I just saw a compelling commercial for Build-A-Bear Workshop. It wasn’t a fancy, bells-and-whistle commercial. There wasn’t amazing production value. On the contrary. It even featured what most would consider a potential yawner: the company’s founder standing and talking.

It was the copy in the 30-second message that got me.

Here’s what I heard — and remembered:

• Family fun
• Unforgettable experience
• Simple things in life
• Everyone should hug a teddy bear
• Holiday season
• Priced at just $10

And that’s the formula for writing to catch your customer’s attention, particularly in a slower economy.

1. Identify your customer’s relevant and urgent challenge. In this case, it’s how to buy holiday gifts for the kids on a tight budget. But the challenge could be anything from how to increase your subscriber list to how to woo repeat customers.

2. Create an emotional connection to the problem. Choose words that resonate with your audience like “family fun,” “unforgettable” and “simple things in life.” To find these words, comb through your customer feedback and see what bloggers and online communities are saying about your brand.

3. Solve the problem and communicate the solution in unmistakable language. “Priced at just $10” is the zinger that will drive them in droves online and in store. Be sure to convey just your best offer; save the rest for when they call, visit or go online. That’s where you can give them other options or upsell.

Remember, desperation and scare tactics are total turn offs, so make sure your copy is confident, positive and empowering.

Want more great tips like this? Sign up for my free e-newsletter.

Possibly related posts

• Survey: What do you do with what you learn? (0)
• Copy: Fast Fix for What Ails Your Web Site (0)
• Are you talking their ‘love language’? (0)