Breaking Down BuzzFeed’s Tasty One Top Sales Page

Breaking Down BuzzFeed’s Tasty One Top Sales Page

Unpopular opinion alert: I think BuzzFeed is a really smart company.

Yes, the company that built its reputation on listicles, clickbait headlines, and annoying viral quizzes. Oh, and those overhead cooking videos you get sucked into watching on Facebook once a week (admit it!):

BuzzFeed Tasty One Top

I’m talking about their video series called Tasty, which racked up 1.1 billion viewsin June alone. But it’s not just BuzzFeed’s audience-building skills that make them smart. It’s what they’re now selling to those audiences.

For example, did you know they released a Tasty recipe book last year that’s already sold over 150,000 copies?

That’s why I was fascinated last week when they announced their most ambitious product launch yet—an induction cooktop called the One Top that connects to their all-new Tasty app and cooks your favorite recipes for you.

That’s right—tell the app which recipe you want to cook and it will automatically adjust the One Top’s temperature and settings to follow the recipe. It’ll even tell you when it’s time to flip your pancake.

They created a sales page to pre-sell the One Top that’s full of lessons for anyone creating or launching products—and I’m diving deep into it in my latest copy breakdown!

Tip: If you’re on mobile, turn your phone to landscape for the best experience!

So, what do you think of the One Top sales page? Ready to buy one? Have doubts? Just hungry? Leave a comment below and let me know!
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  • Freyja Spaven

    Thanks Will!

    So many notes from this teardown!

    I always want to take some proper time to read through these – I love you took on such a biggie here! You highlight an important point that though “tech mumbo jumbo” makes some products blend into other knick-nacks of the same vain, words like “energy efficient cooking” actually stand out to Buzzfeed’s audience and legitimises their claims.

    Spotting inconstancies in messaging is such an important part of copywriting important which is often overlooked – ultimately, it affects the customer’s experience of the brand – I think there’ll be a few early adopters who won’t be able to actually use their stovetop :s

    Thanks again : )

    • Thanks, Freyja! Glad you found it useful. 🙂

      I’m definitely interested to see how the product is received once it ships!

  • Jeanny

    You do an outstanding job at giving examples that many copy writers, journalists, and entrepreneurs could refer to when promoting their own products. I especially loved your example of the lacking sub headline of One Top’s description, adding your questions and your replacement. Very helpful!

    Keep up the great work, I’ve bookmarked your website under “resources” on my laptop. I also really enjoyed your breakdown of Trader Joe’s superb copywriting! Please do more of Trader Joe’s–I’m very intrigued by their marketing (or lack thereof) tactics, and business strategy.

    Thank you!

    • Thank you, Jeanny! Glad to hear it was helpful.

      Definitely a lot that could be said about TJ’s—perhaps I’ll look for more to write on them soon. 🙂