What are You Selling? Thinking in Big Ideas

by John Geysen

I want to believe I led a good life.

You are always selling something more than a product. Aside for its USP (Unique Selling Proposition) you are  selling – no – offering a better life. Or more to the point, you are selling a belief, a belief that you’ve lived a worthwhile life. That’s one of my BIG IDEAS in copywriting.

For  many, having traveled means a good life. Who knows maybe it’s a truth and not a symbol. Regardless, having visited Italy, England, or Australia means something. It means they’ve lived! And that satisfied feeling is almost irresistible. It’s not that different from other major purchases that people make – a nice car, or a big house.

Sure those things are nice but in our heart of hearts we enjoy the emotions attached to them more than the things themselves.

Tap into a universal truth.

Everyone wants to lead a full life. Deep down, when the lights go out we all have our doubts. Especially when you go beyond the teen demo, you find people a little more reflective. Sure, someone who is 65 today no longer thinks the end is right around the corner but they are aware that there is in fact a finish line.

Piled up in all those years are tiny bits of regret. Chances not taken. Like Twain said, “I do not regret the things I’ve done, but those I did not do.”

And there you are –  bang – here is their chance to do something big, to write a new chapter. Travel has always been attached with a full life.

Are you following how this can apply to everything from a trip to a new Ipod? People return (either from a trip or the check out line), not with photos or memories, but with a new sense of who they are – who they’ve been for all those years.

Your copy should tap into that. They are better for having bought it.  Next comes what makes you different and what makes your product better. Tell them how to get it and you are done.

It’s a powerful story they are telling themselves.

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