Page 78 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)
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The words that clinch it for me are “steamy,” “pud,” “melting,” and
“gooey”: all designed to get the reader’s taste buds exploding like
fireworks.
When people want stuff, crave it, you can bet they’ll find a way to get
it—even though they patently don’t need it. A friend of mine wanted
a sports car, even though he could use his wife’s car whenever he
needed it. Practicality had nothing to do with it. He just wanted
it. And take a look at the following list (by no means exhaustive,
incidentally) to figure out why.
• Physical pleasure.
• Social acceptance.
• High status.
• Freedom from debt.
• Excitement.
• Risk.
• Physical well-being.
• Respect from others.
• Better family relationships.
• To feel good about yourself.
• Sex (more, better, with different people).
In practice
• A simple technique, well, simple to know about at any rate, is to
paint word pictures. They don’t have to be long, or flowery, just
powerful.
• People often long for stuff they think they aren’t allowed to
have. So if you restrict supply in some way, you can have them
salivating at the prospect of a treat that could be withdrawn.
Unless they act now.
100 GREAT COPYWRITING IDEAS • 69
