ARCANE: known or understood by very few; mysterious; secret; obscure; esoteric…
Copywriting for business inherently includes a certain amount of arcana. But perhaps no topic is more arcane than cardboard tubes. Believe it or not, cardboard tubes have hundreds of uses beyond moaning into them, “Luuuke… I am your Faaaather!” You will find a cardboard tube at the core of your toilet paper, as well as your thousand-pound roll of printer’s stock. And I recently received a poster of Zac Effron in a cardboard tube from Tiger Beat. By mistake, of course.
So, how do you glamorize a product that is basically a commodity? It’s not easy, but it helps to have a client who freely admits that it’s a commodity. This gentleman stated right up front that his product was hardly different from his competitor’s. So I dug a little, and fashioned a story about consultative selling, wide selection and quick delivery.
Anyway, this masterful masterpiece of mastery just went live, and I invite you to give it a cursory glance. Oh and, honey! Could you toss me a roll of toilet paper? Here be the link: http://papertubesnow.com/
(BTW, I originally thought to title this blog – not just this post, but the entire blog – “Master of the Arcane,” a title I thought incredibly apt. Stupid, yes, but apt.)
A Lively Exchange 