Home Smart 100 2012 Blurb Maker (SMART 100)

Blurb Maker (SMART 100)


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The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.

Blurb Maker (NSW)

This innovation initially came to life when…

Over a period of some 10 years, I wrote sales copy for product vendors. At least, my experiences in that time were what inspired it. I saw that most vendors require professional quality copy, but don’t have the budget for it. Instead, they write it themselves or don’t use copy at all. Both are ultimately detrimental to their sales and the brand. In late 2010, I came up with an idea for automating the creation of property descriptions for real estate agents and vehicle sales copy for car dealers.


The purpose of this innovation is to…

Allow product vendors to automatically generate quality sales copy without any copywriting experience, thereby reducing the cost of the copy and the turnaround time of its creation.

It does this by…

Allowing them to specify the details of their product, using a series of selection fields and text boxes, and the product generates their copy before their very eyes. It pulls relevant words, phrases, sentences and paragraphs from our library of professionally written copy, and pieces them together to suit the exact product specified.


This innovation improves on what came before because…

It’s the only software of its type in the world. Where businesses previously had to pay a lot of money for quality copy, or settle for substandard (or no) copy, they can now generate relevant, grammatically correct, engaging, compelling copy in as little as 45 seconds.

Its various benefits to the customer/end-user include…

Time savings (up to four hours per product), cost savings (they don’t have to spend the time or engage a professional copywriter), and improved enquiry rates on their products.


In the past, this problem was solved by…

Well, it wasn’t solved. Product vendors have had no choice but to write their copy themselves, engage a professional copywriter to write it for them, or simply do without copy. There is no product in the world that does what our product does.

Its predecessors/competitors include…

There are none! Until now, machine-generated copy has always sounded very unnatural, and not at all appropriate for actual sales copy.


It is made for…

Vendors of just about any sort of product. Initially we’re targeting car dealers and real estate agents, but our algorithm is adaptable to virtually any vertical (including job ads, accommodation copy, travel destination copy and eBay products). Note that the product also supports private sellers, but our target market for stage 1 is the dealer/agent market.


It is available for sale through…

It is available for sale through a website. It’s an online service with a monthly subscription revenue model. Already launched: www.carblurbs.com. Launching May 2012: www.propertyblurbs.com.

Our marketing strategy is to…

Promote directly to customers (e.g. direct mail, social media, strategic partnerships) and possibly to partner with car sales portals, real estate portals, online classifieds portals, and even search engines.



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