The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters by Joseph Sugarman

Author:Joseph Sugarman
Language: eng
Format: mobi, pdf
Publisher: Wiley
Published: 2009-05-17T18:30:00+00:00

18. Desire to Collect

There must be a natural instinct in the human race to collect, as I learned from my marketing experience.

If you are selling a collectible, it’s pretty easy to understand that this urge exists and therefore, as a direct marketer, you need to capitalize on it. But often overlooked is the fact that it can be used to sell any other product, too. Let’s take the watch buyer. An enthusiastic watch buyer is your perfect prospect for another watch.

When I was selling watches in print, I would send mailings to those customers who had previously ordered from me and offer them other watches. I received a great response. My best list for watches consisted of my existing watch owners. Now you would think that if you had a watch, what would you need another one for? Wrong. Many people actually collect them. They’ll have several watches, several pairs of sunglasses, several pairs of jeans, a library of videos or compact disks. The list is endless.

I’m always amazed at the number of dolls collected by QVC viewers. Some of the viewers are older women, long past childhood, yet among QVC’s most avid collectors. And they have dozens of dolls.

Small car models are also sold on QVC. They are some of the most popular products. And not to be outdone, there must be thousands of viewers who own many BluBlocker sunglasses—often in several different styles.

You’d be amazed at what people collect.

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