Newsletter
- For: BP Mobile
- Aim: Write a newsletter focused on how customers can take care of their vehicles between details. Tuesday and Thursday publishing, with Tuesday acting as a teaser for Thursday.
- Tone: Friendly, descriptive
- Audience: 35 to 65 year-olds in Florida. Career-focused with little time to take care of their vehicles themselves, but they want to be informed. Although they enjoy knowing how to care of their vehicles, they have no interest in doing so.
- Additional notes: Based on past observations (in general and with this business specifically), customers respond to plain text better than they do HTML-heavy emails.
Full copy:
Caring for your vehicle: Flooring
Welcome to part four of the “Caring for your vehicle” series. Today, we’re covering the most underappreciated feature of a car’s interior, but this time, we’re not going to tell you what it is immediately. We know, we know, you don’t want to wait, but we promise it’s worth it.
Imagine you slip into the backseat of your brand new, fully customized dream car. Given this is your imagination, the type of car is up to you – maybe you’re thinking of a cherry red Tesla with a paint job so vibrant that it shimmers under the sunlight. Or maybe a lifted truck is more your speed – something so big that it requires a full-sized ladder to get into. Maybe neither of those are vehicles you like, and instead you’re imagining something iconic and unique like the Chrysler Prowler.
Whatever your car is, the inside of it is just as beautiful as the outside. No doubt you’ll oo and ah over the seats (flat black, conditioned, and featuring built in back warmers) and fawn over the electrical components (A three prong outlet!!! Six USBs in the central console! A camera at the back and the front of the car!). You’ll shower compliments on the ceiling, the door handles, and the steering wheel while forgetting one of the most important features of the car: the floor.
Yes, the floor. The floor you place your feet on, the floor you’ll probably drop food and drinks on at some point, and the floor that ties the car’s aesthetic together. Floors are so present and so reliable that they’re easy to forget, and when they’re done well, you don’t notice they’re there. When they’re done badly, though, you realize how essential they are.
For the sake of argument, let’s say your dream car has a hot pink, stained carpet that is fraying at every door. Let’s also say that a hot pink, stained carpet that is fraying at every door is not the kind of carpet you wanted. See how quickly the floor went from unnoticeable to an issue?
What you want in your dream car – and in every car you own, no matter how far it is from your dream – is a sleek carpet. Something beautiful, simple, and unnoticeable that also completes the look of your interior.
Now that you know that, tomorrow’s installment will tell you everything you need to know about how we make sure your floor stays unnoticeable.
Don’t forget to come back Thursday for more information. If you missed the previous three installments, click here.
Talk to you soon,
BP Mobile