…the conversation in the prospect’s mind.
On the way back from Pete Godfrey’s copywriting “Master Class” last weekend, as I was going through security I noticed this little headline in an ad placed in the blue trays provided for people to put their laptop PCs (before sending them through the security scanner)…
“Did You Really Need To Bring Your Laptop This Trip?”
It was an ad for Blackberry and it’s a great example of the Robert Collier copywriting principle of entering the conversation already going on in the mind of the prospect.
If you travel with a laptop, I’m sure you can relate to the ad. There you are, standing in line, probably already fed up with the whole thing and you have to unpack the laptop, place it in the tray, shuffle through the scanner and them repack everything.
Most of the time you just put up with it but…hey, what if there were a better way?
Nice example of, literally, meeting the prospect where they are.
UPDATE:
Traffic and conversion expert Mark Widawer has posted on his experience of this kind of airport advertising. Something he came across at LA International – “Bad Advertising – Zappos”. Worth the read and emphasises the point about knowing your customer and what they are thinking when they see your ad.
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