Saturday, September 09, 2006
Copywriting Tips: How Many Lattes Does It Take...
We’ve all heard the light bulb jokes (at least in North America): How many dogs (cats, Californians, psychiatrists, engineers...) does it take to change a light bulb? Well, in copywriting we tend to ask, “How many lattes does it take to pay for whatever we’re promoting?” We have many good reasons for asking this question. Often we find ourselves promoting a service to clients who are unfamiliar with what we offer. They carry around a mental price point that may have been accurate twenty years ago. For example, about five years ago a business magazine reported a range of career counselor fees from $75 to $150 an hour. Yet every so often a 21st century career changer will gasp, “I expected to pay maybe $35 an hour.” Sure, you can get lower-cost services. You may get lucky and find a gem. But more likely you get what you pay for. Meanwhile, our copy has to communicate the value of the service. Few clients want to hear, “That’s the going rate these days.” That’s where the latte comes in. You say, “My Special Report costs $27. That’s less than two weeks of lattes.” Now you’ve created perspective. A Report that saves hundreds of dollars (or helps you earn thousands of dollars) ought to be worth two weeks of coffee-and-milk concoctions. You’ve communicated, “Rates go up.” Some of us remember buying plain old coffee for fifty cents a cup – and that was a big deal. And you’ve communicated, “You get what you pay for.” A double shot pumpkin mocha latte costs a lot more than a plain drip coffee with extra cream. Or we’ll remind our clients, “Sure, you could make a latte at home. But how many of us have unused cappuccino machines, sitting idle and gathering dust? And isn’t it more fun to get out of your boring old kitchen and drink your coffee in a Starbucks?” Latte power. That’s what good copy is all about. So how any lattes does it take for a client to sign up? Less than we expect. And if your prospects drink tea, use the cable comparison: “Six months of premium cable with a DVR...” Let’s face it. The vast majority of our prospects and clients have no intention of giving up any of these lifestyle perks. They just want to understand our own value, in their own language. |
# posted by Cathy Goodwin @ 12:15 PM 
