I have a client who makes beds. Beautiful wooden beds, in lots of different styles, and lots of different finishes. Now that we've completely reworked my client's site, he sells a lot of beds online. But I have a favourite bed amongst his models, and this particular bed was almost never ordered.
This bed. I like its attitude. It's dark and unexpected. It was based on a twenties bed my client saw in a hotel in Manhattan. It's part art deco, part Damon Runyon. Philip Marlowe would have slept in this bed. Then one day we decided to try an experiment. We gave this bed its own Adwords ad, instead of leaving it to take its chances on the site along with all the other beds. 'ART DECO BED. WOODEN. Fabulous deco style bed based on original in Madison Avenue hotel.'
"But who'll be searching for that???" asked my client? "Dunno", I said. "Let's see. Maybe no-one."
But they were. And now my client is selling one of these beautiful beds every 10 days.
The point is...that copywriting that is focused and targeted can pull a quirky, unnoticed bed out of the corner, and place it in front of people who want to buy it.
(And if you want to see the bed...click here.)
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