Copywriter Motivators--What Makes People Pay Attention? Part 4...EASE

Making life easy for clients and customers can be hard. But it's a superb way to attract clients and customers. Why? Because people LOVE ease. And will pay a premium for ease.

"I'm going to make your life easier." "I'm going to save you a lot of time." "You'll be more comfortable." Ease can be the solution to a pressing problem.

No more sitting in traffic jams.

Or it can be sheer luxury.

Drink champagne then sleep in a real bed as you cross the Pacific...far removed from the smelly hordes and ornery flight attendants in economy class.

It's always tempting to stress money and fear when copywriting. But ease can be a huge motivator.

When you play golf at Rolling Lakes, our friendly caddies will do everything a PGA Tour caddie does...many of them have caddied on the PGA Tour. And our hand-selected cart "attendants" will bring you a favorite beverage at any time...just text them at...

Make the guarantee easy.

Simply return your Top 10 Sunbathing Spots in Alaska DVDs within 30 days of purchase and we'll refund your investment. No questions asked.

People have always paid extra for ease...or to use a longer word...convenience. Simplicity. Luxury.

Ease is closely related to exclusivity. Ease can be exclusivity with a purpose.

Even if greed and fear are the main motivators, big doses of ease in direct response copy always helps.

Infomercials are often superb at stressing ease.

The amazingly powerful G9 makes cleaning your bath simple and FAST. Even if you're a total slob.

We make dealing with the government to get your halitosis supplies as simple as buying a cup of coffee.

Infomercials are often superb with testimonials...again stressing ease.

"These orange golf balls have made it so much easier to find my ball in the rough or woods."

Copywriter Bob Bly sent me an email with this gem...

"In your sales and marketing efforts, if you can show the customer how you can save him time or serve him faster, your sales will skyrocket."


I'm a direct response copywriter based in Charlotte North Carolina USA. My website is here.