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Oscar Pistorius of South Africa competes in the Men’s 400m Round 1 Heats on Day 8 of the London 2012 Olympic Games at Olympic Stadium on August 4, 2012 in London, England.
Photo by: Paul Gilham/Getty Images
If you’re selling a clapped-out 25-year-old washing machine with a $1 reserve on an auction site, would you describe it like this?
It’s the loudest most violent sounding washing machine I have ever encountered. It makes guests scared and children cry. I’ve lived with it like that for almost a year and it still scares me.
On heavy duty spin cycle it sort of sounds a bit like the tortured howls of 1000 undead writhing in the sulphury pits of hell mixed with a train with carriages full of scrap iron sliding down the road with no wheels, on fire, into a bell factory.
If your [sic] in a fix and need a cheap washing machine and are either completely deaf or hate your neighbours this baby is for you.
So what’s the secret to a killer sales copy?
In a word “engagement”. Through a spot of creative writing do you give the infernal contraption a vivid identity that catches people’s attention and then their imagination?
What do you think?