There are several ways of writing a body copy. The first method is to use the five pointers, namely, Elaboration, Substantiation, Product Benefits, Competition and Call to Action.
Example:
A smile that can brighten up a room and lighten up any mood. Your shiny teeth can get the cameras clicking. The one-of-a-kind, Colgate Visible White protects your enamel and whitens your teeth in just one week. So shine bright with Visible White.
Breaking down the copy:
Elaboration: A smile that can brighten up a room and lighten up any mood.
Substantiation: Your shiny teeth can get the cameras clicking.
Product Benefits: Colgate Visible White protects your enamel and whitens your teeth in just one week.
Competition: one-of-a-kind
Call to Action: Shine bright with Visible White.
The second method of writing a body copy incorporates a transition from the headline to the body, with the benefits and a call to action in only 20-25 words.
Example:
This dazzling smile always wins.
Both the gazes of the people and their hearts with teeth that are one shade whiter. So get that shine on with Visible white.
The third method is that of long body copy which is usually 150 words long and in a testimonial style with the product features and benefits.
Idea: Telling the story of a nurse whose smile can make a patient's day. (Fictitious example)
Copy:
"It's my smile that has made all the difference."
"Every day, at my job, I get to see so many different people of all age groups anxiously waiting for that long needle to come and draw their blood. And I can't blame them. I used to be terrified of injections as well. But at such times, more than a nurse, they need the touch of a friend, a person whose smile can brighten up their mood."
-Rhea, nurse at a private hospital
Unlock the power of your bright smile with Colgate Visible White.
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