Once upon a time I worked with a number of mortgage companies on lead generation.
Here is the progression that their appeals to the market followed. Each change increased results…
1. We can save you lots of money every month. It’s money you can use for anything…
2. We can save you $300 – $500 every month. It’s money you can use to pay off debt, get a new car, send a kid to college or remodel your home…
3. We can save you $300 – $500 every month. That’s like getting a $4000 to $7000 a year raise. You can use the money to pay off debt, get a new car, send a kid to college or remodel your home…
Most ace copywriters know that specifics out pull generalities and would have come up with version #2. But would you have come up with the “$7000 raise?”
Next time you are looking at the financial benefits your product or service provides, A) make the claim specific and B) Ask yourself, “What is this like…”
I’m sure that just taking the total savings and saying, “that’s a $4000 – $7000 a year savings” would have pulled better than merely stating the monthly amount. But comparing it to a “raise” really brought it home.
I was in an auto supply store not long ago and saw this line for an engine tonic, “It’s like pouring yourself a new engine.”
Very nice.
How can you use a comparison/metaphor to amplify the power of your copy?
“It’s like…”
?
