Page 150 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

you while you slept. Here’s some of the copy that tuned into these
sleep-deprived, middle-class parents’ nightmare . . .

Do you dream of a full night’s sleep?
Remember those nights of unbroken sleep? Of waking when
you were ready, not your little one? We can bring them back
for you.
This is the opposite of fact-based copywriting—it’s all about emotion.
And sometimes it is the easiest to write—no need for AIDCA or any
other mechanistic approaches. Your prospects might be frightened
rigid by mounting debts; they might be consumed by wanderlust;
their heart might race at the mere thought of a gastronomic tour
of the world’s finest restaurants. Where you can satisfy a craving, a
want, rather than just a need, your job is immeasurably easier.

In practice

• As you plan your copy, look hard for the deep-seated cravings

that your product satisfies. Just be careful how you phrase it:
people don’t like their more base desires thrust in their faces.

• Even if your product is a nice to have rather than a must have,

if you can find a way to make it feel more desirable you engage
people’s emotions as well as their reason.

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