You’ve been shipwrecked on an uninhabited island, somewhere with blue skies and dazzling aquamarine waters. But after some time passes, no matter how big a fan of sushi you are, the appeal of your solitary paradise starts to wane.
You’ve amassed a fine collection of rocks — suitable for crafting, let’s say, a copywriting message. You’ll use your skills to entice a plane flying overhead to come down and rescue you — in exchange for the island you’ve found yourself on. (Finders, keepers.)
But you only have so many rocks, so you’ll need to commit to a single copywriting technique. Which do you choose?
Here’s how our editorial staff (and one clever outlier) answered.
Some entries edited for length, assuming there’s a limit to how much readable copy you can create with rocks. Because this exercise was all about plausibility.
Stefanie Flaxman, editor-in-chief
Scarcity
Where will you go when the shit hits the fan? Only a few safe hideaways still available. Secure your own desert island today.
Jerod Morris, VP of marketing
Urgency
Seems to me like a little leading with unity on this one, too.
Global warming is real, sea levels are rising. But you can still own this desert island today … before it’s gone forever. (Before they are all gone forever.)
Kelton Reid, VP of multimedia production
USP (Selling the Concept, Not the Product)
This one reminds me of Joe Sugarman’s fine book on ad copy …
Imagine: no calls, no internet, no news, no traffic … no president.
Power down your computer, chuck your smartphone out the window, and land your plane. Your paradise awaits, and it’s right here, on your own desert island.
Chris Garrett, chief digital officer
Positioning
You’ll note that Chris was careful as always to translate his features into benefits. I let him get away with a few all-caps because … rocks.
Unlike other islands, THIS island has fresh, clean, flowing water, abundant delicious fruits, and tasty animals. Which means you will not dehydrate and starve while you luxuriate on the white sandy beaches. AND you can get it for the low, low price of a flight back to civilization.
Kim Clark, VP of operations
Call to action
Kim’s on our editorial group email list, despite the fact that, as far as I know, she doesn’t do any writing for us. That said, I thought her straightforward call to action was fitting for a number of reasons — not least of which being its suitability to the medium: rocks.
HELP!
Sonia Simone, chief content officer
Benefit in the headline
As usual, I went last, and this time I got stuck with the one everyone else avoided … writing a headline for this sucker. Here’s my attempt.
2 cheap and simple steps to get your own exclusive private island. Land now before it’s gone!
How about you?
Given a stretch of sand and some rocks (quite a few rocks, from some of these examples), what copywriting technique would you use?
Let us know in the comments.
Reader Comments (19)
GO AWAY. THIS ISLAND IS MINE.
See, my angle is reverse psychology. It always works.
Ha! You know, I think you might be on to something …
I’m disappointed this post wasn’t specifically linked to Talk Like a Pirate Day.
That is deeply regrettable, true.
I’d call it a “subtle nod” to the occasion.![😉](https://s.w.org/images/core/emoji/15.0.3/svg/1f609.svg)
What the government doesn’t want you to know about this island will terrify you
or (in Pirate)
Wha’ th’ government doesn’t wants ye t’ know about this island will terrify ye
Nice!![😀](https://s.w.org/images/core/emoji/15.0.3/svg/1f600.svg)
The Power of FREE!
This FREE Paradise Awaits You! By the way, can I catch a ride?
Ha! good one.![😀](https://s.w.org/images/core/emoji/15.0.3/svg/1f600.svg)
Think I would choose a catchy headline –
How to retire in idyllic paradise. Stunning views in utter tranquility. Find out more now!
No man is an island
So come ready to party in paradise
Bring food, drinks and music
Clothes optional
I bet you could make it work with just the last line![😉](https://s.w.org/images/core/emoji/15.0.3/svg/1f609.svg)
Last stop for free fuel and food. Land here!
What in the hell are you doing up there?! Heaven is here. Come and have a look.
or
10 Surprising Facts About This Island That Will Blow Your Mind. → (small text from gravel follows)
GET YOUR SOLITUDE TODAY!* (In pebbles) *Conditional offer while supplies last. Must leave transport on arrival.
Fine print in pebbles! I like it.
Escapism
Why opt for the 4HWW (Four hour working week) mindset when you can opt for a zero hour, in paradise.
People work tirelessly to gain money and possessions. But when most are asked what their ideal life would be like, they would escape somewhere quiet and live off the land.
Own Now, Pay Later. Your Paradise Is Waiting.
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