April 28, 2006 : A Call for Clear Copy
From: Pottery BarnSubject Line: Fresh Basics for the Summer Bed
Date: Friday, April 28, 2006
This is a well-merchandized, well-laid out campaign. The number and quality of products shown appeal to a broad audience looking to stock up on basic bedding. Rather than clarifying this message, however, the copy confuses it. What is a "SUMMER BED"? And while the allusion to a "balanced breakfast" is cute, do we really "start every day" with bedding, or do we actually "end every day" with it?
Unless you've got a creative hook that makes really sense and adds to the overall message, it's best to stick with straightforward copy: a clear, direct message and call-to-action. In this case, I believe a general "stock up on our favorite basics, plus add personalization" direction would be more relevant, and would engage more shoppers.
