This week I have been working with 3 new clients on improving the content of their websites. The idea is to increase conversions (customers & leads) by writing engaging, compelling, interesting, educational content that is persuasive but not salesy.

This is a tall order for sure but thankfully I have a training tool that simplifies the job by being a tried & true model of success. Read this….

4 Pounds of Peaches or Nectarines

This supplier is a third generation stone-fruit grower, and their Peaches and Nectarines are among the best we’ve tasted… read more

Would you click the read more? I bet you would. You are then taken to a page that says…

4 Pounds of Peaches or Nectarines 


First of all, yes – we do believe that price deserves an exclamation – at least as much as the sixth word in this paragraph deserves its italicization.

With that out of the way, lets talk about the fruit, shall we? These are big boxes of fresh-from-the-tree fruit, shipped directly to Trader Joe’s from the grower in central California. This supplier is a third generation stone-fruit grower, and their Peaches and Nectarines are among the best we’ve tasted. We’re guessing you agree with our assessment, because in the four years since we started selling these easy-to-carry boxes of fruit, we’ve sold somewhere in the vicinity of 41 million Peaches and Nectarines! That, friends, is a whole lot of pits! (Or, more accurately, seeds.)

Important to note about the fruit in these boxes; the variety (Peaches or Nectarines) is printed on the outside of the box, and will change throughout the season, depending on which is most ripe. Also, we ship it firm, so that when you get it home, you can either leave it out at room temperature for a day or so to get super-soft, aromatic fruit, or you can put it in the fridge and enjoy crisp, crunchy fruit. Most important note about this fruit? The price. For the fourth year in a row, we’re selling each four pound box of Peaches or Nectarines for the excellent value of $5.99*, for as long as we can get them.

This content is a winner. It’s fun and easy to read. We don’t feel like we’re being “pitched” and yet we are somehow persuaded that these are excellent peaches and nectarines exclusively available at this store (even though that was not said and these could be the same exact fruit available at ALL of the local grocery stores). We are also convinced that this is a good price for these particular peaches and nectarines.

This is of course an example of Trader Joe’s copywriting. It’s excellent and it is “model-able”. You can take the principles the writer used in this content to create your own interesting, compelling, and persuasive content.

Re-read the content closely. What kind of boxes is the fruit in? Big. How fresh? Fresh from the tree (what fruit isnt?) How is it shipped? Directly from the grower in central California. What do we know about the grower? Third generation stone fruit grower. (Why do we care?)

The writer is providing us with interesting DETAILS. He’s telling us a story. All of these details could exactly the same for the fruit in the discount supermarket down the street but this story causes Trader Joe’s customers to drive past the discount grocery store to buy THESE  peaches and nectarines. Why? Why would your customers go out of their way to buy what you offer? Give them compelling reasons. You have them, it’s just a matter of looking closer, finding the interesting details and crafting the content.

See the how this is used on the Trader Joe’s website.