The Adweek Copywriting Handbook

In all my ads I try to make the prospects imagine they are holding or using my product.

savings of $100 for an even better product—all because we didn’t have our product endorsed by an expensive spokesperson. Another form of testimonial is from the man on the street—used primarily on TV. I’ve used them extensively in my BluBlocker infomercials.

It’s mental energy creating a picture for the prospect, whose mind is like a vacuum waiting to be filled. In your copywriting, let your readers take a stroll down a path with you or let them smell the fragrance through your nose or let them experience some of the emotions you are feeling by forming a mental picture from your description.

In all my ads I try to make the prospects imagine they are holding or using my product. For example, in one of my earlier calculator ads, I might have said, “Hold the Litronix 2000 in your hand. See how easily the keys

sports car, I might say, “Take a ride in the new Corvette. Feel the breeze blowing through your hair as you drive through the warm evening. Watch heads turn. Punch the accelerator to the floor and feel the burst of power that pins you into the back of

1. Feeling of Involvement or Ownership

In short, I take the mind on a mental journey to capture the involvement of the reader. I make the reader believe that he or she could indeed be holding the calculator and experiencing the very same things that I’ve described. It’s mental energy creating a picture for the prospect, whose mind is like a vacuum waiting to be filled.

I were writing an advertisement for the Corvette

In your copywriting, let your readers take a stroll down a path with you or let them smell the fragrance through your nose or let them experience some of the emotions you are feeling by forming a mental picture from your description.