Page 200 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

Another client has segmented their customers according to a range
of variables including propensity to pay by direct debit, sensitivity to
price, and engagement with the brand. Those three variables enabled
me to write subtle variants on the same basic copy, addressing each
segment’s likely motivations and objections. More intelligence.
The possibilities offered by digital print open up still further
creative avenues. For a client who themselves are digital printers
and wanted to demonstrate the new technology to advertising and
design agencies, I wrote a simple postcard. The image was a back
view of a fairly androgynous model with their left arm extended, on
which was a heart tattoo with the recipient’s name. The headline?
“Does your work make your clients feel this good about you?” A
second postcard in the campaign had people (actually the client’s
own staff) writing the recipient’s name with sparklers. Headline:
“Sally, do your creative ideas make your clients go ooohh?”

In practice

• Everybody likes to be treated courteously and using your reader’s

name is a no-brainer. If you collect more information about
them, try to use that too. But always think “How would I react if
I read this?”

• Remember there’s a big difference between personal and

personalized. Calling your reader by their first name then
writing boilerplate copy is more likely to annoy than engage.

100 GREAT COPYWRITING IDEAS • 191