Page 192 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

“Why wouldn’t you want to store your wine perfectly in the
safest place on Earth?”
And it’s even signed by Laurie Greer, Cellar Master at Corsham
Cellars.
On its own it does a great job of allaying, or starting to allay, the
prospect’s fears for their wine. The speech marks around it and
the byline provide added believability, especially given that they’re
facing a picture of Mr Greer himself, looking every inch the safe
pair of hands you’d want guarding your wine. The ad refers to their
financial security, to the number of collectors who already trust
them, and to the fact that this is “the only commercially accessible
facility on Earth where you’ll find [perfect cellarage].”

In practice

• Raise the specter of the thing your reader is worrying about, but

do it gently. Make them too anxious and they’ll turn the page
just to be rid of the unpleasant emotions you’re conjuring.

• Show them, quickly, how you can take their pain away. And

provide every kind of reassurance you can that what you say
is true.

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