What arts copywriters can learn from…hot cross buns.
As I was stuffing a hot cross bun into my mouth this morning I looked at the packaging. That packaging had persuaded me in a matter of seconds while in the queue at Marks and Spencer that I HAD to spend money on this product, and as I looked at the packet while waiting for the bun to toast, I realised how great the copywriting is.
It doesn’t just have butter in it. It is enriched with unsalted (a nod to healthiness) butter.
It’s rich and aromatic. God, you can almost imagine how good that will smell in the toaster.
It doesn’t just have raisins and sultanas in it. Oh no, it’s packed full of juicy fruits.
The spices aren’t just any old stuff. They’re unique. A blend and they’re warming too.
3 lines of copy, but I’m already salivating. I know exactly what they’re doing, but it’s STILL working on me.
How often do we achieve that level of desire-generation with our arts marketing copy? Despite the fact the product is probably significantly more exciting than a hot cross bun?
As a bit of fun I wondered what the copy would look like if it were written in the same style as much classical music marketing…
Probably something like:
Thomas Rocliffe invented the hot cross bun in the 14th-century, a baked masterpiece which has resonated through the ages and which are a firm customer favourite. We are thrilled to announce that within this package sit four buns, made by our world-class cooks. They contain a spirited mix of flour, fruit and spices, E471, E472a and E470a and the flour has been blended by the speciality LQZ45 machine in Macclesfield which was installed in 2005. The buns have been made under the direction of the CEO of our contractor, Belgian-born Frederic Lumberhof, who gained an MBA at Warwick University in 2001 and who is one of the most sought-after managers of his generation. His continental flare is sure to guarantee an exciting and innovative taste experience.
Still as excited about those hot cross buns?