Create a compelling story around your productYou elevate buying your product/service from an impersonal transaction to the spiritual process of joining a community by creating a story around it. For example, AirBNB isn't just an accommodation marketplace. isn't about belonging. According to their new credo, we used to live in villages where we were very connected to one another. Then the Industrial Revolution happened and our ties weakened. AirBNB is about rebuilding those ties and trust between people. Through sharing our spaces, washrooms, sometimes even our hairdryers.
❶ I'm a teleporter. I can instantly take you to the Gardens of Versailles, smell the cherry blossoms of Japan, inhale the salty air of Cape Cod.
Who I am? I'm DreamLuxe Diffuser. Every one of my spritzes takes you on a transatlantic journey.
Pssss...you're frolicking through the lavender fields of Provence.
Pssss...you're floating in clouds of cotton candy.
❷ For the next 72 hrs, get an essential oils starter pack and enjoy your trip around the world in 72 hours:
❷ Offer a time sensitive coupon to spur people to act now. Otherwise, even if your email piqued their interest, they may put it off and eventually forget.
The curiosity piquing story Wall Street Journal created to sell newspaper subscriptionsHere's how the Wall Street Journal used a story about two men to sell their newspaper subscriptions, activating the deep human desire to be successful. Not only successful but more successful than your peers.
❶ On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both—as young college graduates are—were filled with ambitious dreams for the future.
Recently, these men returned to their college for their 25th reunion.
They were still very much alike. Both were happily married. Both had three children. And both, it turned out, had gone to work for the same Midwestern manufacturing company after graduation, and were still there.
❷ But there was a difference. One of the men was manager of a small department of that company. The other was its president.
What Made The Difference
Have you ever wondered, as I have, what makes this kind of difference in people's lives? It isn't a native intelligence or talent or dedication. It isn't that one person wants success and the other doesn't.
The difference lies in what each person knows and how he or she makes use of that knowledge.
❸ And that is why I am writing to you and to people like you about The Wall Street Journal. For that is the whole purpose of The Journal: to give its readers knowledge—knowledge that they can use in business.
A Publication Unlike Any Other
You see, The Wall Street Journal is a unique publication. It's the country's only national business daily. Each business day, it is put together by the world's largest staff of business-news experts.
Each business day, The Journal's pages include a broad range of information of interest and significance to business-minded people, no matter where it comes from. Not just stocks and finance, but anything and everything in the whole, fast-moving world of business. . .The Wall Street Journal gives you all the business news you need—when you need it.
❷ They open your curiosity. Now you want to find out: why did one of men become the manager of a company and the other its president?
❸ The whole story activates the deep human desire to be successful to set up the Wall Street Journal's value proposition: it gives you the knowledge to surpass your peers and rise to the top.
Reverse psychology: why you shouldn't buy my product to intrigue people into liking it more
❶ So I came across weird magnet thingamajig called Magnetuck. Apparently, it keeps your shirt perfectly tucked in all day?
I gotta admit, Magnetuck is a much more elegant solution than heat-of-the-moment-killing stirrups but then… ❷ I decided that:
- My shirt puffing out is a sign I am not a stationary office drone.
- An untucked shirt gives me that effortless cool look. In Italian they call it sprezzatura. For some reason, that got translated into English as sloppy.
- I enjoy making a big show out of tucking my shirt in, just to see if anyone is watching (admiring?) from afar.
[funny image of one of the points]
But hey, get four of them together and maybe you can turn it into a science experiment?
Appeal to deep human desires to look and feel good
❶ We can curl our hair, wing our eyeline and blush our cheeks. And while that can definitely give us an extra sparkle, they doesn't quite express our soul.
❷ Ever wanted to reveal your inner goddess to the world without needing to speak a word? Or take a risk on permanent body art?
Releasing messages and symbols normally buried deep inside our souls, Danielle LaPorte gives them a voice in form of exquisite temporary tattoos:
[images of tattoos]
❸Radiate your inner light so that, in Marianne Williamson's famous words, you can give other people the courage to do the same.
[button]View all of our Deepest Desires designs here[/button]
Crafted in the US. FDA approved.
❷In a language that resonates with your target audience, explain what inspired you to create the products.
❸ Continuing with the initial premise you set, further stoke your audience's desire to get closer to their ideal selves.
Set up an absurd premise to intriguingly explain how well your product worksSet up an absurd premise involving an activity related to your products. Then describe what someone would really do in this situation and slowly build up to how your product helps.
Hey [First Name],
❶ Let's say that you're not a fatalistic let-the-wind-carry-me-where-it-may type.
Let's say that you're not one of those people who enjoy the thrill of being caught in the middle of a hiking trail with only shirt on your back.
❷ Then one can safely assume that you'd prefer to be basking in the glow of Mother Nature with a little protection against her meaner side like sucking the water right out of you.
❸ Well in that case you probably want something that works for the first 10 mile trek and the next 500m climb and the next 5 mile paddle.
Cause who's got time to replace stuff when you really need those 6 hours to figure out how everything's gonna fit into your backpack...like a bad game of Tetris?
❹ We just went through a major inventory overhaul and now we only carry items with a lifetime guarantee. That's right lifetime. Even if you end up breaking a Guinness World Record and live until 123 years old. Never worry about your tent losing its water resistance, your canoe leaking or...let me stop you right there cause you never have to think about those type of worst case scenarios again.
[link] Start finding your untearables unbreakables undefeatables here [/link]
❷ Reverse gears and describe what your audience would really do instead.
❸ Intro your product's best selling point.
❹ Announce how your product is the best fit for avoiding whatever absurd scenario you led with.
Real example of an uproariously funny absurd premise
When Milovan from Bamboo Tranquillity posted his bamboo viscose bedsheets on Reddit, here is one of the funny comments he got:
"All well and good until you start dating someone, only to to discover it was a Panda in disguise, whom created the elaborate plan to eat your bed sheets."
Definitely can be parlayed into great copy!