Copywriting isn't just about finding the right words -- it's about finding the right connection. And few human needs are as powerful as the need for a love object. The American journalist and social critic, Vance Packard, and others have long shown how people replace missing or lost relationships with substitutes: parents facing empty nests adopt pets, older adults turn to therapy animals, and whole industries -- from pet food to Hollywood -- lean into this longing.
But here's where it gets interesting for copywriters: when you understand the need for a love object, you can frame your product, service, or brand as something that fills that void. And you do this best through narrative -- the four building blocks of every great story.
1. Character: Who's in the Story?
Every love object has to be anchored to someone -- a character we can identify with. It might be the mother watching her child leave home, the young professional navigating loneliness in a new city, or the retiree longing for connection. When you give your audience a character they see themselves in, you're halfway to creating resonance.
Think of copy like: "You've given your whole life to others -- now give yourself the care you deserve." The character is clear, relatable, and primed to embrace a new love object -- whether that's a pet, a community, or even a brand that makes them feel seen.
2. Event: What Happens?
Stories move when something changes. The absence of love, the child moving out, the pet arriving at the shelter -- these are events that set emotional stakes. Your copy should frame the before and after so readers feel the tension of what's missing, and the relief of what could be found.
For example: "When the house felt too quiet, Bella's wagging tail brought laughter back." One event changes everything, and your product is at the heart of that shift.
3. Time: When Does It Happen?
The need for a love object isn't static -- it flares up at specific moments in life. Empty nests, breakups, moves, retirements, or even the daily stress of modern living. By situating your copy within a timeframe, you connect to your audience's lived reality.
"After the kids left for college, she thought the silence would never end..." Time sets the stage for the love object to appear.
4. Space: Where Does It Unfold?
Love objects thrive in context. A quiet kitchen where the dog waits at the door. A bedroom where posters of a movie star fill the gap of an absent partner. A corporate office where a new productivity tool becomes the trusted companion in chaos.
Space grounds your narrative, making the emotional connection tangible. Copy that paints the scene gives your audience a place to project themselves -- and their need.
Imagine an advert for a luxury coffee machine:
"In the stillness of your early morning kitchen, sunlight spilling across the counter, the aroma of freshly brewed coffee wraps around you like a warm hug. This isn't just coffee. It's the moment your day begins -- with comfort, with ritual, with love."
So, What Does This Mean for Copywriting?
The love object isn't always literal. It can be a pet, a star, a coffee machine, or even a brand identity that offers belonging. By tapping into this deep human need, your copy becomes less about pushing features and more about fulfilling emotional roles.
When you structure your message with narrative building blocks -- character, event, time, and space -- you're not just writing copy. You're telling a story that positions your product as the thing your audience didn't even know they were missing.
At Fun Things, we believe copywriting works best when it doesn't just inform -- it connects. And when you connect your brand to a love object? That's when your story really starts to sell.