Company: A-1 (fictional company) produces motor oil and other lubricants for a variety of engine classes from performance cars, to trucks, to small engines.

Audience: Men from 35-50, who own high end performance cars. They spend much of their spare time looking after their cars so that their cars perform at their best. They don’t mind spending a bit extra to get the best products for their cars.

Problem: Produce an email that will encourage the reader to visit the company website to learn more about A-1’s Performance Motor Oil and drive purchases. The benefits that the company would like to convey are that A-1 Performance Motor Oil makes cars run more efficiently than any other motor oil; it cleans the engine, helping it run smoother; and increases the longevity of engine parts. The tone of the email should be urgent, serious, and promotional.

Solution: I chose to focus on the benefits to engine performance, engine protection, and improvements to the lifetime of engine parts, as these are more important to this audience than fuel efficiency. The piece focuses on the deep benefits of knowing they are doing their best for the car that they care very much about, while they enjoy the freedom of driving down the highway. There are two calls to action, one at the beginning of the email to catch the reader early in case they do not read the whole email. Both take the reader to the product page on the company website.