Do you on purpose use this..

1 replies
I'm wondering if you copywriters consciously use resetting buyer criteria
as the central theme in your ads?

Don't recall it been talked about here.

Can't say that I've noticed it in ads either.

I've seen client results with it.

Here's the BIG idea behind it.

When a decision is made to look for something to buy,
people have a range of criteria which can range from loose to fixed.

The looser the criteria the easier they can be swayed to change.

Even those with a solid buying criteria can be swayed by introducing new information
they hadn't considered which could be the cost implications of this decision.

Do you use resetting buyer criteria?

Would love to know.

Best,
Ewen
#purpose
  • Profile picture of the author Alex Cohen
    Ewen,

    I prefer to determine my target group's exact criteria and appeal only to it.

    In other words, give 'em what they want.

    Since I only write copy for products and services that will truly be good for them, I can take that approach without having any ethical dilemmas.

    Alex
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