Exclusivity
Did you know that there is a handbag that ranges from $11,900 USD to $300,000 USD - and not only that - if you have the pocketbook to foot that bill, you may still be on a waiting list for a few years before showing off your new Birkin bag?!
Also, what makes the Lure nightclub in L.A. so fabulous when there’s a line down the street in front of its diamond-faceted façade, but the nightclub just one block away is not even half full?
Or what about E at Equinox Fitness Club in New York City, arguably the swankiest fitness gym in the United States, boasting a $26,000 membership fee that actually only covers two personal training sessions per week - yet there’s still a waiting list!
What do all three have in common?
→ Exclusivity
1. One of a Kind
Imagine that you had all the money in the world to use however you liked. After you purchased everything you could possibly think of, and that becomes utterly boring, what comes next?
Collecting.
Wealthy people are collectors of fine art, fine cars, fine jewelry, one-of-a-kind items, private planes, and much more. People who bring in the money to pay upwards of $105,000 USD per night for a luxury villa holiday in The Bahamas abroad want to know that they are not only getting the crème de la crème, but that they are also getting something exclusive that sets them apart from their friends and cohorts who can also afford the world.
Exclusivity matters.
These clients yearn for unique experiences. One-of-a-kind adventures and products that cannot be duplicated, cookie cuttered and sold to the masses.
When writing luxury copywriting, look at what sets your product apart from the rest. Find the exclusivity and focus your copy on the unique, one-of-a-kind service or standards, quality or personalization that your client won’t find anywhere else in the world.
2. Connections
Another key selling point for your luxury copywriting about these high ticket items is to connect with people like your clients. If you’re not a billionaire, you can still relate - we do this on a small scale as well, we pay slightly more or maybe slightly less for our gym membership, or our night out restaurant based on the people who we will see there.
As humans, we want to be surrounded by people who are like us.
These clients are the same. They don’t want to surround themselves with people who look up to them as wealthy or who look down on them as poor - but who see them as equals.
So, if you are a billionaire, it makes sense that you will want to surround yourself with other people who make the same money as you, have the same values as you and also the same disposable income as you have.
Enter: the luxury sales market.
When writing luxury copywriting to an elevated market, you want to keep it simple (see my blog on Simplicity in Luxury Copywriting) and second: emphasize the exclusivity.
When you product has something that no other product has, it creates talking points - and selling points - for your copywriting.
3. Who’s Wallet?
We’ve heard the cliche so many times - don’t sell from your own pocketbook. Of course, if you’re like me, copywriters in general are not raking in the big bucks, we most likely cannot afford the things that we write about, but that should not deter us from selling the luxury lifestyle without problems.
Whichever market segment you are targeting your copywriting toward, you should always focus on the reader and the end user, and remember that the values of each different market group are unique and important.
