Last night I had a very special pizza for dinner.
For this was not just any old pizza. Not by a long shot.
No. I had the Best Margherita Pizza … Ever!
(Seriously. That’s legitimately what it said on the box.)
In fact, when I saw that box in the supermarket, I knew I had to try it.
You see, it was unlike 99% of food boxes I have ever seen, in one big way:
It had NO picture at all of the product.
It was just a big black pizza box, with “The Best Margherita Pizza EVER!” emblazoned in huge words on the front.
Who could resist?
And — credit where credit’s due — it was one of the best frozen pizzas I’ve ever had. And I’m sure it would have tasted even better if I’d cooked it!
(Just kidding, come on.)
Anyway, the margherita marketing masterstroke here was to SPURN the usual picture of sizzling hot pizza with dangling strings of gooey mozzarella …
And instead, to test a combo of curiosity (a black box) + a clear, unique value proposition (“the best margherita pizza ever!”).
And in this case, it worked!
The point is, there’s no one-size-fits-all solution to copywriting.
Sometimes you have to push the envelope a bit and try something different to the ‘best practice’ you see around you.
Yes, your failures will be more frequent … but your wins will be bigger.
Just make sure you know what really moves your market and you’ll have less of the first, and more of the second.
And if you’d like my help learning how to find what kind of messaging is going to resonate with your market, sign up here for a discount on my in-the-works product on doing that kind of research: