Page 146 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

the word “gospel”—describing data quality in an early draft of the
letter—was changed to “accurate.” I also used the simplest language
possible. That meant short words, and short sentences: in the letter,
the average sentence was just under 15 words; in the brochure, it was
just under 14.
Behind the benefits copy was a set of four psychological triggers
designed to tap into the reader’s deep-seated drives. Fear: of
making a bad decision through being ill-informed, and the negative
consequences that would flow from it. Anger: that some websites
would be palming off unchecked data as reliable when it wasn’t,
so taking them for a fool. Salvation: in the sense that simply by
subscribing they could remove worry and doubt from their decision-
making. And lastly, flattery/exclusivity: that they would be joining a
worldwide group of highly respected senior managers.

In practice

• Use the simplest language you can to ensure your reader is

thinking about life with your product, not reaching for the
dictionary.

• Remember, what you say is more important than how you say it:

international managers (who are, after all, local managers from
their own perspective) all ask the same question: “What’s in it
for me?” And they always will.

100 GREAT COPYWRITING IDEAS • 137