Page 140 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

So, an invitation-only event for very important people indeed. The
language had to reflect the Economist brand, the unique (there’s
that word again) character of the meeting, and the participants’ own
expectations and sense of self-esteem, which we assumed would be
high. Here is the opening from the invitation:

Many speculate about the shape of things to come, but few
speak from a position of authority. The corporate and thought
leaders invited to take part in this roundtable have, more than
most, the experience and insight to make such a claim.
Contrasting the many with the few leaves the reader in no doubt
which group he or she belongs to. Referring to the reader in the
third person plural—which breaks one of my own cardinal rules—
works here, seeming aloof from the grubby business of direct
mail selling.
I also deliberately used a slightly arcane vocabulary—“academia,”
“a crucible for new thinking,” “alumni”—to reinforce the sense that
this would be no ordinary talking shop.

In practice

• If you are going upmarket, aim for a higher register than you’d

normally use—you get to break all the rules about short words,
and simple sentences.

• Ask your designer to use a classical serif typeface, Palatino or

Perpetua perhaps, with generous margins and leading. Buy the
best paper you can afford.

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