Bumper Sticker Revelations (Copywriting Tip #2)

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.

26.2 Bumper Sticker copywriting

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.

bumper sticker marketing

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.


How to Pick Your Target Audience, Quick Thoughts

Many business owners think that everyone is an ideal customer for their product or service.

Sound familiar?

They’ve probably heard that they should focus on a certain customer type, but it can be hard to choose one.

Here’s a quick tip. If you have trouble choosing a specific audience to target your business and marketing towards, ask yourself this:

Who is the most likely person to buy this product? (Who wants it? Who can afford it and is willing to pay for it.)

That’s a good place to start.

Create a character out of that imaginary customer. Give him/her a name. How old is he? What does she do for a living? Where does she live? What are his biggest problems and fears? What goals and dreams does he have? What does she want out of life? Etc.

Asking and answering these questions seriously will help clarify in your mind who your best customers are likely to be. You may also learn something about what it is that you’re really selling.

You’re not selling suits. You’re handing out confidence and prestige.

Now that I think about it, even if you have a pretty good idea of who your target market is, this little exercise could still be informative. Give it a try!