Copy StyleComparison between KGB deals     and Google Offers
E-mail Subject Line
Analysis•   Multiple offers•   £ price not % saving•   Long subject lines•   Format: Price for service / Price for service
Google offers - sample
Google Offers San Francisco
Analysis•   Single offer only•   % saving•   Short subject lines•   Format : % discount, merchant name /    “and more offe...
Message Copy
Use of “value” not percentage                  simple saving (50% not 67%)                                      Short stat...
What’s behind it (I think)• Research (behavioural economics) identified people  behave differently towards perceived gains...
Final Thoughts• They must be doing it for a good reason.• Maybe theyre onto something were  missing ...
Daily Deals Copy writing - Google v. the rest.
Daily Deals Copy writing - Google v. the rest.
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Daily Deals Copy writing - Google v. the rest.

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"Why do Google do it like that ? I wondered.
Must be for a good reason"

This was the result .

Your feedback and comments are always welcome...

Published in: Business, Technology
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Daily Deals Copy writing - Google v. the rest.

  1. 1. Copy StyleComparison between KGB deals and Google Offers
  2. 2. E-mail Subject Line
  3. 3. Analysis• Multiple offers• £ price not % saving• Long subject lines• Format: Price for service / Price for service
  4. 4. Google offers - sample
  5. 5. Google Offers San Francisco
  6. 6. Analysis• Single offer only• % saving• Short subject lines• Format : % discount, merchant name / “and more offers….”• Arguably clearer, more distinctive
  7. 7. Message Copy
  8. 8. Use of “value” not percentage simple saving (50% not 67%) Short statements max. 5 words (I checked)Calls to Action
  9. 9. What’s behind it (I think)• Research (behavioural economics) identified people behave differently towards perceived gains and perceived losses. How a proposition is framed affects the outcome.• The prospect of a saving made or a loss prevented motivates (prospect theory) so we play up the good feeling you’re going to get from a saving
  10. 10. Final Thoughts• They must be doing it for a good reason.• Maybe theyre onto something were missing ...

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