Web Copy: Ask Community Answerer Promotions

Project scope: Ask.com prides itself on being a search engine where users can ask questions in plain English. For their new Community site, where users ask questions and answer other users' questions, Ask.com identified five motivations for joining: altruism, ego/passion, experience/expertise, and helping a cause. I was asked to develop short advertising copy both for the generic service and for answering questions in a specific category. Later, I was also tasked with developing landing page copy that addressed each motivation. The results appear below.

Copy for Ask Community Answerer Promotions

Advertisements – Generic

Altruism

We get by with a little help from our (Internet) friends. Lend a hand to fellow users.

Random acts of kindness—without leaving your desk. Answer an Ask user’s question.

Our users have a lot of questions—and you’re just the person to answer them.

We all need a little advice sometimes. Share your knowledge with others.

Be an Ann Landers for the digital age! Share your advice in our Community.

Ego/Passion

You look smart. Help answer questions at Ask!

Got skills that pay the bills? Share them with Ask users!

Not all questions can be answered by a computer. Help real people at Ask.

We always knew you were smart. Share your knowledge with our users.

We know you’re the brains of the operation. Help answer real people’s questions!

Experience/Expertise

Been there? Done that? Help answer our users’ questions about it.

Experience is the best teacher. Share your knowledge at Ask.

Life is all the experience you need. Answer questions at Ask!

Everyone has a passion. Share yours with the Ask Community.

You may not have all the answers, but we bet you have a few. Answer questions at Ask.

Helping a Cause

You answer questions, we donate to your favorite charity. Sound good? Sign up now!

Want to help out your favorite cause? Answer questions and we’ll foot the bill.

Q: How can I earn money for my favorite charity? A: Answer questions at Ask!

Help out others…and we’ll help out your chosen cause. Get started now!

Help answer others’ questions, and we’ll donate to your favorite cause.

Advertisements – Category

Altruism

You’ve been there, too. Share your advice by answering users’ [category] questions.

Wish you’d known more about [category] before you tried it? Help others learn how.

It takes time to learn about [category]. Help others get a jumpstart.

Make someone’s day! Answer a question or two about [category].

We’ve got real people who need real help with [category]. Want to lend a hand?

Ego/Passion

Love <category>? Share your expertise with the Ask Community.

Crazy about <category>? Our users want to know your opinion!

What’s the best and worst in [category]? Share your opinion with our users!

We know you love [category]. Help our users love it, too!

[Engaging category statement.] What do you think? Join the discussion.

Experience/Expertise

You didn’t get that [category] experience overnight. Help others learn!

You don’t have to be [famous person in category] to know something about [category]. (Example: “You don’t have to be Dr. House to know something about health.”)

[Engaging question example.] Do you know the answer?

[Category]: Been there, done that? Help answer users’ questions!

Sounds like you know a bit about [category]. Want to help others learn about it?

Helping a Cause

[Engaging question example.] Know the answer? Earn money for a favorite charity!

Your [category] knowledge can help support your favorite charity. Join Ask Community!

Answer questions about [category], and we’ll donate to your cause.

Got [category] skills? Pay your favorite charity’s bills!

Put those smarts to work for your favorite charity—answer questions about [category].

Landing Pages by Motivation

Altruism

You don’t have to have a Ph.D. to help Ask users answer their toughest questions. We find the best answers on the Web for our users, but when it comes to questions like “What’s the best restaurant in Chicago?” or “What’s the best treatment for a cold?” we can’t beat the opinions of real people. That’s why we created Ask Community. Here’s why you should join:

  • Answer questions tailored to your smarts. Love pets? Whiz in the kitchen? Raised three kids without blinking an eye? Tell us the areas you love to talk about, and we’ll send you questions you’re passionate about answering.
  • Go ahead. Ask anything. All of us need a little help now and then. If you’ve got a burning question, share it with us! We’ll find the best people to answer it.
  • What’s everyone up to? Find out which questions are inspiring debate—and get perspective on your areas of interest from people around the world.

[Join – See Your Questions]

Ego/Passion

Your kindergarten teacher was right—you’re special. No one else has had your life experience, whether it’s running a business, raising a family, or beating Super Mario Bros. in five minutes flat. Other people would love to know what you know, which is why we created Ask Community. Here’s why you should join:

  • Answer questions tailored to your smarts. Whether your area of expertise is baking the perfect cupcake or your no-fail cure for the common cold, we’ll send you questions based on what you love to talk about.
  • Go ahead. Ask anything. Hey, even Albert Einstein didn’t know everything. If you’ve got a burning question, share it with us! We’ll find the best people to answer it.
  • Stay in the know.  Find out which questions are inspiring debate—and get perspective on your areas of interest from people around the world.

[Join – See Your Questions]

Experience/Expertise

Whether you’re a high-school dropout or a triple Ph.D, life has probably taught you a few things you didn’t know—and weren’t expecting. Share your experiences, good and bad, with others by joining Ask Community. Here’s why you should sign up:

  • Answer questions tailored to your smarts. Some of us like physics, some of us are great with dogs, and some of us haven’t met a car we couldn’t fix. We’ll make sure the questions you receive deal with the things you care about.
  • Go ahead. Ask anything. We all can use a little help from time to time. If you’ve got a burning question, share it with us! We’ll find the best people to answer it.
  • Learn something new.  Find out which questions are inspiring debate—and get perspective on your areas of interest from people around the world.

[Join – See Your Questions]

Helping a Cause

Whether it’s sickness, poverty, hunger, or education, we all have the causes that matter to us and to our future as a planet. That’s why Ask has set up our Community to donate to your favorite charity every time you ask a question. Here’s why you should join:

  • Answer questions tailored to your smarts. Whether your area of expertise is baking the perfect cupcake or your no-fail cure for the common cold, we’ll send you questions based on what you love to talk about.
  • Go ahead. Ask anything. No one has all the answers (and that’s coming from a search engine!) If you’ve got a burning question, share it with us. We’ll find the best people to answer it.
  • Stay in the know.  Find out which questions are inspiring debate—and get perspective on your areas of interest from people around the world.

[Join – See Your Questions]

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