Page 164 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

likes and dislikes. So I borrowed from the V&A campaign. I couldn’t
go the whole hog and write a headline that said:

A great golf tournament with a pretty nice conference
attached

But I did feature the tournament on the front page of the letter, with
the lines:

And don’t forget the [conference name] Golf Tournament—
an ideal way to relax, get to know your peers better, and enjoy
some of that legendary Miami sunshine.

On the second page of the letter I returned to the sport:

As a delegate, you also get free entry to the [conference
name] Golf Tournament. At the Jefferson Country Club’s
breathtaking, pro-designed par 72 (7,416 yard) course, you’ll
play 18 holes of top-level golf. But you need to book now:
places are strictly limited. Simply register now then relax—
your FREE place at the Tournament is guaranteed.

We all knew that the golf would be a great inducement. And let’s be
honest, justifying it to the finance director was going to be a cinch:
they were the finance director. We gave them rational reasons for
attending in the form of business benefits. But I suspect the golf
was the true motivator for a goodly chunk of the delegates.

In practice

• Don’t overlook the fun elements of what you’re selling. You could

say “Buy this pen set for £12,000 and we’ll throw in a new car
free of charge.”

• Make sure your prospect has enough intellectual reasons for

buying so they can justify the purchase to themselves.

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