Page 74 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

In the body copy I introduced three key elements for the collector.
The theme, “the monarchy.” The alloy, “22 carat gold.” And the
denomination, “five-pound.” And technical words to establish
rapport with the collector: “conjoint portrait”—meaning two heads.
“reverse and obverse”—meaning back and front. I deliberately used
the adjective “knowledgeable” to flatter the reader. And also, subtly,
to suggest that not buying would be an act of ignorance.
I also used a set of four bullet points, to break up the text and
introduce the benefits. Here’s one of them:

Join the ranks of the most serious collectors when you order
this rare coin: one of just five bearing a conjoint portrait of
the royal couple.
They used verbs, which engages the reader and encourages action.
And they stress the exclusivity and rarity of the coin—a big draw
for collectors.

In practice

• Whatever you’re selling online, write copy that engages

the reader’s attention instantly. You don’t have time to warm
them up.

• Use keywords not just because search engine optimization

is a good idea, but because reader optimization is an even
better one.

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