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"Feel" of Dreams Copywriting (If you make them feel it they will buy)

by The Niche Man
4 replies
There's a classic movie called "Field of Dreams" with Kevin Costner. It coined a famous phrase that said, "If you build it they will come".

Engaging the emotions or feelings of your readers seems to be one of the trade marks of good copywriters.

What's your favorite technique, tactic or idea for inducing emotion or feeling?

Thanks for sharing.
#copywriting #dreams #feel
  • Profile picture of the author Pusateri
    Second person, present tense. Put them in the scene experiencing the problem/product. Hard to beat for setting the first mental image.
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    • Profile picture of the author The Niche Man
      Originally Posted by Pusateri View Post

      Second person, present tense. Put them in the scene experiencing the problem/product. Hard to beat for setting the first mental image.
      Thanks, could you offer an example?
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      • Profile picture of the author Pusateri
        Originally Posted by The Niche Man View Post

        Thanks, could you offer an example?
        This is a radio spot by Roy Williams:

        "You're standing in the snow five and a half miles above sea level gazing at a horizon hundreds of miles away. Life here is serious. You live or you die. No whining, no second chances, no compromises. This is a place constantly ravaged by wind and snow, where every ragged breath is an accomplishment.

        You stand on the upper most pinnacle of the Earth. This is the mountain called Everest. Yesterday it was considered unbeatable, but that was yesterday.

        As Edmond Hillary surveyed the horizon from the peak of Mount Everest, he monitored the time on a wristwatch specifically designed to withstand the fury of the world's most angry mountain.

        Rolex believed Sir Edmond would conquer Everest, and especially for him they created the Rolex Explorer.

        In every life there's an Everest to be conquered. When you've conquered yours you'll find your Rolex waiting patiently for you to come pick it up at ______ Jewelers. I'm _________ and I've got a Rolex for you."

        It literally sold tons of Rolexes for various jewelers.
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  • Profile picture of the author Steve Hill
    Another good example is the very successful copy used by International Living:

    You look out your window, past your gardener, who is busily pruning the lemon, cherry, and fig trees...amidst the splendor of gardenias, hibiscus, and hollyhocks. The sky is clear blue.

    The sea is a deeper blue, sparkling with sunlight.

    A gentle breeze comes drifting in from the ocean, clean and refreshing, as your maid brings you breakfast in bed.

    For a moment, you think you have died and gone to heaven.

    But this paradise is real. And affordable.
    In fact, it costs only half as much to live this dream lifestyle...
    as it would to stay in your own home!
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