Copywriting – Clear explanation


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This copywriting example is taken from a course designed to help people running small bottling plants in Africa to make better decisions around bottle washing and sterilising. As learners have varying levels of education and English language capability the instruction is clear, uncomplicated and too-the-point.

The purpose of this text is to increase learners’ motivation to engage with and complete the course. In the course it is presented as a tabbed box, hence the punchy, bullet-point style.

Why take bottle washing seriously?

A safe product
Poorly washed bottles can contain bacteria or other substances that are dangerous to health. This may lead to sickness in those who use your product. These people won’t buy from you again and may tell others about their experiences.

When bottles are properly processed no bacteria or other substances that are dangerous to health will be present.

A good quality product
Even if it is not dangerous to health, a contaminated bottle may affect the taste and how long it can be safely stored.

Choosing safe bottles and processing them correctly will mean that your customers can enjoy a tasty product.

A successful business
Chips or cracks – or a poorly designed production process – can lead to bottles breaking during processing. This wastes money, time cleaning up and risks injury for yourself and others.

Choosing safe bottles and processing them correctly means you don’t waste bottles, time or money and that you and your colleagues stay safe.