I’ve been unsparing in my criticism of financial institutions for their generally lamentable marketing and copywriting…
…so it’s only fair I should comment on an example that is more praiseworthy.
One that illustrates the Robert Collier copywriting principle of…
“Entering the conversation that’s already going on in the mind of the prospect”.
It’s a simple flyer from Westpac that I received in the mail for home and contents insurance.
The headline…
Floods. Cyclones. Bushfires. Theft.
Covered means covered.
Now, for non-Australian readers, 2011 has seen a number of unusually severe natural disasters, particularly in the state of Queensland.
And quite a few people have discovered that their property insurance didn’t cover what they thought it did.
So a bold statement like this is highly likely to get attention.
Of course, Westpac will need to back up that claim but assuming they do, then this particular piece of copy stands a good chance of converting well.
So, what’s on the mind of your prospective customers?