For all of you aspiring copywriters out there, let me give you a few tips that will undoubtedly improve your skill-set. When you go out to the store, it could be for clothing, food, home supplies, or anything for that matter, before you purchase your item(s), ask yourself this:
"Why did I select this brand over its' competition?"
Honestly, describe exactly why you decided to go for one brand over another. Is the product you picked objectively superior to the other brand? If you think so, can you prove it? Probably not. What you'll find most of the time is that you will often select products based not solely on price or objective superiority, but you'll select products based upon some emotionally based preconceived notions.
Let me give you a personal example about automobile gasoline. In my area, the Arco gas station is typically the cheapest brand and I'll fill up there; however, when Shell or Chevron happens to be about the same price as Arco, I'll opt to fill up at Shell/Chevron over Arco.
Why in the world do I do this? Well, I don't know much about gasoline, so in point of fact, I don't have any real idea whether Shell/Chevron is better or worse than Arco. What I do have; however, is an emotionally based preconceived notion engendered through various and sundry advertisements. Chevron's narrative "Chevron with Techron" and Shell's "care for your car" rhetoric frames their product, through tacit implication, in such a manner that my mind associates it with objective superiority.
By asking yourself these types of questions on a regular basis, you will become more adept at crafting your own persuasive sales copy.
"Why did I select this brand over its' competition?"
Honestly, describe exactly why you decided to go for one brand over another. Is the product you picked objectively superior to the other brand? If you think so, can you prove it? Probably not. What you'll find most of the time is that you will often select products based not solely on price or objective superiority, but you'll select products based upon some emotionally based preconceived notions.
Let me give you a personal example about automobile gasoline. In my area, the Arco gas station is typically the cheapest brand and I'll fill up there; however, when Shell or Chevron happens to be about the same price as Arco, I'll opt to fill up at Shell/Chevron over Arco.
Why in the world do I do this? Well, I don't know much about gasoline, so in point of fact, I don't have any real idea whether Shell/Chevron is better or worse than Arco. What I do have; however, is an emotionally based preconceived notion engendered through various and sundry advertisements. Chevron's narrative "Chevron with Techron" and Shell's "care for your car" rhetoric frames their product, through tacit implication, in such a manner that my mind associates it with objective superiority.
By asking yourself these types of questions on a regular basis, you will become more adept at crafting your own persuasive sales copy.
