Why Your Clients Should Never Have to “Think About It”

READ THIS FIRST.

People are moving so fast now that they don’t have time to think.
They’re scanning, swiping, clicking, liking, tweeting and moving on at full velocity.
They’re making decisions based on feelings, not facts.
They are often choosing not because of what they think, but because of how something makes them feel.
What does this mean for your business?
If you want people to act, you must make them feel.
If they say ‘I’ll think about it’, you’ve lost them; they’re gone and on to the next thing.

Your fabulous, worthy, well-thought-out ideas might have logical foundations, but logic is not what will convince people to rally to your cause or click the “Buy Now” button. So begin everything from where your audience is. Set out to deliver to them the feelings they want to feel.

-Make Your Ideas Matter, Bernadette Jiwa

-

REMEMBER?

We talked about this last week, with the J.Peterman product descriptions.

HOW DOES IT PLAY OUT?

Don’t talk about facts. Elicit a desire. -

FOR EXAMPLE.

When copywriting for a recent client–a Pearl expert who travels the world in search of the perfect pearls–I didn’t immediately jump to the dimensions of her pearls. The colors of her pearls. The quality of her pearls. Or the way she strings them together. Instead, I wrote this:

: : :

The allure of pearls.

Is it the prestige?

The innocence?

The elegance?

The simplicity?

The unspoken sense of confidence?

…Or perhaps the soft spoken hint of seduction.

Whatever it is, one thing’s for certain: You’ll never be overlooked–but very much looked over. Covetingly. With envy. And evoking a magnetic irresistibility that’ll leave mouths agape, martinis unsipped and even the most composed woman in the room second guessing herself.

They’ll whisper: Who is she?

Yet, she won’t have to say a word.

Because her pearls?

Already said everything.

Genuine Cultured Pearls from The Pearl Girls.

Because while diamonds may be a girl’s best friend, pearls are her best kept secret.

TO MY WOMEN.

Who would you rather be?

The woman with the pearls…or the woman watching her?

It's free. Unlike the wine you drank last night.

http://www.pulseraproject.org/ Colin Crane

So, you seduced J. Peterman’s copywriter, stole away with his mojo, and one-upped him at his own game—illustration unnecessary. Brilliant secret agent work, you temptress.

I am also entertaining the possibility that said copywriter was in fact an exotic young female, a development which would make the above series of events even more thrilling.
- http://www.themiddlefingerproject.org/ Ash Ambirge
  
  Colin Crane! Great to see your face around these parts! How’s everything at The Pulsera Project???
http://twitter.com/FirstName_Galo GALO

Wow that sounds like something straight out of MadMen. Create the desire!
- http://www.themiddlefingerproject.org/ Ash Ambirge
  
  That’s what’s up.
http://twitter.com/fairgamehunting Mariska Anderson

I love how you manage to still be yourself, and therefore totally genuine – I’m still working on my ‘voice’ I guess, I probably just need to get on with it, and stop trying so damn hard!
- http://www.themiddlefingerproject.org/ Ash Ambirge
  
  Voice is tricky – but most people find that I’m the same in person. Try pretending you’re telling a story to your closest girlfriend – you wouldn’t start out with all sorts of stiff academic talk, right? Give it a whirl!
http://twitter.com/thewellfedsoul Jessica Rea

Ash ~ Brilliant yet again. I’m totally going to share this with a client of mine. She’ll love it!
- http://www.themiddlefingerproject.org/ Ash Ambirge
  
  Good! Let me know how it goes – I have had a few people sending over emails with their revised copy based off this post, and it’s been such fun to read!
http://twitter.com/sailorscorpio Meredith S

And suddenly I feel the need to search through my jewelry to put on my pearls! I almost NEVER feel that way, but now I feel like I’d be Marilyn Monroe stunning. I see what you did there. I like it.
- http://www.themiddlefingerproject.org/ Ash Ambirge
  
  Marilyn in the house
Marketing Expertise

I don’t know whether I’m surprised or disappointed you didn’t go for the lascivious double double entendre: How can a lady resist a genuine pearl…necklace?
- http://www.themiddlefingerproject.org/ Ash Ambirge
  
  HA.
Erika Kelly

God damn you’re good. Every.single.time.
- http://www.themiddlefingerproject.org/ Ash Ambirge
  
  THANK YOU.
MikaelShort

Damn it, I want the pearls… I completely second what Siita said. You’re amazing!
- http://www.themiddlefingerproject.org/ Ash Ambirge
  
  Thank you, Mikael! Pearls ARE pretty damn sexy.
http://briantomlinson.net/ Brian Tomlinson

Love it. Great post…that is the power of words at its best. Hell that makes me want to buy pearls for every woman I know.
- http://www.themiddlefingerproject.org/ Ash Ambirge
  
  Including me?
http://www.facebook.com/LisDingjan Lis Dingjan

And I thought it was only Leonard Cohen who could make we want things I didn’t even know I wanted
- http://www.themiddlefingerproject.org/ Ash Ambirge
  
  Thank you for the compliment, Lis!
Siita

One of the things I LOVE about your writing Ash is how your words paint pictures that nail the essence of the emotions evoking want and desire !
You don’t grease the road to sales you fill that road with red hot desire. That’s so powerful !
You are one talented writer Ash !x
- http://www.themiddlefingerproject.org/ Ash Ambirge
  
  Thank you so much, Siita! So happy you are loving your copy so far! Motorcycle woman.
Lyndsay Rush

“Because while diamonds may be a girl’s best friend, pearls are her best kept secret.” slam. dunk
- http://www.themiddlefingerproject.org/ Ash Ambirge
  
  Holllllllaaaaaaaaaaaaaaa.
http://www.facebook.com/kenneth.vogt1 Kenneth Vogt

Wow, I am a rather guys’ guy kind of guy and you made *me* want those pearls — and especially the woman wearing them. I understood it from Bernadette (it was very well stated). But I felt it from Ash. Way to make the point.
- http://www.themiddlefingerproject.org/ Ash Ambirge
  
  Now that’s what’s up! This comment made me smile so big.
http://twitter.com/IamCre8tiveSoul Erin Madore

I love this article and it makes total sense. Thanks for sharing!
- http://www.themiddlefingerproject.org/ Ash Ambirge
  
  Thanks for popping by, Erin!
Kevin

Hmmm…my first comment disappeared.

In case it got vaporized, here it is again:

Great point about the value of emotion. We don’t default to it often enough. Great advice.

How did that ad perform for your client, Ashley? Any data yet?
- http://www.themiddlefingerproject.org/ Ash Ambirge
  
  Nope! Just wrote it literally the other day.
http://www.facebook.com/joy.c.holland.9 Joy Christin Detor Holland

Love it! And, I’d rather be the woman who sold them to her, the one whom she refers to everyone she knows!
- http://www.themiddlefingerproject.org/ Ash Ambirge
  
  BANG!
Kevin

Great point on the value of obsession with emotion.

So much more powerful. We’re emotional creatures, after all.

How did this ad perform, Ashley?
- http://www.themiddlefingerproject.org/ Ash Ambirge
  
  Oops! Look like it did post after all!
http://twitter.com/AndiPerullo Andi Perullo, L.Ac.

Now I want pearls!!!
- http://www.themiddlefingerproject.org/ Ash Ambirge
  
  PEARLSSSSSSS.

Blog

Why Your Clients Should Never Have to “Think About It”

READ THIS FIRST.

-

REMEMBER?

HOW DOES IT PLAY OUT?

FOR EXAMPLE.

The allure of pearls.

Genuine Cultured Pearls from The Pearl Girls.

TO MY WOMEN.

It's free. Unlike the wine you drank last night.

Categories

It's free. Unlike the wine you drank last night.

Blog

Why Your Clients Should Never Have to “Think About It”

READ THIS FIRST.

-

REMEMBER?

HOW DOES IT PLAY OUT?

FOR EXAMPLE.

The allure of pearls.

Genuine Cultured Pearls from The Pearl Girls.

TO MY WOMEN.

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It's free. Unlike the wine you drank last night.

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It's free. Unlike the wine you drank last night.