Watch your language

Watch Your Language!

by Pete Godfrey · 9 comments

Watch Your Language!

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
  • Exclusive
  • 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.

Related Posts:

About The Author

Copywriter, Sales Strategist - Pete GodfreyPete 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

{ 9 comments… read them below or add one }

Bonnie May 17, 2011 at 8:54 am

Great tips Pete!

Reply

Dean Kennedy May 17, 2011 at 8:56 am

Thanks Pete! I just love that “Reassuringly Expensive” phrase. It’s nearly like an objection to address, and can be truer than we sometimes imagine. If I’m online researching or out shopping and I see two items, one priced very low, I definitely start to wonder what’s wrong with it because it’s so damn cheap. The always fascinating realm of “why we buy”!

Reply

Gary May 17, 2011 at 9:10 am

Thanks Pete, a great lesson with great examples.

Reply

H|R May 17, 2011 at 9:25 am

Thanks Pete,

Great advice. Wealthy folk tend to enjoy to differentiating themselves from the flock by buying products associated with class and status – Rolls-Royces, or expensive wines for example.

I was looking at some ads for exclusive products by a famous Scottish copywriter called Ogilvy. His research showed him that those who often purchased these status symbols were new to money, and that those who were born into long lines of wealth (like aristocrats) were more likely to drive Range Rovers than overtly posh cars, as they were confident in their status.

Of course some people like to flaunt their wealth and don’t care one way or another about appearing classy – Geoffrey Edelsten with his ‘sexy’ number plate, and his young year old, heavily ‘augmented’ wife for example. But I guess he doesn’t care if old money finds him tacky and ostentatious.

In Australia there’re a lot of people who are new to serious money; often people who are into mining, online business or real-estate. There’s a good chance they might feel socially insecure regarding their status (particularly if they send their kids to one of those schools were nearly everyone’s parents and grandparents went to). Something us state school kids don’t have to worry about so much.

The lesson I learnt from your writing,Ogilvy and others, is that you might target your copy to prospects as they would like to see themselves, not neccesarily as they actually are.

Thanks
H|R (AKA Snow Leopard;>)

Reply

Rachel May 17, 2011 at 2:17 pm

Thanks Pete. Would you agree “How much is YOUR time worth?” is another one for the affluent consumer?

Reply

Christina May 19, 2011 at 2:08 am

Thanks heaps for that, that is totally excellent advice!

It remins me of that brand of bottled water called Bling that markets itself to the affluent and it cost $50 a bottle, for a bottle of water!

I read the hype on their website just for a laugh. Who ever knew that tere is actually a brand of bottled bottled water that can hold its own on the red carpet in Hollywood 🙂

Reply

H|R May 23, 2011 at 7:27 pm

Thanks for the laugh Christina… I’d like to know how many twits buy it.

Reply

Pete Godfrey May 19, 2011 at 7:06 am

Some smart folks reading this blog… thanks for the comments, I appreciate them!

Reply

Kurt Johansen May 19, 2011 at 10:42 am

I’m taking a bit of a relaxing day today.
An obvious extravagance.
But…
Gosh I deserve it !
Great post Pete. Again.

Reply

Leave a Comment

Previous post:

Next post: