Selling coffee as a dream machine

I am not a big coffee drinker. I used to drink 4 cups a day, but they left me feeling thirsty, anxious, tense and a bit paranoid. By the 3rdcup, I was ready to jump out of my skin.

Does your ad copy cause readers to dream?

Occasionally, the mood strikes me and a cup really hits the spot. It’s a nice lifter when the day’s duty weighs you down.

On a recent airplane flight, I decided to stop staring at the seat in front of me, and I reached for the always entertaining, Sky Mall magazine.

Each turn of the page in Sky Mall elicits one of two responses:

  1. Why didn’t I come up with that idea?
  2. Who would pay money for such a thing?

Over time, I find myself drawn to the advertisements. I am fascinated over the various techniques companies use to get our attention.

After viewing more collapsible pet gates and neck massagers than I knew existed, I froze upon this copy:

“Some coffees wake you up, others make you dream.” Illyusa.com

Very emotive, moving words, don’t you think? Many use coffee as the morning perk-up, stimulant, a giddy up to their day, but a drink to help you dream – where do I sign?

I believe that Illy’s coffee and coffee machines will help me dream as much as I believe that Coca-Cola will make me smile or Miller Lite will make me instantly more appealing and interesting to others at a party.

This ad copy, however, took me places: places far from the mundane. I imagined myself sipping espresso out of one of their contemporary, European machines and dreaming up the next big thing.

Illy isn’t selling coffee; they are taking us to an imaginative, soulful, delightful place free from worry, stress or fear.

What are you doing to move your audience?

Until next time,

Dan Naden

Share Button
Follow

Get every new post on this blog delivered to your Inbox.

Join other followers: