Great Copywriting Example

Ahhhh copywriting... god I love good copywriting.

This is a sub headline from a full page ad I tore out of an airline mag over a decade ago. The headline is 𝗗𝗶𝗲𝘁 𝗖𝗵𝗲𝗮𝘁 but I didn't want to put that in the image as I thought it may get blocked (maybe it still will because I have written it here?).

Anyway this article is full of great copy listen to this...

"𝘈𝘧𝘵𝘦𝘳 𝘫𝘶𝘴𝘵 𝘵𝘸𝘰 𝘥𝘢𝘺𝘴 𝘰𝘯 [𝘱𝘳𝘰𝘥𝘶𝘤𝘵 𝘯𝘢𝘮𝘦] 𝘮𝘺 𝘣𝘰𝘥𝘺 𝘣𝘦𝘨𝘢𝘯 𝘵𝘰 𝘳𝘦𝘭𝘦𝘢𝘴𝘦 𝘮𝘰𝘳𝘦 𝘰𝘧 𝘵𝘩𝘦 𝘯𝘢𝘵𝘶𝘳𝘢𝘭 𝘧𝘢𝘵 𝘣𝘶𝘳𝘯𝘪𝘯𝘨 𝘩𝘰𝘳𝘮𝘰𝘯𝘦, 𝘨𝘭𝘺𝘤𝘢𝘨𝘦𝘯... 𝘐𝘵 𝘮𝘦𝘢𝘯𝘵 𝘐 𝘸𝘢𝘴 𝘣𝘶𝘳𝘯𝘪𝘯𝘨 𝘤𝘢𝘭𝘰𝘳𝘪𝘦𝘴 𝘢𝘶𝘵𝘰𝘮𝘢𝘵𝘪𝘤𝘢𝘭𝘭𝘺 𝘢𝘯𝘥 𝘤𝘰𝘶𝘭𝘥𝘯'𝘵 𝘴𝘵𝘰𝘳𝘦 𝘧𝘢𝘵 𝘦𝘷𝘦𝘯 𝘸𝘩𝘦𝘯 𝘐 𝘥𝘪𝘥 𝘦𝘢𝘵!"

When I teach copywriting I often use this ad as a master class. One secret copywriting tactic is to demonstrated incredibly well in the ad.

The tactic is 'selling the benefit beyond the benefit'.

𝗬𝗼𝘂 𝗺𝗮𝘆 𝘁𝗵𝗶𝗻𝗸 𝘁𝗵𝗮𝘁 𝘁𝗵𝗲 𝗯𝗲𝗻𝗲𝗳𝗶𝘁 𝗼𝗳 𝗮 𝗱𝗶𝗲𝘁 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗶𝘀 𝘁𝗼 𝗯𝗲𝗰𝗼𝗺𝗲 𝘀𝗹𝗶𝗺 𝗿𝗶𝗴𝗵𝘁?

But the deeper need of someone who wants to be slim is likely to be desired... To get the partner of their dreams, to get the job they've always dreamt of, to have children... so those things are highlighted in the ad, even better as a quote, "𝘐 𝘩𝘢𝘷𝘦 𝘢 𝘧𝘢𝘯𝘵𝘢𝘴𝘵𝘪𝘤 𝘳𝘦𝘭𝘢𝘵𝘪𝘰𝘯𝘴𝘩𝘪𝘱 𝘢𝘯𝘥 𝘵𝘩𝘦 𝘯𝘶𝘳𝘴𝘪𝘯𝘨 𝘤𝘢𝘳𝘦𝘦𝘳 𝘐 𝘢𝘭𝘸𝘢𝘺𝘴 𝘥𝘳𝘦𝘢𝘮𝘦𝘥 𝘰𝘧".

What do your clients really desire?

Howard

As well as business and marketing I coach and mentor many people re their personal and professional lives. If you want to explore your personal development or an issue that's keeping you stuck, I'd be very happy to have a chat with you, to do so contact me here