Project: Customer Survey
Objective: Generate hot hook headline for homepage
WinningPonies.com is a small, privately-owned membership
site that sells horse racing handicapping picks.
In an effort to open up an entirely new market and give WP
its own slant to compete with giants in the industry, the
appeal demanded a practical approach. I suggested we go
with a simple Constant Contact survey—combined with great
copy—to select members. This way, uncovering our target
prospect’s key core desire would be a sure thing.
Give your survey every advantage
List criteria: Top users during a defined time range.
Invite email: Snack-size copy (66 words); 2 hot links,
giveaway incentive, time expiration.
Subject line shot through filters with ease:
Quick! Claim your 20 free WinningCredits
Survey: Brevity and specificity are key.
I wrote four precise queries: three 1-
question essay, and 1 multiple-choice (with
2 radio buttons). It looks deceptively
simple, but proved very effective.
Thank you: Rather than
receive a standard
COPY CLOSE-UP 3
300 targeted customers
134 completed surveys
0 Opt outs / 0 Spam
appreciation email, respondents were taken
to a landing page on the WinningPonies.com
website. Call-to-action suggests book-marking
the client’s signature radio show.
The power of authenticity
WinningPonies.com homepage headline
continues to pull 4 years running:
“No Matter Your Horse Racing
Handicapping Experience, We Can Help”
DID IT WORK?
44% response was a
resounding success. From the
134 surveys, I was able to
write homepage copy that
resonates with WP prospects,
plus a Unique Selling
Proposition. What’s more,
client now has a copywriter’s
gold mine: 402 data insights…
straight from the prospect’s
Want to know more? Contact
Tia Dobi email@example.com
COPY CLOSE-UP 2
COPY CLOSE-UP 1
COPY CLOSE-UP 2