DoggieFuel Copy
Portfolio Description: DoggieFuel (Organic Dog Food Brand)
Wrote an emotionally-driven, story-based landing page for an organic dog food brand. Built empathy through a heartfelt narrative, then transitioned into clear product benefits and a trustworthy offer.
Tone: Warm, personal, and trust-building Key techniques: Storytelling, fear-to-hope structure, pain point alignment, credibility proof
Strategic Copy Breakdown
Hook: “How Did This Woman Get Her Beloved Dog Back?”
Strategy: Starts with a mystery-driven question — instantly captures curiosity Effect: Emotionally hooks pet owners by using a “what happened?” format they feel connected to
Emotional Storytelling (Anna & Molly)
“Anna, a 35-year-old woman... Her daughter is a dog named Molly…”
Strategy: Relates deeply with dog owners who view pets as family Effect: Creates empathy and emotional stakes before selling — making readers more receptive
Pain Points: Illness, Confusion, Hopelessness
“Tried many brands... none worked... vet warned of cancer…”
Strategy: Highlights common frustrations pet owners face when their pets are unwell Effect: Builds tension — makes the solution feel “earned” when it’s finally introduced
Product Reveal: DoggieFuel
“She founded DoggieFuel… Molly got better… vet confirmed she’s healthy again.”
Strategy: Uses outcome-based storytelling — focus on result, not just product Effect: Increases trust — if it helped someone else, it might help my dog too
Credibility & Ingredients
“Real organic ingredients... checked by nutrition pros... iron, protein, liver, etc.”
Strategy: Adds authority with expert-backed details Effect: Reinforces that DoggieFuel isn’t hype — it’s backed by science and real results
Call to Action
“Give good things to your beloved dog, just like Anna gave good DoggieFuel to her beloved Molly.”
Strategy: Soft emotional CTA that echoes the story Effect: Creates trust and warmth instead of sales pressure
Final Takeaway
This piece uses emotional storytelling + real problem-solving to connect with pet lovers on a deep level. It builds from fear → hope → trust → action, which is a proven persuasion arc in direct-response copywriting.