You probably immediately know the rest of the advertising slogan.
What happens in Vegas, stays in Vegas.
Las Vegas officials switched to this in 2003. According to the visitors bureau, it has played a big part in tourism rising 10% over that time. (I do not condone what they sell with this slogan.)
However, valuable copywriting lessons can be learned here:
- Appeal to your customers’ hidden desires.
- State what you are about (you may drive some potential customers away.)
- Remove the guilt a customer has about buying your product or service.
#1 – Your prospective customers may be on the fence about your product. Appealing to their hidden desires when nobody else does may lead them to you.
#2 – This is a tough one for business owners who still operate on the “old” model. During a consulting day or phone consult I typically ask, “Who is your ideal customer?” The answer I often get is, “everyone who will buy.”
In today’s world of easy access to information and ALL of your competitors, you need to specialize in a specific area first and expand outward. Customers want to know that what they buy is specifically for them and not everyone. They want to feel special.
#3 – The Vegas ad goes above and beyond. If you are old enough, you may remember the old Calgon commercial from long ago. “Calgon…take me away.”
Watch the video and pay attention to the beginning and how it gives overworked, underpaid, under-appreciated Moms permission to take needed relaxation time.
Never underestimate the power of each message your customer reads, watches, or listens to. All of your copywriting and messages should have a purpose.
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