Better Than S*X Sale Copy

I estimate I’ve eaten 37,238 cookies this month — give or take.

Chocolate chip cookies like Granny used to make. Peanut butter cookies topped with Hershey’s Kisses. Santa-shaped sugar cookies with red sprinkles. Reindeer-shaped shortbread cookies with green icing.

I’m sick of cookies.

So, of course…

…I spent a chunk of yesterday reading about…

…cookies.

But not just any cookies. I read about Last Crumb cookies. Baked in LA and sold online, Last Crumb cookies are not like the ones Granny used to make.

Last Crumb cookies cost more than $10 a piece. Yeah, I said “a piece,” not a dozen.

I’m sure they taste great. But I’m equally sure: Great taste, alone, does not sell a $10+ cookie.

Great sales copy helps.

Like this copy for Last Crumb’s Better than S*x cookie:

“Do not (we repeat, do not) let your grandmother try this cookie. She’s a good woman and a good baker. We, personally, think the world of her. But, let’s face it… she’s also as prideful as Prized Shih Tzu. And, she has a temper, too. You saw what she did to your grandfather a few Thanksgivings ago. The way she lurched across the table like a Tiger and ran a fork through his forearm, for adding a bit of salt to his stuffing. The poor fool should have known better.”

💥 💥 💥

“What kind of cookie is this?” you ask.

A $10+ chocolate chip cookie — or as Last Crumb notes: “A CHOCOLATE CHIP COOKIE SO GOOD YOUR GRANDMOTHER WILL DISOWN YOU”

Compare that to a more conventional brand’s chocolate chip cookie description:

“The cookie that started it all! Inspired by a cookie that was made with vegetable shortening, the goal was to create a cookie that had that same density and thickness but with simple, natural, ingredients. It took us over a year, but we made it even better. Most would say, it’s the best cookie they ever had.”

🥱 🥱 🥱

What does this mean for you and your business, Cookie Monster? Oh so much!

First…

Entertain

Information, alone, is not enough. When you combine information AND entertainment, your audience will tune in, turn on, and buy.

Next…

Defy convention

If you want to be yet another needle in the haystack of sameness, embrace convention. If you want to stand out, defy convention. Be different. Be daring.

Focus on how your products make people feel

I don’t need to tell you: “…the goal was to create a cookie that had the same density (etc.)” doesn’t do the trick. No feeling in that. Zero. Nada. Zilch.

But the Better Than S*x cookie… Ooo-la-la!

You know — or at least can imagine — the feeling when you serve something so tasty, your guests moan with pleasure.

And let’s face it… we’re not out to make Granny eye-gouging mad. But it does feel nice to be envied and admired as the Cookie-meister — even if it makes Granny a tad bit jealous.

One last thing, you don’t have to write over-the-top copy like Last Crumb to stand out and get hired.

I’ll show you how if you sign up for my Content Transformation Academy. Enrollment re-opens next week. Stay tuned for details. Or, if you want to know more now, reply to this email, and I’ll circle back with more.