Page 210 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

The ad drills down to a basic human motivation: wanting to gain
higher social status. The whole premise is that by buying this watch
(and a very nice pair of accompanying cufflinks) you are becoming
the sort of person who has family traditions and inherited wealth.
People aspire to all sorts of things. Executives aspire to be promoted.
Musicians aspire to win prizes for their playing. Parents aspire on
behalf of their children. Does your product help them achieve their
aspirations? If it does, you have a golden lever you can pull with your
copy. The aim is to achieve a tone of voice that suggests that they
are well on their way and with the extra little help they get from
your product, those aspirational gates will swing wide open and
admit them.

In practice

• One technique you can use is to cite the number of people just

like your reader who are already benefiting from your product.

• Another is to relate the success stories of a few of your customers,

with specific details of just how much money, prestige, or fame
they have acquired as a result.

100 GREAT COPYWRITING IDEAS • 201