Part 2 of 3:
Use Copywriting To Create Exclusivity: A Quick Lesson
Each product and service can benefit from some level of exclusivity. Even if you deal in a commodity, you can create an exclusive or premium option of your product or service.
A Powerful Example From A Toy
Toys entertain. But they don’t save lives, they’re not intended to make life or business easier, and they can’t help a person or business earn or save more money.
Your product or service, on the other hand, probably does some of the above and is therefore more valuable than a simple toy.
Take back these examples and mix them into your own marketing.
- The most collectible doll in the world ™
“Collectible” is a good word. Something that is collectible implies exclusivity. This happens to be their trade marked tag line so they really want the corner on exclusivity.
- The cheapest doll I found here was $85. A few cost around $125.
Premium price implies premium product or service.
- Presenting the XYZ collector Gold Label Collection
“Gold Label” naming something makes it specific. Specificity can give the object weight. If it carries weight, it feels more real and believable. Which makes it easier for the customer to justify the purchase.
Also “gold” is seen as exclusive to many people because its rare and valuable. They used the word “collection” which implies collectible.
- Shown only at Toys R Us in this gilded armoire!
Powerful sentence. “Shown only” implies limited which implies exclusive.
“Gilded” – it’s gold which many desire and is rare. They want this gold effect to rub off on the dolls.
“Armoire” more specific words. They could have said case, glass case, or shelf. “Armoire” drips exclusivity compared to a plain old shelf.
- Produced in quantities less than 25, 000
“Less than” – rare and limited implies exclusive.
“25,000″ being specific again. What’s more believable? Limited supply or less than 25, 000 (for entire world)?
What doll is being sold here? Barbie of course.
Are you looking for more quick ideas for a current project check out:
Short copy sells complex products
Short copy sells ordinary products
Feel free to share your own examples in the comment area below.
Filed under: copywriting copywriter, direct marketing, marketing | Tagged: copywriting copywriter, direct marketing, marketing
