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Sell the Sizzle (Not the Steak) to Win the Inaugural CopyBrawl Posted on 16:12, July 12th, 2009 by ScribeDevil Now that’s a customizable solution to a unique hunger challenge. In the last week I’ve laid the final set of proofers’ eyes on new menus for Scottsdale’s Thaifoon and Ling and Louie’s, in addition to Phoenix-based Fairytale Brownies’ fall and winter catalogs. Hours of meticulously proofreading materials for some of Arizona’s best food brands left me craving sweet and tangy stir-fried shrimp followed by a premium Belgian chocolate brownie. I was also left seeking a shot at writing some food copy of my own—and wondering if my readers were up for a little food writing CopyBrawl! I mean, how fun is this:
Obviously, that’d never fly in copy for a B2B technology reseller. First, we wouldn’t sell salmon; we simply cannot claim fish as a core competency. Second, even if we decided to sell salmon to clients, the copy would probably look something like this:
So, how about a little CopyBrawl for all us wannabe food copywriters? Select a food or beverage item – a single grocery item, a favorite restaurant dish, whatever – and post the brand name and 100 characters of value-added body copy in the comments below. Please limit body copy to no more than 100 characters including spaces. Enter as many times as you like. And remember, don’t sell the steak. Sell the sizzle!
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Andre Willis, marketing professional in Phoenix, Arizona
Brian Camen, PR Practitioner in Phoenix, Arizona
Commpose Copywriters Meeting in Phoenix, Arizona
Glover Designs, Web Design and Consulting in Phoenix, Arizona
Kelley Karnes, Web Production Artist in Phoenix, Arizona
I’ll go first …
Five-Banana Bunch
Tropical morning nourishment in a biodegradable package; perfect for your on-the-go generation.
Apple Magic – Transform a portable snack into easy, no-bake, apple pie-tasting, dessert by slicing and sprinkling with cinnamon.
The Sunday New York Times
Home delivery of this venerable information institution will help you solve any knowledge challenge.
OR
Everything you need to know about the 21st century, via 15th century technology.
Brawndo- The Thirst Mutilator. Its not just a sports drink, its full of nutrients and electrolytes. Its got what you and plants crave.
By the way, you can follow along with the contest on Twitter. Just search for #CopyBrawl. Here’s my second stab …
Sweet Tea
North or south of Mason-Dixon, a single sip’ll whisk you away to your favorite porch swing.
Silk Vanilla Soy Milk
Slip your tastebuds into the smooth, creamy flavor of Silk Vanilla Soy Milk.
Peanut Butter Fairytale Brownies
Belgian chocolate brownie topped by a velvety crisscross of peanut butter; an ideal afternoon treat.
Ok…as much as I think I am terrible at this, I’m going to give it a shot:
Rockstar Roasted Light – The perfect blend of slowly brewed espresso and light, velvety creamer combine to send your taste buds into a caffeinated frenzy!
There’s my best shot. Critique me!
Yikes! 100 words with spaces? Now that’s terse. Let’s try this one:
Peanut M&Ms-A delightful combo of savory peanuts enveloped with sweet milk chocolate and a crisp candy coating.
The 100-character limit wasn’t totally arbitrary. It does leave room to squeeze it into a tweet along with “CopyBrawl” and a tinyurl. >:-)
Besides if you can sell it in 100 characters or less, then you’ve got what it takes!
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