Marketing copy is just another way of saying, “I love you.” At least it should be. Your target audience doesn’t really care how you got started, where you are (unless you’re business is local), or how many awards you have. OK, those things are kind of nice but can’t you wait until they invite you to their party?
Your audience initially wants to know, “Can you solve my problem or answer my question?”
How long you’ve been in business and how many awards you have can lend credibility. Today’s impatient, fast-twitch, gotta-have-it-now customers give you very little of their precious time to convince them they should do business with you. Grab them FAST!
BE CONCISE, BE COMPELLING, AND GET THEM TO TAKE ACTION
The currency of conversion on the web or in print consists of only two things: words and images. Use them to speak to your audience, woo them, and promise them that they won’t be sorry for choosing to love you. Use words and images to speak a shorthand that your audience instantly understands.
View the Starbucks campaign below and contact me today to get started on your project!
Gravitate had a gig from Edelman to produce the design for an email campaign for Starbucks. I was totally, like, “Hey, I’m a writer. Did you offer to write the copy for them?”
They were all, like, “No.”
The main thrust of the piece below was to engage the readers olfactory memories and, since the event was only open to select media, to evoke the idea of the participants being taken into special confidence.