Page 100 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

The problem is, I think, that “costly” carries a negative association
of “too expensive.” You can hear someone boasting over dinner that
“Yes, it’s an expensive suit, but you should feel the quality.” Nobody
will be crowing that, “I’ve just bought this really costly suit.” In the
case of “expensive” versus “costly,” you’d do well to choose the latter
if, let’s say, you were promoting an alternative to “costly” insurance
premiums.
Or suppose you were writing copy to sell training courses. You have
a basic course and a more advanced course. “Basic” is no good. Your
prospect is likely to think, “Well, I’m not basic, so I’m not buying.”
Even though it might be perfect for their skill level. People always
want to trade up, especially if they’re currently at the entry level.
So we might retitle our basic course, “Introduction to . . .” or even
“Fundamentals of . . .” The product, like our 10oz latte, stays the
same, but you give it a name that makes people want it.

In practice

• When you’re choosing a product name, ask yourself, “Would I be

happy asking for this in public?”

• Try to give your products or services a name that in itself implies

the end-benefit, rather than being merely descriptive.

100 GREAT COPYWRITING IDEAS • 91