The challenge here was to create compelling copy for an otherwise everyday and boring object. My intention here is to illustrate that a copywriter of talent can make anything seem like a must-buy product.
To complete this exercise, I Google searched “concrete block” and rewrote two pieces of copy. I tried to insert more words of value in the prosaic copy, such as “durable” and “versatile”. I emphasized the point of value, that everyone from amateurs to professionals uses this product, so it must be good.
The Go-To Concrete Block for Handymen
The two-hole concrete block is the standard for DIY homeowners to professional masons. Ideal for a wide array of construction projects including walls, fences, and structures of all kinds.
This block has a durable compression strength of 2,200 psi, and is the perfect match for Quikrete and other cement-based products.
Original: https://www.homedepot.com/p/Master-Products-8-in-x-8-in-x-16-in-2-Hole-Concrete-Block-BC010/204109011
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Copy 2
Light weight and low maintenance, the durable 2-hole concrete block was built to maintain long lasting strength. This versatile block is ideal for many projects, the go-to for everyone from the DIY homeowner to professional mason.
— Meets ASTM C90 specifications
— Reliably uniform in shape, color and texture
— Durable compression strength (psi): 1900 psi
Versatile size: 16 in L x 8 in W x 8 in H
Original: https://www.homedepot.com/p/16-in-x-8-in-x-8-in-Light-Weight-Concrete-Block-Regular-L0808160000009000/312064977