Copywriting: The Power of YOU
Even With Parity Items
For example, when selling a parity product like a floor mat for the entrance of a building, there doesn’t seem to be many personal ways to talk about it … Then again, here’s some copy from one seller:
Scraper Mat is designed for outside light traffic entrance areas with up to 50,000 people per year. Backed vinyl loop matting. Soft open mesh surface traps, holds and hides dirt and water.
And here’s copy for a similar product from industrial safety products cataloger New Pig:
When you need a scraper mat that provides outstanding performance as well as a distinct, upscale design, install a Waterhog™ Grand Premier Mat. This attractive rectangular mat with a single half-oval end is ideal for offices, restaurants, banks, supermarkets, hospitals, retail stores or anywhere that demands functionality and beauty.
Clearly, the second block of copy is the stronger and the primary reason is the inclusion of “you.” New Pig uses the direct reference to the reader to get from “Which is the best scraper mat?” to “Which is the right mat for ME?”
That’s a huge leap in the consideration cycle! Of course, New Pig takes it a step further and tells the reader who this mat is good for, listing all the locations that can benefit from having such a mat. Extra words to write? Sure! But they pay for themselves.
Think about your introduction letter. So many intro letters kick off with catalogers saying how great they are and how lucky the reader is to have access to all these products. Yawn! It’s only relevant if you can turn the message around to be about your customer first.
Headlines throughout your catalog also benefit from “you” or the written emphasis being about the reader’s needs, not about your greatness.