Don't talk about yourself, talk about WIIFM
But I've never seen high-end publications eschew talking about themselves and communicating how great they are (or think they are) and not even bothering make an appeal.
The copy is different. It does more describe their own product and make it seem appealing and does use more sophisticated language.
But I rarely ever see conventional marketers and copywriters making an exception about the advice of making it all about them. David Ogilvy and few others, yes. But not many. They mostly talk about it anathema to the correct way of doing things.
Perhaps copywriters who appeal to highly aspirational and affluent people know that they think differently and look for that self-assurance and that non-needy, understated, non-sensationalist tone. They want that self-indulgence from brands. And the ad people know it's different at that level.
Like in the UK, most supermarkets are running ads about how you can save 20p on a pack of sausages compared to rivals, or other minuscule, trivial savings. This is how most copy is taught these days. Try to appeal to the most base emotions. And it works obviously for that market.
There's a couple of higher-end, middle class supermarkets in the UK, but the most well-known one is Marks and Spencers.
They've been running a series of ads over the years, along these lines.
It makes no direct appeals, doesn't give an explicit WIIFM. I guess it inherently contains that by creating desire and telling everyone how great it is, but without any of the usual coopywriting formulas like problem, solution, objections, guarantees. Nothing that begs for a sale. Not direct emotional appeals. In written form there are no short sentences so a 5 year old can read them.
But it creates desire. Makes you think you're the one with the privilege if you buy their stuff.
I think I may just use this style of copy and advertising in everything I do instead of saving it only for affluents or professionals.
Does any have any good sources of info on copywriting to rich, accomplished, aspirant people or any feedback to share of making a switch in their approach where they positioned themselves to be the hunted and not the hunters, so to speak, and what difference it made?
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