Monthly Archives: March 2010

The Secret of 3

Three is a magical number. That’s what copywriting expert Brian Clark of Copyblogger have said in his blog, “How to Use the ‘Rule of Three’ to Create Engaging Content.”  So what is it about three that makes it so special?

The Three StoogesBrian Clark says that it all comes down to the way humans process information. The easiest way for a human mind to retain information is through patterns.  And three is the simplest pattern.  This combination of pattern and brevity results in memorable content, and that’s why the Rule of Three will make you a more engaging writer.

Three categories that this idea makes such a huge impact is in storytelling, sticky ideas, and humor.  Read more of the explanations of these categories in the blog.

So what does this all mean to a copywriter?  To engage a reader in a compelling copy, use the rule of 3 . Use only 3 bullet points, 3 ideas, group of 3s.  No one wants to lose the interest of the reader before calling for action.

If you haven’t still read “How to Use the ‘Rule of Three’ to Create Engaging Content” by now, you’re missing out on a really great tip.


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Cupcake Vineyard Makes an Irresistible Copy

MmmmMmmmMmmmm… Who would have thought that a winery can produce such a delicious copy?  Or maybe that’s just an understatement. Scrumptious is a better fit.

With a name like Cupcake, Cupcake Vineyard found more than just the attention coming from their name.  A wine lover (or casual taster) can find their mouth watering just by reading the labels on the wine bottles.  The winery offers 9 different flavors.  All of which have 9 different tantalizing copies.

Read these examples and see for yourself…

Wine Glass Merlot
With smooth and supple tannins this is a soft, silky Merlot shows bright cherries followed by  espresso mingling into a plush, silky mocha finish.

Sauvignon Blanc
Cupcake Sauvignon Blanc comes from the cool Marlborough valley of New Zealand. Here the  grapes mature slowly, giving them complexity and a vibrant zing, reminiscent of your grandma’s  lemon chiffon cupcake. The flavors are integrated, delighting the senses with Meyer lemons, Key  limes and a finish that awakens the appetite. This wine pairs well with oysters on a half shell or with a rich and succulent Lobster Risotto.

Petite Sirah
Petite Sirah is big flavorful red wine that has deep Californian roots, but is neither Petite, nor Syrah like. Our Petite Sirah is comes from the Central Coast whose cooler weather allows the berries to develop soft fruit without the harsh tannins that sometimes accompany these little berries. This wine starts with aromas of boysenberry and blueberries, then evolving into flavors of spice accentuated by rich dark chocolate. With a creamy, rich body, this wine finishes in a long and soft manner. Pair with juicy pork tenderloin with a Petite Sirah reduction.

Now let’s be honest.  After just reading those descriptions, your head is exploding with imagination from the first smell of the wine to the taste in your mouth and finally sliding down your throat.  One word can describe it: sinful.  And yet so delightful.

It’s time to take take those wine glasses out and toast to an irresistible copy.

Check out Cupcake Vineyard –

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