January 5, 2013

“Look no further”

“Look no further” has always been a staple of advertising copy.

This insulting (when you think about it) phrase is wishful thinking which literally translates into “Stop thinking! We’re afraid you’ll look at our competitors.”

Of course that is exactly what you desire to close a sale. In true “Blink” style, if your presentation, store atmosphere, advertising message or website evokes “Ah! Just what I was looking for,” the search ends.

The key word there was “evoke.” Telling people to look no further is outdated, rude and easily ignored. But seducing the audience to see that your brand perfectly meets their important, emotionally resonant need? That’s gold.