Page 18 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

copy, painting a picture of Tuscan picnics, Ancien Régime Châteaux
in the Loire Valley, or wine tours around the Napa Valley. Trouble
is, you’ve left your reader cold and forgotten to sell them anything.
Waitrose Wine Direct do it differently. In a mailer I received at home,
the letter begins with some juicy lines to get me in the mood . . .

As I am writing this the sun is finally shining, the temperature
is rising and all I want to do is to be outside and enjoy a crisp
white on the hammock or perhaps a lightly chilled red as the
barbecue heats up.

So far, so good. Though I worry about drinking wine in a hammock.
But before it all gets a bit too “Year in Tuscany,” we get smacked
between the eyes with the first of many offers . . .

With its crisp and fresh style, Sauvignon Blanc is a great
summer white and the Summer Sauvignon Blanc mixed case
on page four is not only great value with £29 off but also a
fantastic crowd pleaser.

Ah. Good old-fashioned selling. Get the product in front of the
prospect. Describe it. Make the offer sound unmissable. And show
them how they can get kudos from their friends for serving it.

In practice

• Imagine you are face to face with your customer. Now write

a script for what you’d say. You can start off softly, but you’re
going to want to come to the point fairly quickly before they start
checking their watch.

• It’s fine to write copy that creates a receptive mood for buying.

Just make sure it doesn’t become an end in itself.

100 GREAT COPYWRITING IDEAS • 9