"Being in your birthday suit can often cause social embarrassment and a proclivity for honey, but at least one of these challenges can be addressed in style. Save the birthday suit and be seen sporting a stylish apparel with Celio......"
Whoever wrote this was probably trying to be clever. Subtle sexual implications (in this case, nudity) is often an easy and effective way of attracting attention.
However, when I received this promo in my inbox, I spent a good few minutes trying to figure out this introduction. It seems that the copy is trying to sell T-shirts by stressing that one should not be naked...an idea that do not make much sense to me. Furthermore, is being naked such a challenge in a country where cotton and artificial textile is abundant?
"Proclivity for honey"? Is it trying to say that going naked will get you more sex? Heck, which guy wouldn't want that? Half the guys I know would gladly go naked for more 'honey'. This line is just trying too hard in vain.
Which brings me to cliche tips when it comes to copywriting: Keep it simple if you can't make it 'complicated nice' and Less is indeed More. Good writing is not about using difficult or sophisticated language that the masses have difficulty understanding, especially when it comes to selling mass and quick selling products. It's more important to choose content that evokes an urgent need to purchase, and present them clearly. To make them, as one friend says, "Buy First, Think Later"
hhhhmm...sounds familiar ar..."Buy First, Think Later"... who taught you so well? =)
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