Copy cannot create desire for a product. It can only take the hopes, dreams, fears, and desires that already exist in the hearts of millions of people, and focus those already-existing desires onto a particular product. This is the copywriter’s task: not to create this mass desire—but to channel and direct it.
—Eugene Schwartz, Breakthrough Advertising (Boardroom, 2004)
How to intercept a customer (or potential customer) from a competitor? In fact, “intercept” does not mean “to repel” or “take away” something from someone, or rather, this is not always the case. The situation may be something like this: a potential customer is already a little warm, that is, motivated to buy a product, because he has a certain problem and, perhaps, is even already looking for a way to solve it. Your business offers a solution to this problem in the form of a product. For example, satisfying hunger – bread, fast and constantly available communication – a mobile phone, etc.
Of course, you can think of this situation from the point of view of “when you get rich, someone somewhere gets poorer”, and in part, it is. In fact, if you do not offer a product to a client, there are two ways: 1) with low market saturation, the client may remain dissatisfied, since few people offer the product, 2) with high market saturation, someone else will seize the initiative. And none of these ways are interesting to you as a business.
Therefore, firstly, presence on the Internet. Secondly, high-quality presence on the Internet. — that’s what is needed.
And high-quality presence implies high-quality copy-writing.
Leave a Reply