A few weeks ago I was up in Liverpool visiting family for the weekend. In the hotel was a free magazine I’d not heard of before but was pretty easy to read. The content was light and aimed at women over 40 I’d guess.
At the back however, my attention was captured by a wonderful example of sales copywriting.
Long advertising copy in magazines is much more common in US magazines than in UK magazines I’ve found, although more businesses are starting to write longer, editorial pieces like the one below rather than using a traditional advertising style.
This particular piece is for a mat that has little dimples which activate acupressure points to help you relax.
The copywriting is excellent and I wanted to include a picture, (you can click on the image to read the copy) as well as an analysis of the different copywriting techniques used.
So what makes this piece worthy of inclusion in your swipe file?
Benefit headline and a BIG promise
The headline reads:
“My answer to insomnia”
With a subheading of
“I was on sleeping pills until I tried lying on the Yantra Mat”
This is a strong, specific and audience identifying headline. Rather than simply saying that this mat can help you relax, the copywriter has chosen a specific problem to focus on: sleeping trouble.
Instantly, anyone who is having trouble sleeping knows that this is a product that should be of interest to them, and the copywriter displays empathy for the problem with the reference to sleeping pills. If someone is struggling to sleep, they probably hate having to rely on sleeping pills, wishing there was a natural way to sleep at night.
Famous person = credibility
Using famous people in your advertising can be hit and miss, but the company has a good idea of their target market They use Linda Nolan, a popular singer, actress and TV personality. She’s often featured on the day time TV talk shows, so has credibility with an audience of females in the 30s-60s bracket. This would fit given the rest of the content in the magazine.
Vivid picture of pain
The sales page lede is a sensitive but vivid description of the problem and it highlights some specific issues that other sufferers of insomnia may be able to relate to:
- Lying in bed staring at the ceiling night after night, Linda Nolan was finding it impossible to sleep
- A restful night’s sleep now seemed like a luxury of the past
- “Some nights I’d lie alone in our double bed and imagine I was the only person awake at 3am”
- With so much stress… Linda’s doctor initially prescribed antidepressants and then sleeping tablets
- Fearing dependency Linda was anxious to find an effective natural alternative to help her get to sleep
Notice how the copywriter doesn’t talk about the product yet? Instead he or she shows great attention to the details of the customer’s problems.
By using a real live person, it adds credibility and builds an engaging story.
Solution and proof
The copywriter then introduces the solution and explains quickly, using logic, how the product works.
“The mat she uses is based on the ancient principles of acupressure. It works by improving blood circulation and promoting the release of “feel good” hormones to help you relax”
Testimonial to kill objections
The copywriter then uses Linda’s testimonial to overcome potential objections. From reading up to this point, a potential customer may think:
- Isn’t it going to be uncomfortable?
- Does it take a long time to use?
- Does it feel funny?
- Can it really help me sleep?
The customer’s testimonial has been carefully selected to answer these and it paints a specific and soothing image of the product:
- It was surprisingly comfortable to lie on…
- I lay there in some thin cotton pyjamas, on my back for 20 minutes
- I took myself off to bed and drifted off into a lovely deep sleep
- I no longer have sleeping problems
- I use my Yantra Mat for 20 minutes most evening
- I can even take it with me when I’m touring
Proof proof and more proof
The following section of the copywriting builds proof explaining again how the mat works with its “8,820 acupressure contact points.” The copywriter then manages to cram in some final points to highlight more benefits and overcome objections:
- You can lie on the Yantra Mat on the bed or floor
- You can lie on your back or stomach
- You can sit on it against a chair or stand on it
- It can be used at home, work or travelling
- It’s washable
- It lasts a lifetime
Features and images
The feature boxes highlight more benefits to encourage proof, without distracting from the main body copy. We can see endorsements and other customer feedback as well as all the locations where the product can be bought.
The images show the celebrity, as well as images of the product, and small demonstrations of it being used. It is stripping away all the mystery and building credibility that this mat can achieve what it claims in its bold headline.
Strong call to action (with tracking)
There is a strong call to action in the final feature box, and a specific order just for Candis readers so that the company can track the effectiveness of the placement in this advert. There is a number clearly highlighted that they can call, or the website for people to visit.
This is an excellent example of long copy working hard to build proof and credibility for a new product. It’s definitely one to add to your swipe file, and if you click on the picture you can download a larger image.
What do you think? Do you like it? Would you buy it?
Would you recommend it to someone suffering from insomnia?
I’d love to get your feedback in the comments below.