This sketch was nailed to the wall in front of me. When writing a copy, I always put a sketch in front of me to help me start writing.
The picture shows Queen sainsbury's olive in martini. This is a big olive queen, so it occupies the whole cup.
The title is "Do you want martinis in your olives?"
The first thing I want to do is to tell everyone that this is a big olive, not a martini. I have a can of queen olives and a can of ordinary olives on my desk.
I took an olive from two jars and put it on the plate. As I expected, the olive queen looks almost twice as big as ordinary olives.
So I wrote: (handwritten word for word, as always) "The Queen of Olives is twice as big as ordinary olives." I haven't finished writing this sentence, but I have thought of the next sentence: "It's also twice as delicious."
I immediately understood that "double delicious" is a personal opinion, so I stated the fact: "Besides, some people will say it is also double delicious."
I must write a short article about delicious food. I picked up the olive queen on my plate and ate it. I wrote down the taste: "Its meat is tender, but chewy, and its aromatic fruit flavor makes it a perfect appetizer ..."
It suddenly occurred to me that martinis are aperitif, so I added (in brackets, of course) "... with or without martinis. "As I said before, this is an advertisement for sainsbury olives. It means all Sainsbury olive products.
There are nine kinds of olives in sainsbury, all of which are from Spain except one. Not only Spain, but also Civil, the best olive producing area in Spain. Of the eight kinds of Spanish olives, seven are cyan and one is black. Greek olives are also black. Among the seven kinds of green olives, one is Queen Olive and the other six are Manzania Olives. Six kinds of manzanian olives, one with seeds, one without seeds, two with stuffing, and the other two with pickling. Among the two kinds of black olives, Spanish olives are heavier in taste, while Greek olives are only Greek.
How do I arrange these different kinds of olives in the copy? I continue to write in civilian lines. I reread the first sentence and then wrote: "Like all olives in sainsbury, our queen olive comes from Civil, which is the most famous olive producing area in Spain."
Now I want to introduce other olives. I decided to use Manzanilla to kill them all. I wrote: "We also sell Manzanilla olives, which are familiar to everyone, including seeds, seeds, fillers and pickles."
Then I explained that one of the stuffed olives is sweet pepper and the other is almond. One kind of pickled olives is pickled with olive oil, garlic and pepper, and the other is pickled with olive oil and aromatic herbs.
This is too long. We need to concentrate. So I rewrote the end of this paragraph as follows: "... stuffing (sweet pepper and almond) or curing (olive oil with garlic and olive oil with vanilla)."
Now I can go straight to the finish line. Then only two kinds of black olives are mentioned, and sainsbury has the largest variety of olive products, and then the call to action ends.
I'll watch it again from the beginning. Read only the first sentence: "Queen olive is twice as big as ordinary olive."
I don't like the word "average", it's too average. Ordinary olives or garden olives? Don't! I have seen Ordinary or Garden many times. Ordinary olives? Don't! It's boring. Wait, Queen Olive ... Royal ... Ordinary people.
"Queen olives are twice as big as ordinary olives."
Have lunch.