Page 95 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

41 SOUTHERN FRIED
PLANNING

When I’m planning a new piece of copy, I like to approach reader
response from three related directions: what I want them to know,
what I want them to feel, and what I want them to commit. Happily,
these give me KFC as a little mnemonic. KFC is a tasty little
memory-jogger because it drives you to consider your reader as a
human being, not just data.

You have to consider what combination of facts and feelings will
produce the results you’re looking for. And remember that feelings
are where all the buying decisions really get made. Sure, your
prospects will tell you they decided to order because they made a
careful evaluation of all the facts; but truthfully? They just felt it
was the right thing to do, then went looking for facts to support
that feeling.

The idea

From a large food manufacturing company
How many emails do you get in an average work day—20, 50,
100, more? At this manufacturer, their users were sending over
30 million every year. Of those, roughly ten million were cc and
not for action. Their employees were also spending around 12,000
hours a week in meetings. That’s not particularly exceptional for
large companies, but my client wanted to do something about it,
so they created a campaign to draw attention to the problem and to
modify employee behavior away from sending needless emails and
calling unnecessary meetings.

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