always be the customer's to keep.

 

• 9 out of 10 teachers recommend Egghead Entertainment's monthly delivery service.

 

• The sales letter will be sent to homes of qualified leads of parents with young children. Each lead has purchased products from a national parenting store Egghead Entertainment has a partnering deal with and leads have agreed to receive promotional materials from related companies.

 

• Egghead Entertainment has provided three testimonials:

 

"I was struggling to find ways to teach my three year old son at home. Egghead Direct helped me teach him his ABCs, numbers and colors in just a few weeks." - Lisa M.

 

"My daughter runs to the door when she hears the postman dropping off the Egghead box. We have to stop what we're doing and see what's inside immediately!" -JoAnne L.

 

"The guides are written so clearly that I know exactly how to get the most out of each month's lessons. The one-on-one time teaching my children can't be beat." -Patrick E.

 

This information is provided to help you write the advertising material. You can use or not use all of these points at your own discretion.