So I have a weird affinity for hunting really good copy in the wild.
The wild, as in … not the internet.
Probably because I spend 8-10+ hours a day writing copy on a laptop.
So when I see good copy being used outside the context of digital marketing, I catalog it.
That’s exactly what I did last night with 3 different pooper scoopers at my local pet store.
Let’s dive — er, scoop — in, shall we?
Level 1: The Basic Scoop
No frills, no copy, cheap. Not even a “unique” name, which the other 2 scoopers have. The copy on this scooper literally has NOTHING going for it.
Level 2: The “Features” Scooper
We’re getting a little better with this scoop. It has a semi-unique name, “DuraScoop,” and it lists some benefit-driven features like “Won’t bend or flick” and “Comfortable grip.”
Still weak, though.
Especially because the scoop next to it blows this one out of the water.
Level 3: 🧘 The God Scoop 🧘
Whoever wrote the copy for this scooper deserves a pay raise.
It’s SO good. Let’s break it down,
First, we have a unique and sexy name: “The Litter-Lifter.” That’s much better than DuraScoop and almost makes the product feel effortless.
Then there is very clear, stop-the-bleeding, instant solution benefit: “Easily SAVE 12 to 24++ hours a year!™ CLEANS IN SECONDS!”
I mean … that sounds amazing. As a cat dad, I spend a lot of time scooping. And I hate it. This solves that problem immediately and is VERY clear about it.
But that’s not my favorite part of the copy.
My favorite part is that they use a unique mechanism to help sell the product.
You can see it in the visual on the sticker: “THE SECRET.” (Also, bonus points for using “secrets.” This person was definitely trained in DR copy.)
To the left of “THE SECRET,” the unique mechanism — that places this scooper ahead of the others — is revealed.
“Clean litter instantly slides-thru™ the Raking-Action™ Triangular-Blades™”
Aside from the wild use of “™” every few words, this mechanism immediately solves a problem most cat owners have.
Sifting cat litter is annoying, and most scoops don’t do it well.
By revealing the mechanism to you, all other scoops now seem inferior. Especially if you’ve been a cat parent for a while.
Then there’s follow up below to hammer this idea home.
Eliminates Sifting™
Minimizes Dust™
No-Shaking™
Clog-Free™
Excellent Scraper!
This followup increases the amount of problems the product solves and increases the utility of the scooper at the same time.
Then, on top of ALL of that, there’s the social proof piece: “10 Stars Don’t waste your time with any other scooper.”
I don’t know if that’s a legit review, but it works. Well.
Truly an amazing piece of copy. And a lot to learn from it.
David Patrick
