Sunday, April 03, 2016

How to write copy like J. Peterman

Today, I’m writing an ad for the Asus ZenFone Selfie using the copywriting style of J. Peterman.

 

The strategy of J. Peterman is simple. First, take any ordinary thing. Next, write about it in a way that would trigger the emotions and memories of the reader. Then sell it for a higher price.

 

Peterman writes for a high-end audience, so we also write copy for rich customers. Besides, it’s easier to go from high-end to low-end than to go up.

 

In our copywriting exercise, Mr. Jomar Hilario said that we should write about four things:

  1. Item

  2. Favorite memory

  3. Famous personalities

  4. Emotions of the rich


 

First, the item is the Asus ZenFone Selfie.

 

Second, for the favorite memory, I had to ask myself: “Why would a rich person buy an Asus ZenFone Selfie when he can buy an iPhone?” Here are three answers from a rich person’s point of view:

 

  1. Your high school barkada is going on a road trip in the Philippines, and you bought the ZenFone Selfie so that you can have one phone to store all your selfies.

  2. You backpack around the world, and you want to keep your iPhone safe while you take death-defying poses of the Grand Canyon, Macchu Picchu, Matterhorn, Banaue Rice Terraces, etc.

  3. Your favorite aunt asked you what you want for your birthday because she noticed that you like taking selfies.


 

Third, famous personalities for rich people would be Benedict Cumberbatch, Tom Hiddleston, Angelina Jolie, Brad Pitt, and Scarlett Johannson, among others in Hollywood. For Philippine cinema, Piolo Pascual, Bea Alonzo, John Lloyd Cruz, Anne Curtis, Alden Richards, and Maine Mendoza are popular.

 

Fourth, write down the emotions of the rich without the product and with the product. Without the product, they have to find ways to take selfies while keeping their smartphones safe. If they pass by an area where security is lacking, they have to make sure that their smartphones are not stolen. Their dominant emotion would be fear.

 

With the ZenFone Selfie, they have another smartphone that they can solely use for their photos and selfies. They can keep their primary smartphones in their bags, and just use the ZenFone Selfie to take pictures. If they have to take a photo from a high place, they can whip up the ZenFone in no time beause it’s made for selfies and they don’t have to worry about losing it. Rich people would have peace of mind.

 

Now, let’s find an ad to copy. I searched the J. Peterman website, and the item that is the most related to the ZenFone Selfie that I can find is the Air Force Watch. So I will pattern my copy to that ad.

 

[caption id="attachment_277" align="alignnone" width="300"]AsusZenFone Asus ZenFone Selfie from the Asus website[/caption]

 

Travel with a smile

 

For three generations, the Jackies and the Carlas on your mother’s side enjoyed taking photographs around the world.

 

Continue the pleasure with the Asus ZenFone Selfie.

 

Dual 13 Megapixels for both front and rear cameras. A Beautification mode that captures your natural glow. Dual flash with backlight and lowlight that shows real tones during day or night. With the qualities that you’d expect from a dedicated selfie phone and more. Make it easier to include everyone and everything in your picture with the Selfie Panorama. See your photos clearly with a screen resolution of 1920 x 1080 Full HD. It fits in your pocket in style.

 

Dimensions: 5.5 inch Diagonal x 3.9 mm Thick.

 

Color: Aqua Blue

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