Page 96 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

Their HR department hired me to write copy for the campaign. Now,
you might think suggesting to busy workers that they spend less
time sending or receiving emails or attending meetings would be a
no-brainer. After all, everyone’s busy so they’d jump at the chance to
do less of this stuff. But we needed a strong hook to convince people
it was in their interests. After all, it can be a source of pride just how
many times your BlackBerry pings in a day (or even in a meeting).

I used KFC to create a framework for the copy. It went something
like this:

• I want the reader to Know just how big the problem is and how

their own productivity is likely to be affected.

• I want the reader to Feel aggrieved that their time is being

wasted and that they have the power to do something about it
themselves. And that there’s a delicious helping of “me time”
being gobbled up by all those meetings and emails.

• I want the reader to Commit to stopping sending unnecessary

emails and maybe talking to colleagues instead, and only calling
or participating in meetings if there’s a clear business reason for
doing so.

In practice

• Draw a three-column table labeled K, F, C. Now fill in the

columns with the facts, feelings, and actions you want to give,
elicit, and get from your reader.

• Beware of false feelings. Feeling that your product is the cheapest

on the market isn’t a feeling. It’s a piece of knowledge.

100 GREAT COPYWRITING IDEAS • 87