On Seth Godin's blog today, Seth comments that people who haven't bought from within a category yet very often aren't still choosing between their options. Instead, they don't believe they have a problem that can be solved by that product category yet.
So rather than using an "ours is better than theirs" marketing approach, he suggests that they need to look at the category in a new way so that they DO feel it solves a problem for them. Inspired by the blog entry, thought I would share a possible copywriting opener seeking to immediately connect with the reader's "I don't need that" point of view in order to put everyone on the same team right away, and then to lead the reader into the new point of view.
You know what? I didn't need a survival kit either.
In fact, I was so damn sure about it that I laughed at my friends who had them. After all, survival kits were for those who lived in hurricane and earthquake zones. Or those who thought the economy was going to collapse. It never dawned on me that ...