Page 136 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

I should mention this invitation is being sent only to those
who fully appreciate the finest in all things, from guns to
dogs, wines to fly rods.
It does several things at once. It positions the offer as exclusive. Not
everyone is receiving it, so it falls into the same category as all those
other luxury goods the reader either desires or possesses. The idea
that the reader has impeccable taste is the core of the message and
one difficult to reject as not applying to them. Finally, and in a very
subtle way indeed, it suggests that in not subscribing, the reader
would be “not quite the right sort.” Given the aspirational nature
of the purchase for anxious-to-fit-in hedge fund managers and the
like, we felt this was a killer.
I once started another letter, to executives who made a lot of business
flights, “As someone who spends a fair bit of time in the air, you’re
used to seeing further than other executives.” Same idea with a
twist, in that they literally see further, from 30,000 feet up.

In practice

• Flattery gives you an opening, but be subtle; despite Disraeli’s

injunction, troweling it on may be counterproductive.

• Use your common sense: poor people will be unimpressed by

copy suggesting they have huge financial acumen. Call them
careful with their money though and they’re more likely to give
you a hearing.

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