Content
Whether it be for websites, marketing pieces, product descriptions, or ad copy, attention is exercised to maintain close adherence to voice and usage guidelines. The writing sample below is a press release for the Minneapolis Electric Bicycle Company.
It's our assumption that in the near future we'll be required to rely less heavily on fossil fuels, either because of dwindling resources and resultant high prices, or because of their large carbon footprint. We maintain that the electric bicycle is poised to figure prominently in the response to this looming transition, as it's perhaps the most efficient, healthy, and inexpensive transportation option available. A traditional non-electric bicycle burns food calories as you power the bike. Food calories are in most cases more expensive and require more fossil fuels to produce than their equivalent in electricity. An electric bike shares the load with you, thereby letting you burn fewer food calories and by extension, less fossil fuel.
What it is: A six-speed bicycle with a battery and a small motor in the rear wheel. Legally classified as a bicycle, no special permit or license is required.
How it works: Exactly like a bicycle, except the assist makes the pedaling easier. It also has a twist throttle like a motorcycle that provides additional power on demand for hills or head winds.
How fast: It's capable of 20mph under it's own power- the limit for bicycle classification.
How far: On average one can travel 40 miles on a charge, pedaling with assist.
How much: $1,549 retail.
Lifestyle Cue
The product is designed for urban transportation where short trips may be made by bicycle. With the addition of racks, baskets, or panniers, the electric bicycle makes light work of hauling and is ideal for transporting groceries and other cargo. As such, it may supplant the car in many circumstances, and encourage other positive changes in lifestyle. For example, shopping on a bike makes one more likely to shop closer to home, supporting local businesses and creating awareness of community resources. Adopters of electric transportation prepare the way for the necessary transition away from fossil fuels. Our hope is that small changes in habit and perception will have people leading lives that are healthier, better connected to their community, and environmentally sustainable.Why Electric Bike?
The electric assist provides an opportunity to ride a bicycle when conditions would otherwise prevent it, such as physical limitations or simple laziness. Unlike a traditional bicycle, the electric bike allows you to choose a comfortable level of exertion. Unlike motorcycles and scooters, they produce no emissions, do not require a special license, are less dangerous due to their slower speed, and operate at a fraction of the cost.It's The Battery
Many remember former Chrysler CEO Lee Iacocca's electric bike of the late nineties. Indeed electric bikes and cars have been around for a long time. Always the limiting factor has been the batteries. Whether because of performance or price, the batteries have traditionally kept electric vehicles from taking to the streets. Only in recent times have lithium batteries started to appear in electric vehicles. Even more recent has been the appearance of the Lithium Iron Phosphate batteries. These have many advantages over other kinds of batteries. Most notably they are more durable, stable, flexible and non-toxic. They are what give our bikes their impressive range and performance.Case Study (true story)
Jack was never an avid cyclist, yet he was attracted to the idea of commuting to work by bike. He liked the idea of riding to work with some of his cycling co-workers, but he didn't feel he was fit enough to keep up and he didn't want to arrive at the office drenched in sweat. Then on a friend's suggestion he bought an electric bicycle and he discovered he could make the daily commute easily without excessive physical exertion. Even so, the simple change of getting out of the car and onto his bike resulted in his losing fifteen pounds in six weeks. It also gave him a new enthusiasm for cycling that extends to lobbying city officials for increased bicycle-friendly infrastructure. When asked if Jack would have ridden a bike at all had he not bought an electric bike, the friend said, "definitely not".