something minor like dry eyes affecting my vision would be enough for me to click through to learn more or pick up the phone to schedule an appointment with my eye doctor. Fear is paramount and acute, and if your ad copy can tap into that vein in a non-exploitative way, you can drive sales. how to use fear Get inside your customer's head and find out what they are afraid of and how your product can eliminate that fear. For example, “Never shiver again” for a winter coat. Often the connection is not obvious. Plastic bowls,
for example, respond to the fear of breaking porcelain. A new camera answers the fear of forgetting important moments. 4. Inflate that ego We are basically all driven by ego. "What's in it for me?" isn't just a marketing pillar, it's a truth about you and me every fax number list waking hour. So it makes sense that ad copy that leads straight to the heart of the ego would have some success. Example Ad Ego This Bobbi Brown commercial hits really hard with "Perfect Your Eye Look!" and "
Get a lit glow from within" and "Be the first to buy." This is all about me, and therefore it resonates very well. How to use the ego The easiest way to prick your audience's ego is to ask yourself, "How would I like to be spoken to?" If you are being honest, then compliments, praise, and encouragement will be high on the list of selfish ad copy tactics. 5. Compare this with that