Email for efficient motor oil from A-1 (SPEC)
Client: A-1 Motor Oil
A-1 (an invented motor oil company) needed copy to encourage owners of high-performance cars to visit their website and buy their synthetic oil. The tone was to be exciting, urgent, promotional, and serious.
Challenge:
The email needed to attract the attention of older male car enthusiasts and convince them to buy A-1 oil. I then needed to lay out the benefits of premium synthetic oil while respecting the intelligence of the car-crazy target audience.
Solution:
The from line, subject line, and the preview snippet highlighted the benefits of A-1’s oil with brevity and clarity (it boosts performance, saves money, and protects cars), improving the email’s chance of being read. In the email’s body, the headlines and subheads expand on the benefits, adding a note of promotional urgency with a time-limited offer. The body reads like the owner of the motor oil company giving advice to a car-enthusiast friend over a beer, with pain points directed not at him, but at other guys who aren’t forward-thinking enough to invest in A-1.