 Posted: Fri 13:48, 08 Nov 2013 Post subject: woolrich outlet online Copywriters In Ireland Are |
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| Gerald Powell
Submitted 2013-05-08 13:05:37 But why on earth would anyone buy this from you? The above is a question that always gets me into trouble with clients. And yet I know if I don't ask it, I'll be missing out on something important. Now, let me share a secret with you. Back in the lean 1980's in Ireland no self-respecting marketing copywriter would consider him/herself properly armed to write copy for a sales letter or promotional brochure without knowing at least two or three 'USP's' for the product or service that he/she [url=http://www.villazuki.it]woolrich outlet online[/url] was being asked to write the copy for. What those three letters: 'USP.' stand for is 'Unique Selling Point'. [url=http://www.burnabystorage.com/barbour.php]barbour italia[/url] And believe me, if a product or service didn't have a bevy of unique selling points to support it, it was in dire danger of being classified as a dead duck before it ever got the chance to float in the market. The copywriter's task was to present his reader [url=http://www.rtnagel.com/louboutin.php]louboutin[/url] with as many USP's as possible and the copywriter's skill was to assemble these USP's in the correct order so [url=http://www.burnabystorage.com/barbour.php]barbour sito ufficiale[/url] as to create the maximum appeal to the maximum number of readers. Those were the days when 'USP-packed' headlines such as 'Ten reasons why you should buy now', were commonplace. Those also were the days when often there were so many USP's included in a client's brief that the great difficulty that a copywriter was often faced with was identifying the No.1 USP... the best one... the top one to use in the headline. A formula which I developed to help to quickly and accurately identify the No.1 USP for my copy was to adopt a tone of amazement and ask my [url=http://www.sandvikfw.net/shopuk.php]hollister outlet sale[/url] clients a very blunt question: "But why on earth would anyone buy this from you?" 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For entertainment purposes 6. [url=http://www.skoda-witzke.de/woolrichoutlet.php]woolrich online shop[/url] To increase their wealth Okay. Let's have a [url=http://021fone.com/home.php?mod=space&uid=10265][/url] quick look at these six reasons and see how important they are to today's buyers in Ireland. 1. Basic needs Basic needs are easy to understand. These are the things we need to survive. On a personal level this includes food, shelter and suchlike. On a business level these are the basic elements required to do business, such as materials & labour. If you are selling a basic need you can expect price to be a major factor. People don't want to pay extra for their basic needs; they want to save that money for more interesting things. How important is the price of basic needs to today's buyers in Ireland? The answer is that price is more important today than it has been for a very long time. Looking ahead to 2013 we can expect low price, good value and quality to become the most important USP of all for a copywriter to sell with. 2. Convenience: We all like saving time [url=http://www.matsue-yado.com/otoku/clip.cgi]moncler outlet Home Made Ener[/url] and money, so anything convenience that saves us time and effort is desirable. Paying for convenience is acceptable when we want to spend our time and effort doing things we like. That's why in the [url=http://www.lotogame.fr/louboutin-pas-cher/]louboutin[/url] time-starved Celtic Tiger era in Ireland a huge number of people were prepared to pay way above the odds for convenience. Not any more! On its own, it's hard to see 'convenience' as a great USP for a copywriter to use in 2013 when more people have more time on their hands than ever before. Best leave it alone for the time being and [url=http://www.burnabystorage.com/barbour.php]barbour milano outlet[/url] stick with low price, good value and quality. 3. Peace of Mind Peace of mind is something we all want. This is about buying security. The motivation is very similar for personal and business situations. We want to know we are safe, so we buy locks for the [url=http://www.literaturepan.com/its-too-hot-to-say.html/comment-page-1#comment-303541]Le Mercantour et la Chine pour se reconstruire après Texas Cagnes-sur-Mer Nice-Matin[/url] door and security alarms and insurance. In Celtic Tiger Ireland, when many had lots of money to spare, 'peace of mind' was a marketing copywriter's dream. Those were the days when I had a field day writing copy to sell health insurance for pets - but those days are gone now. Best stick, for the time being, with talking about low price, good value and quality. 4. Appeals to Image or Ego Never underestimate the power of the ego. People are vain. We all love to look good and we certainly don't want to be looked [url=http://www.riad-marrakesh.fr]abercrombie pas cher[/url] down upon or felt sorry for. We buy many things either because we like them (our own self-image), or because we think others will like them. What we are talking about here are emotion-based decisions. Logic has no place here, it's all about how something makes us feel good. Gone! In these straitened times appeals to image or ego are not the sure-proof success formula that they used to be. Even those people who have money to spend on their image or ego are reluctant to do so nowadays, for fear of standing out and making themselves unpopular among their family, neighbours and peers. Take my advice, stick with talking about low price, good value and quality. |
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