Why Should I Buy? — Product Descriptions

Why Should I Buy? — Product Descriptions

Once your headline has captured the eyes of a prospective lead, your description becomes the bite on the hook.

Dale Carnegie once said, “ It’s not enough to merely state a truth. If we truly want someone’s attention, we have to present that truth in a vivid, interesting, dramatic way.”

Let’s examine a few case studies from ad agencies who got it right.

A lot of folks will argue there is no right or wrong way, as long as it makes sales.

I disagree.

The most effective way to sell anything, is to draw upon human emotions. Period. You must present a deep sense of want.

Here’s how ThinkGeek pitched a BBQ Multi Tool:

“There is a person who is the hero of every BBQ or family cookout and that is the Grill Master. We always looked up to our Mom or Dad as they tended the grill and looked forward to the day when we could be in charge of charring the meatstuff and searing delicious slices of fresh pineapple. Now that we’re adults, it’s finally our turn and technology has smiled upon us, giving us a tool that is destined to impress.”

Intuitively Unintuitive

How many times did ThinkGeek actually mention the product they were selling? Once.

They weren’t selling a grill tool, they were selling one of human nature’s deepest desires, The desire to be important. Sigmund Freud once opined:

Everything you and I do springs from two motives: The sex urge and the desire to be great.” Sigmund Freud

Axe Body Spray is a great example of a campaign that drew upon the notion of lust.

Their TV campaigns barely showed their product. The protagonist sprays himself quickly with the cologne. Everything that followes is a risque draw upon the ‘sex urge.’

ThinkGeek drew upon the desire to be great. “The Grillmaster.”

Dale Carnegie writes, “There is one longing — almost as deep, almost as imperious, as the desire for food or sleep — which is seldom gratified. It is what Freud calls ‘the desire to be great.’ It is what Dewey calls ‘the desire to be important.’”

ThinkGeek nailed this important psychological effect with absolute precision.

Now, pardon me while I go buy their grill.

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