Copywriting: Adoptable Emailer Copy for Luke Copping

Mar 18, 2015
Consulting Case StudiesPublicity

Luke Copping's got a soft spot for dogs, to say the least. He's a portrait photographer based out of Buffalo, New York, and for just over a year he's been donating his time and skills to the City of Buffalo Animal Shelter by making animal portraits of some of their adoptable pups. The portraits help the dogs find better homes and get the word out about their stories. It's a unique and rewarding way for Luke to give back to his community, and save some pups in the process.

Recently, Luke commissioned a designer to create a set of three emailers featuring some of his shelter pet portraits that would be sent out to creatives around the country. After recieving the final emailer designs (we think they look fabulous!), Luke decided to consult with our publicity team to help finesse the copy he had written for the body of the emailers.

Here is the original emailers copy that Luke came to us with:

While Luke had a great start with this copy (I especially liked the "Hey, Party Animal!" headline), It was a little wordy and hard to read, and I thought that we could work to make the subheading a little more creative. I worked with the copy and decided to focus this copy around the dog's smile (I mean, come on, how cute is that smile?). We also made the remainder of the copy a little bit more readable. Here's what we came up with:

We took a similar approach to the other two emailers in Luke's campaign, as well, but tweaked the copy each time to revolve around the dog that it featured. Here's how they turned out:


It was a pleasure working with Luke! His emailers went over well, and his commercial animal photography has been getting a lot of positive attention since he started marketing it. To see more of his work, visit his website.

If you’re looking for help with your emailer or print promo copy, or to just want to learn more about our services, feel free to email me or check out our publicity consulting page!