Articles
Why I screamed at my wife this morning
Published on 23/09/2004
What made you open this article? Were you intrigued as to what had really gone on? Did you want to find out if I was demented?
If you are like me, you will have read those long copy adverts that lure you in with an intriguing title, embrace you, empathise with you and gently persuade you to get your credit card out and part with your hard earned cash. It’s only words on a page. How is it done? What is the formula?
I have been finding out as I have got products that are ‘MUST HAVE!!!’ items if only I could arouse the hungry desire in Mr and Mrs Consumer.
Well the good news is that there is a formula – and it can be learned.
The title is the hook and definitely the most important bit of the advert or article. Even books have been sold on the strength of the title alone. People are interested in themselves and other people. It’s no accident that I wrote a title for this article with the word ‘wife’ in it. Intrigue, fascinate, attract, invite, puzzle or even trick your audience to want to read on.
The theme of the advert must appeal. Youth, Love, Success, Money, and Health are topics that most people are vitally interested in.
Avoid too many adjectives. Make your copy sharp. The greatest things in life are expressed in one-syllable words---love, hate, fear, home, wife, child."
Your advert should also have a clear purpose; a call to action. People like having their minds made up for them. Make things simple and state clearly what you would like them to do – right now.
Just to put your mind at rest I screamed at my wife with joy this morning as she had just heard that she had gained promotion at work.
