I get to hear this every a lot; that Emotional Direct Response doesn’t work to the more affluent market. This market is too sophisticated to be induced to buy with the use of emotionally charged copy. They’re too smart for that. Well excuse the French, but that’s just plain old Bull Shit!
Look, Emotional Direct Response works no matter who you target. From the executive on the 70th floor in his Armani suit to the Janitor in the basement in his overalls… Emotional Direct Response works just as well.
It’s just you have to adapt a few things to suit each market.
First, the whole look and packaging of your message changes from market to market. An eight page sales letter stapled in the top left hand corner works fine in certain markets. For other markets such as Corporate or the Affluent, you may have to package up your letter so it looks more appealing.
The second big point is your language. You use the language your market finds acceptable. For example, if I was writing to plumbers, the odd “ain’t” or “gonna” is fine. For other markets it would kill the sale.
BIG POINT: Just one word or phrase can kill the sale.
So you match your message, and the look of your message, to suit your market.
Here’s another BIG POINT.
There are certain words, certain phrases which get an immediate visceral response from your prospects. And it these words that you must use. That’s why the 4th step in my preparation is finding and making a list of all the Power Words and Phrases… those words and phrases that hit your prospects right in the sweet spot.
Here’s a small list of words perfect to use when marketing to the affluent consumer…
- Privileged few
- You deserve
- The Rolls Royce of
- Reassuringly Expensive
- Don’t settle for anything less
- For the discriminating few
- An obvious extravagance
… well you get the idea.
These are the words that immediately identify with the affluent consumer. It says your message is for them; and them only.
Because you must remember, selling is all about how your prospects feel. They buy for their own reasons. What they are actually buying is feelings… and that’s what you should be giving them in your copy. With the affluent, you are selling the feeling of superiority, of exclusiveness, of good taste. You’re appealing to their egos.
Sure, we all justify our purchases logically after the sale has been made. But the act of buying is emotional… that’s the key!
So with the affluent, convey a sense of exclusivity.
Get the old snob appeal into your copy. The words you choose and how you use them is critical to the success of your promotion. By selecting your words with a discerning eye, you’ll immediately bond with your market and you raise the odds of getting the sale.
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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