What's In It For Yours Truly?

In advertising, this question is the Holy Grail.

Most consumers view ads while various purchasing scenarios form in their minds, blithely unaware of The Question, or its relevance to their internal buying mechanism. They don't need to think about drawing air into their lungs in order to breathe, nor do they need to ask What's In It For Me in order to need the answer.

If I, the copywriter, don't address What's In It for Me (the consumer) in my writing, the likelihood of a sale is as much about luck as it is about the product's quality or value.

What good is a lesson in Marketing 101? Think of the real world applications:

You want to golf with the guys/gals ... "Honey, why don't you sleep in this Saturday? After I shoot a few holes with the guys, you and I can have a nice lunch at (name a restaurant your significant other has been wanting to try)."

You want your son/daughter to do his/her homework ... "Keep up with your assignments and you'll live to see another day."

I think you get it. I'm always interested in hearing about creative applications, so don't be afraid to share.

Until next time....