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Copywriters - So What’s On Your Customer’s Mind?
By Kevin Francis | March 31, 2008
Just back from Pete Godfrey’s “Master Class 2.0″ in Brisbane this weekend. Great stuff and I’ll be sharing a few tips with you over the coming days.In the meantime, here’s a great little illustration of legendary copywriter Robert Collier’s principle of “Entering the conversation already going on in your prospect’s mind”.
On my morning walk I pass a branch of the mortgage broker Mortgage Choice. They have video screens in the shopfront window playing relevant advertising messages.
Today, the ad playing went something like this…”Interest Rates Are Going Up…Time To Manage Your Mortgage…The Mortgage Choice Maximizer Will Save You Money”.
Now, in Australia at the moment, rising interest rates are a big issue (might seem strange to, say, North American readers where rates are going down, but the economy here remains strong and inflation is a problem). So that first line immediately connects with the reader and there’s a logical progression from there to the call to action (call in and see your friendly Mortgage Choice broker).
Simple, but I think very effective. Looks like the copywriter knew what they were doing.
Got some more headline “Mini Case Studies” for you from my recent travels coming up. The next one will most likely offend some sensitive readers (!). You have been warned!
Topics: Copywriting, Marketing |
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