Because You Deserve It?

Posted on February 17th, 2009 by Larry Chase

One of the most effective direct response copy approaches is appealing to the reader’s innate sense of entitlement.
Why should you spend $45,000 on a car that gets you from here to there? Because you deserve a car that fancy, no? Of course the reader is going to agree with that copy and be grateful for the recognition, whether from an email, website or whatever.
This technique appeals to the ego and may not be as prevalent in B2B marketing, because the expenditure is usually a company’s fund, not one’s personal funds. But the expenditure of company funds does need to be justified to someone other than the reader (unless it’s his/her own business).
If the item or service sold is time-saving or money-saving by nature, the justification can be explained to one’s self and others.
Sometimes there’s a rationale for something that really is emotion or ego-based. LC

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at www.wdfm.com.