Continuing my fixation with the group buying site…[See part 1: The Key to Groupon's Success? A Stable of Great Copywriters]
I know much of the genius has to do with the simple business model, but I remain fixated on the creative. Here’s another article I bookmarked a while back, this one from 52weeksofux.com:
Groupon and the value of copywriting
"There is lots of talk of whether Groupon can keep their advantage over new competitors. But the competitors I have seen don’t have the copywriting chops that Groupon does, at least right now. As long as Groupon continues to write such great copy, they’ll have a big advantage over their competitors."Click here for full article.
Editorial style (and schtick) guide
Check out the company's Public Editorial Manual which describes the Groupon Voice in detail and has a whole section on Humor Writing, complete with examples. Here's a small taste:
Zog's Dogs"The first deep-frying techniques were used as a means of preserving wedding gowns and Barry Bonds rookie cards; it wasn't until later that they were applied to food...."Guide to Art-Museum Banter"Before taking advantage of today's Groupon, memorize these handy art criticisms, which are guaranteed to apply to any work in the Lowe Art Museum:
- "The brush stroke is large. It would not shock me if the artist painted with a wig or mop. Do you agree with my point of view?"
- "The way color is used is breathtaking. It is either red, blue, green, or purple, but I would need to take a closer look to be sure."
- "Some say those are boxes, but to me they appear as triangles. Either way, this painting is about Lou Gehrig's desire to adopt a dog."