Dirimens Copulatio (that’s right—no n) is a Latin term for an amplification tactic that is widely used in marketing campaigns worldwide. Dirimens means “separating” and copulatio is, well, as you might have guessed, “combination”. This tactic is best exemplified in modern usage by these four words: “But wait, there’s more!”

So you probably heard that familiar line in countless television informercials. Overused as it may seem—it is, in fact, very effective. While it is nauseatingly funny to hear it used over and over again, it does have its hypnotic power. Count the millions of kitchenware sold throughout the years using these infomercials and you’ll be amazed.

“BUT WAIT—THERE’S MORE! If you buy this microwaveable, lightweight, classy-looking dish right now, you will get not just one, or two, or three, but FOUR FREE sets of colorful, virtually indestructible serving spoons! All for the incredible price of a dollar and 99 cents!”

Dirimens Copulatio, as illustrated by the previous statement, makes use of the phrases “not only” and “but also”, apart from the classic but-wait-there’s-more opening. You may use other words but the bottom line is, they should amplify your product/s’ desirability and convince consumers and potential customers that they are getting more value for their money.

So how do you apply this to your copy? Here’s one tried and tested (heavily and successfully too!) method:

1)      Start with a comprehensive description of your product or service.

2)      Compare each feature or aspect of the product/service with others on the market. This is now your “argument phase”, where you have to use the most convincing words.

3)      Intersperse the tactic in between arguments. Like for example, after a very important feature or aspect, you say: “Is that all? No! Listen up—there’s more!”

4)      Save the “most value for your money” aspect for last. After building the argument, top it off with that generous “add-on”. If the consumer or customer wasn’t sold on your product or service beforehand, then this is where they should be hooked.

Overall, your copy must have this sole objective: to make customers feel that they don’t have any rebuttal at all against your argument. And hence, there is no better offer than yours!

There are many ways to adapt this tactic to market segments. For a specific target market, say, the youth sector, one may use more contemporary terms or even slang. Products and services that cater to niche markets should be very particular in studying the language of its target population. In copy for certain markets, dirimens copulatio may be reflected in using contrary qualifier statements that enhance previous statements. An example is: “Do you think that this price is a bit higher than that of another (competitor) product? Well, one cannot sell value for less. That’s why it’s called value. If you don’t agree, well, you can always go for that other product.” Copy then proceeds to compare the (de)merits of this other product.

Not yet convinced on the usefulness of this tactic? Well here’s something for you to chew on: the Greek and Roman philosophers have used this to win debates, convincing thousands of people to accept their ideas. Hundreds of years down the line, the tactic is still around. As our pal Darwin said, well, only the fittest survive.