Sunday, March 8th, 2009 - 3:08pm
Seriously Motivating Copy
My thoughts generally wander to training as the snow melts and I’m able to train outside again. I crave outdoor activity — swimming, biking, running are the top of the list. It’s no wonder, then, that as I was cleaning up my desk, I was easily distracted by a nice piece of direct print marketing from the Ottawa Race Weekend that was sent to me a few months back.
It was this:
When this piece first arrived in the mail, I looked at the time (1:59:18), but didn’t think much of it. Then I read the text below it:
This is not just any time. It is yours. A time that represents your goals, your determination, your journey. A time that represents a destination reached in May 2008.
Now the question is: What will your time be in 2009?
Oh! That’s my time! Brilliant. You got me. Count me in.
Why? I think it is because this piece speaks directly to me — not just that it is addressed to me, and personalized with my name and time. But it speaks directly to what motivates me as an athlete. They hit this on the head with their copy: “your goals, your determination, your journey” and then the call to action — the implied invitation to register — “What will your time be in 2009?” They really know how to push the right buttons!
This simple mailout really nails it as far as I’m concerned. If you can think of any other examples off hand, I’d love to know about them. It doesn’t need to be about direct marketing copy either, it could be anything.