The competitive nature of buses and what this means for advertising?
Catching that right bus...
It's an interesting experience to be standing at the entrance of the Yamba Bowls Club post Friday night meat-tray raffles and be waiting for their courtesy bus.
You have, of course, the usual people sitting on the bench provided, primed to jump up and be first in the queue the minute the courtesy bus arrives.
And these people are ready to fight for their rights. They really know what they want... that seat up the front!
So, how can we make this work in advertising? How do we make our audience want our product as desperately as they want that seat on the bus?
Effective writing is about creating desire. We know that the public really need our product, so why aren't they buying it?
Effective writing is also about clarity. A great writer will tell your clients all about your product, they will outline in detail the different aspects that make your product special and their copy will compel your clients to purchase it.
If you find that your web or advertising copy is not creating that 'I have to have it' desire, maybe it's time to rethink the writer.