Page 178 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

for any kind of reader, and in ads, emails, landing pages, Adwords,
or mailshots. Let’s take a few examples . . .

• Parents: do you ever worry about your kids’ education?
• Middle managers: people like us are the driving force in the

business, aren’t we?

• Home cooks: would you be interested in a foolproof recipe for

wow-factor chocolate cake?

• Retirees: is it time seniors were given more respect?
• Competitive swimmers: want to know how to reduce

turbulence?
Once you have their first nod, try to build on it with another one.
Then you need a little body-swerve to bring them around to your
point. “Well,” you say, “in that case, you may be very interested in
what I have to say next.” Or, “Of course you do, we all do. And that’s
why I have developed this foolproof way of . . .”

In practice

• Allay your reader’s fears that you’re about to sell to them by

asking them to agree with you on some inconsequential point.

• Or tap into their deeper motivation by suggesting something

they hold to be true and asking them to agree with that.

100 GREAT COPYWRITING IDEAS • 169