HomeLibraryAdsUncategorized public-domain still
Library ad

Uncategorized public-domain still

The World is mine--- I own a Kodak

idn.duke.edupublic-domain-us

The pattern

This still sits in the public-domain pool. No pattern name yet.

Why it works

The headline is written as overheard speech, in quotation marks and in the first person, so the reader is handed a sentence to say about herself rather than a claim to evaluate. The picture and the line together make the camera a status object in the same frame as luggage labels and a porter - the equipment of someone who goes places. The body then narrows the promise to something specific and doable, picturing the companions as well as the places, which gives the buyer a use for the camera on a trip she has already planned. The ease claim is kept to one short sentence because the aspiration, not the mechanism, is doing the selling here.

Steal this when

You are selling identity rather than function to a buyer who already owns the basics. Write the headline as the sentence the customer would say out loud about herself, and put it under a picture of the life it belongs to.

All ads