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I Vote for Seduction

Words, of course, are the most powerful drug used by man Rudyard Kipling; 1865-1936 1907 Nobel Prize for Literature When was the last time you seduced someone, successfully, by giving them a list of benefits and a deadline? Somehow, you know instinctively that it wouldn't work. Instead, you'd focus on the object of your attention. Choose your words carefully. Build intrigue. A gaze. A smile. A touch. You'd create an atmosphere that makes you welcome company again. And again. This is not seduction, you remind yourself. It's commercial copywriting. Pencil in hand, you scratch down features and benefits. Perhaps a discount? A time limited offer? Unless you're J. Peterman, of course. Then you'll write; Men’s trousers from 1940, adapted to a woman’s body. Fluid, sensual, elegant silk twill. It drapes beautifully, moves one millisecond later than you move, then continues moving one millisecond after you’ve stopped. As every man who isn’t dead yet has noticed, women who dress this way could never be confused with a man. Or, if you're the wizard of words behind Lush; The After 8:30 gift is for people who would love to share a bar of chocolate over dinner, but would prefer to do without the calories. This one isn't for eating, although it is made with the finest Belgian chocolate scented with stimulating peppermint oil; it is for melting and massaging on your favorite dinner guest. Try to wait until the others have gone home... According to the Direct Marketing Association, the direct marketing style pitch turns off 97.39% of people - though they prefer to say it has a 2.61% success rate. According to the National Sales Executive Association, only 2% of sales are made the first time a consumer is exposed to your ad or your product. According to Mr. Webster, seduction is defined as enticement. Enticement is defined as arousing hope or desire. Sales is about arousing desire. Would you be more enticing to your customers? Seduced by the most powerful drug known to man, we respond. I vote for seduction. Linda Caroll P.S. I assure you that both products are as decadent as they sound. Neither campaign would work if the product did not measure up to the anticipation. But that's a story for another day.

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