Page 209 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

98 TAP INTO PEOPLE’S
ASPIRATIONS

I’m an advocate of long copy. But there are certain products and
markets where you really don’t need to say very much. Think of
luxury goods: watches, cosmetics, fast cars, couture. The ads you
see consist almost entirely of an achingly beautiful shot of product
X, often worn/posed next to an equally drop-dead gorgeous model.
Maybe even a celebrity.

How many words do you get? A dozen? Three? Just the product
name? In the world of aspirational marketing, you really don’t need
to spend hours describing the benefits of your product. It’s there,
flashing on and off in your reader’s brain: “You too could be one of
the beautiful people. If you buy this thing.”

The idea

From a Swiss watch company
Two men stare out of the page at you. They are clearly father and
son. The older of the two is immaculately groomed. He wears
an expensive-looking suit and crisp white shirt (though no tie).
Mid-forties and clearly in good shape, he has a confident, vaguely
flirtatious smile that says, “I have it all. But that’s cool. I don’t need
to shout about it.” The younger of the pair also has lovely hair. He
wears what looks like a cashmere sweater and a similarly confident
smile. His says, “I don’t have to worry about much in life. Can you
imagine how great that feels?”

The copy runs to exactly 16 words on a full-page ad. It suggests (I’m
paraphrasing) that you don’t really ever own this watch. You are just
holding it in trust for your children.

200 • 100 GREAT COPYWRITING IDEAS