Question

Topic: Copywriting

Copy For Handcream

Posted by Anonymous on 4/3/2009 at 3:44 AM ET 150 Points
Hello everyone,

I have been in marketing for years and have never had a problem with writing copy. With my new job the manager does not seem satisfied, even though his copy is worst.
I was wondering if someone could help me to write a copy for a beauty hand cream which is aimed at nurses. The product has been on the market for a number of years without selling much. The cream is aimed at the female nurse market and the selling points are that it leaves a thin layer of protection on the skin and does not affect the integrity of the latex gloves which they have to wear.

Any pointers or help would be great.
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RESPONSES

  • Posted by kevin.shoesmith on 4/3/2009 at 9:32 AM Accepted
    What concepts have you tried that your boss doesn't like?

    You might try playing off of the theme of "a second skin." Or, "second pair of gloves" without actually wearing two pair. Maybe "double the protection, double the comfort, double the softness."

    Maybe: "Your patients will thank you, so will your hands."

    Another idea would be to use a series of Testimonials from actual nurses who use the hand cream and like it. This could be an ongoing series with lots of repetition and product reinforcement.

    Good luck.
    Kevin
  • Posted by michael on 4/8/2009 at 3:38 PM Accepted
    That's what happens when "managers" get involved.

    Has your manager ever asked a nurse what they care about when choosing hand creme?
    1) Can I still put latex gloves on within 10 minutes of applying it?
    2) Does it stink?
    3) Does it react with anything else I may come in contact with?

    You really need to know this or the best copy won't matter.

    Michael
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