Normally I would post about business, UX writing, copywriting and marketing tips, personal growth stuff here…
But no, not today. This is something a little different.
This is a story about how we kept our beloved Rosie – our dog – using my copywriting skillz
(The z is for dramatic effect.)
A quick background to set the scene…
You may know that two-and-a-bit years ago, my husband and I moved from sunny Queensland to Tasmania. We packed up everything we owned a mere month after getting married and moved to the other end of Australia (he’s a hotel GM so moving was always a part of our plan).
It was never a question about whether Rosie came with us, she’s as much part of my family as our human baby.
Anyway – long story short: last year we were faced with the decision to move into the hotel he’s managing. It’s a small-ish place in the heart of the CBD and it’s a one bedroom. We were told we couldn’t bring Rosie (even after a proper application process). I was devastated (and also 8 months pregnant). The alternative was to find a pet-friendly place in the getting-more-exxy-by-the-day Hobart.
So of course we did that.
Fast-forward a year and our lease is up, so we were faced with the decision again. Do we move into the hotel and minimise everything we own (including rent!) and send Rosie up to Queensland to live with family, or continue paying through our nose at the house. (I should also mention here that it’s a benefit to the business to have my hubs based on-site at the hotel.)
We threw caution to the wind: let’s try a last-ditch attempt to get her into the hotel with us. I decided to go all baller copywriter (is that a thing? Is now) on the body corporate and reviewed the application process.
Here were some of the things we did to keep our dog:
- I had to make sure the application was still in my husband’s ‘voice’ (which is respectful, assertive, profesh, and bossy authoritative – sorry honey!). He would be the one sending it so I had to keep in mind the business side of things. Luckily, adapting to the tone of someone you’ve lived with for 10 years is pretty easy.
- I ‘named the puppy’ – literally – by referring to her as Rosie throughout the application. This gave her a personality; she wasn’t just some nameless mut, she’s a family member. It built familiarity and friendliness.
- I addressed the body corporate’s (valid) pain points early on in the email. I made sure that we had logical solutions for each. An example was that Rosie had lived in high-rise buildings before, and was really adaptable. Another was that I worked from home so would be supervising her most of the day, she’s hardly left to her own devices.
- We included a cute AF photo of Rosie. She’s pretty photogenic at the best of times, but we went for the cute factor big time!
- And here’s the big one, guys: we gave them a guarantee. If this doesn’t work out after three months, we will look at alternative housing for Rosie (ie. send her up to Queensland and break my heart into a million pieces). But, fair is fair.
She was approved. And my heart feels like it could BURST with happiness!
I realise that this is a case study of different proportions, but it just shows how much copywriting comes in handy.
Getting to know people, their behaviours and their triggers is so fascinating. And through rephrasing some small things, we were able to have a win/win situation.
And you know what?
It comes down to this: there’s still so much good in humanity. These people probably have no idea, but by approving our beloved doggy they’ve kept my little family together.