MY OPINION ON GOOD AND BAD COPYWRITING ON WEBSITE

“INNOCENT DRINK” GOOD COPYWRITING

Good copywriter sells products, but great copywriter turns simple products into a great experience. I think Innocent Drink produced a good copywriting in their website ad which succeed to attract people to read it. They associate a simple drink with a holiday feel. By mixing facts and emotion – a persuasive recipe. One of my favourite ad from Innocent Drink which has a good copywriting for me is

                     “There are time when you fancy a bit of extra sparkle with your refreshment. So allow us to introduce innocent bubbles tropical – a delicious, lightly sparkling blend of pure pineapple, orange and grape juice, spring water and absolutely nothing else. It’s a bit like a posh holiday in a can., only without the pesky sand. And with one portion of fruit and only 90 calories per serving, it’s the bubbly way to get one of your 5-a-day.

“LEGO” BAD COPYWRITING

          Lego once produced a bad copywriting for their website. Just look at the picture above. This is a pretty dull description for a company that manufactures children’s toys, don’t you think? An introduction, middle, and end would be ideal. They could still keep it short, sweet, and to the point, while including a better flow and a little background information. This would give the reader a better sense of what they’re all about.

The copy is attempting to show the limitless mind of a child, and that what that mind is thinking often only makes sense to that child. But. The ads are not enjoyable. They could have been written in the same scattershot style, and made sense. Good concept, poorly executed. As (almost) always, copy should be shorter.
Could've got the same point across in half the space and had room for shot of one of the characters from the paragraph at the end to tie it back into the block at the beginning -- what starts with one block, ends with this awesome creation.