Auto Repair, Brockton, MA
Collision 24, an automotive repair shop, requested an article highlighting the maintenance and repair services they offer. As a copywriter, I knew avoiding negative toning was a must. However, I wasn’t blind to the fact that vehicle repairs and collisions are rather “negative” topics. I had to find a way to adequately sell Collision 24’s repair services—all while remaining positive.
Location, Location, Location
As a writer, it’s important to grab the reader’s attention, particularly when the topic is a bit humdrum. Relevancy is a great way to do so. In this piece, I used relevancy to both pull readers in and solve my negative toning conundrum. Let me tell you how.
I looked towards the targeted geolocation, Brockton, MA. Folks in Massachusetts experience all four seasons, and each season brings along it’s own set of conditions that may cause vehicle changes.
These changes still require the use of Collision 24’s services, however, they are positive incidents, not fender-benders or crashes. For example, I used sandy back seat carpets to mention the establishment’s interior detailing service. In the fall, slippery roads covered in leaves may require some wheel alignment maintenance.
Teamwork Makes the Dreamwork
Creating effective web copy is not a one-person job. It requires the ability to work alongside various departments, like the content posting team, for example.
In this article, the posters went to work creating a polished page that’s easy to read on any platform. My favorite part has to be the informational sidebar. What a great way to show business info without taking away from the article itself.