You’ve heard the old saying, “It tastes like chicken” right? It’s when you try to explain something new to somebody, like how crocodile tastes, so you say, “It tastes like chicken” so the other person gets it straight away.
It’s the same in copy.
You compare what is known to what you are selling (the unknown).
- That’s why when I wrote the copy for an anti-snoring device, I compared it to a mouth-guard like footballers wear.
- When I was selling a product that helps varicose veins, I compared it to just pulling on a sock.
- When I was selling an anti-cellulite treatment, I compared it to getting a massage.
And the list goes on.
That’s why journalist will say, “It’s the size of a football field” when explaining some asteroid that’s hurling through space, preferably not on a direct course to earth.
Or they’ll say, “For the cost of a Big Mac” when describing something low cost.
Or they’ll say, “Hail the size of golf balls” to describe the impact of a storm.
Because it compares something unknown to something that is known, so the reader gets instant clarity, the words painting a vivid picture in the reader’s mind.
Great copy never confuses and
great copy explains itself as it goes along
So you need to paint a clear and vivid picture in your prospect’s mind about what your product is all about.
By comparing your product to something that is known and instantly recognisable, you get clarity and your prospect can actually see what you’re talking about.
Trust this helps…and let me know your thoughts in the comments below.
Cheers and enjoy your ride,
P.S. By the way, the “Tastes Like Chicken” click was just one of six distinct and very profitable copywriting clicks I revealed in last month’s Emotional Ad Writing Letter.
My members gorged themselves and ate their fill and smacked their lips in appreciation at the tasty treats on offer.
If you’re hungry and want to feast on a smorgasbord of proven, tasty copywriting treats; then click on the link below.
- Muhammad Ali’s Guide To Copywriting
- So, you wanna write your own copy do ya?
- Copywriting Salesmanship in Print
- Attention Spans of a Teenage X-Box Addict on a High Sugar Diet
- How to Write Better, Faster Copy
Pete Godfrey, The Wizard of Words, from rebel without a clue to one of the most in demand and highest paid Copywriters and Sales Strategists in Australasia… all with the power of his emotionally charged words that sell… Discover the “Secret Weapon” to increasing your Sales and Profits by downloading the valuable report "The Ultimate Copywriting and Marketing Secret" While you're at it, follow Pete on Facebook