Page 113 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

50 ALMOST UNIQUE

“Unique” is one of a small but powerful group of words
characterized by their magnetic appeal to a certain type of copywriter.
Other members of this lexical junta include “fantastic,” “exciting,”
“amazing,” and “delighted.” As in, “I am delighted to inform you of
an exciting new development at XYZ company.” Like we care.

Paradoxically, the products I’ve seen that could truly claim to be unique
rarely do so. Perhaps the copywriter didn’t notice. Or was unequipped
with enough research to discover it. Then there are all those wonderful
moments where we find humdrum products described, variously,
as “quite,” “almost,” and “one of the most” unique.

The idea

From a legal publishing firm
A client of mine publishes legal textbooks. The one I have in mind
covers the reinsurance market. Reinsurance is that “belt and
braces” business where insurance companies take out insurance
policies on the risks they’re insuring. I’m not sure who insures the
reinsurers. Anyway, back to the point. The two major world centers
for reinsurance are London and Bermuda.

My client’s book is the only one to cover the reinsurance market in
depth in both jurisdictions. And as we know, when the word “only”
appears, the word “unique” can’t be far behind. That single feature
provided the platform for the whole brochure, from strapline to
headline, body copy to call to action. It worked because it was a) true
and b) a compelling benefit to the customer, who would only need
to buy one book (they’re not cheap).

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