Quick Copywriting Tip #2: Speak to just one person. Copy should be a one-on-one conversation.
Bumper stickers aren’t just clever jokes designed to entertain or infuriate other drivers. They are tiny (and sometimes not so tiny) glimpses into the car owner’s inner world.
A few square inches can reveal profound insights into who that person thinks about himself and his place in the world. You can learn something about the priorities, values and worldview of the person who stuck the sticker.
Here’s a fun, mind-expanding exercise you should try: pay attention to the bumper stickers you see. Try to deduce what the messages tell you about the drivers.
A simple example that comes immediately to mind is the “26.2” sticker.
In four characters (the coded language of an insider), that person identifies himself as a proud marathoner.
Now, here’s a clever spin-off on that theme: the “0.0” sticker. Makes me laugh every time.
These two parties see themselves differently and move through the world differently – in at least a couple areas. They probably respond differently to messages about exercise, diet, etc.
As a marketer, you have to figure out which bumper sticker your ideal customer has on his car.
There’s a big difference between distance runners and couch potatoes. Decide which one you’re going to serve and speak to him…in his language.
Check out all 13 Quick Copywriting Tips.