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Article:
Copywriting Makeover: Making An Emotional Connection - Part 2 of 2 by: Karon Thackston In part one of this article series we began looking at the Cruise Vacation Center site: a travel site whose copy was sorely lacking in emotional appeal and visual imagry. (You can see the previous version of the copy here: http://www.copywritingcourse.com/CruiseVacationCenter-Original.pdf.) In the conclusion, youll see how all the rewrite turned out and how exciting the end results have been. The Rewrite It took me a while to get started on this copy. Before I began writing, I wanted to really be in the mood. I played around on the vacation search feature of CVCs site and read all about some of the places I have always wanted to go. I took my time and let my imagination run wild while reading about the ports-of-call, the activities, and the ships amenities. When people shop for vacations, they are typically interested in what theyll get first and they worry about the price second. They want to feel and sense the experience of a vacation while reading about it on a website or in a brochure. It sort of falls into the same category as copywriting for brides. Getting married, for most people anyway, is a limited experience. Its not something you do every day. While a bride may be working on a budget, she still loves to see the $'10
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