Page 160 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

of the low-hanging metaphor, its companion image can’t be far
behind. But there is an alternative.
If I were selling said sales support software now I would choose one
of the following angles/images:

• A story about one individual sales executive, call her Sally, with

details of just how much her performance improved, coupled to
a quote from her and, yes, her picture.

• Screenshots of the software, maybe on a laptop in someone’s

car or on their cellphone, with copy explaining it’s as mobile as
you are.

• A picture of a shiny BMW with a caption, “That Most New

Business Award just got a whole lot closer.”
Prosaic? Possibly. But original, yes. Distinctive, certainly. Not seen a
thousand times already by the prospect, definitely.

In practice

• Avoid any image idea that arrives unbidden in your brain.

If you’re finding them that easy to come by, so is everybody else.

• If you believe your product to be boring (I have heard plenty of

people tell me this), consider showing it in use. Remember, the
person who’ll be buying it probably doesn’t think it’s boring.

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