Page 144 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

just how this fact translates into more facts, about performance—
crucial in the sports car market—fuel consumption (less so) and
emissions (a nod to the green lobby as you splurge your inheritance
on Stuttgart’s finest).
When you write your own copy, dredge up as many facts about
your product as you can. If you publish subscription products:
newsletters, magazines, newspapers, or websites, tell prospective
subscribers how many of their peers already subscribe. If you offer
a service that saves businesspeople money, calculate and then
explain—precisely—how much money they’ll save. And over what
period. If you offer some life-improving product or service, dig up
some facts that prove it works.
You could even set your facts in a separate section of your ad or web
page. Under a heading reading, “Ten facts about the new wonder
widget that prove it’s better.”

In practice

• The key is research. Talk to the people who create the product

you’re selling. Find out as much as you can about it.

• Try to avoid bombarding the reader with too much information

and too many numbers. Sometimes what you really need is a
single killer fact that will convince on its own.

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