Page 162 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

Fast-forward a few years and as I sit here writing the book, Cos
strides up to our front door and pops a flyer through the letterbox.
Any excuse for a break, I think, and jump up to retrieve it. Here’s
the headline, a good one:

Did you know we maintain all makes and models of
vehicles not just Lotus?
I guess that’s a pint or two of oil he owes me.
He reinforces the message with a simple array of logos for the makes
he covers, ranging from Peugeot and VW to Jaguar and, because I
guess a little cachet is always needed, Aston Martin. To get past
the inertia barrier, Cos also offers a free 20-point Winter Check, a
simple but effective offer and well-timed given that it’s January as
I write this.

In practice

• A simple little exercise is just to ask yourself, “What assumptions

are our customers making about us?” Then correct them—you
might sell more to them.

• Ask, too, what assumptions non-customers are making that

prevent them from becoming customers. Definitely correct them.

100 GREAT COPYWRITING IDEAS • 153