When writing a package, what method do you use to come up with a different angle or different headlines for a project?
When coming up with an angle or crafty headline, it’s crucial to think about your audience. Not only the age and gender, but their fears, their desires, their wishes … Renowned copywriter, Clayton Makepeace, believes that the first (and most important) thing to identify is the “dominant emotion.”
Clayton explains that …
“The vast majority of the money that flows through consumers’ hands each year is spent to meet their emotional needs — NOT merely to satisfy their intellectually-justifiable needs.”
When you identify your audience and what emotions to hit, you can work off of that and develop an approach. The most successful promotions focus on the prospect’s deepest needs and desires.