Shooting down the copywriting fanboys
Published: Fri, 02/05/16
But, it’s my contention that a story can potentially carry the entire sale in an ad even if everything else is technically “wrong” (no clear call to action, confusing copy, no benefits to speak of, weak headline, no offer, etc).
Prove it, you say?
Okay, how about these oranges:
Back in 1986 a movie called “Top Gun” hit the theaters.
Top Gun is about a couple hotshot Naval pilots given a chance to train with the “best of the best” pilots in the world at the “Top Gun” fighter pilot school. Now, whether you like Top Gun or not (I surely do dig on it), it was, in some ways, one of the highest converting “sales letters” ever created.
How so?
Couple reasons:
First…
After the movie hit the screens, Ray-Ban Aviator sunglasses (the kind Tom Cruise’s character “Maverick” wore) jumped 30+%.
That’s a HUGE increase.
And secondly…
Air Force and Navy recruitment (both sometimes very “hard sells”) shot through the roof.
Crazy, isn’t it?
Frankly, the movie was so good at “selling” all the young whippersnappers of the day on how cool being a fighter pilot is, recruitment booths were set up inside many of the theaters it played in!
Hence, the selling POWER of stories.
And of giving people a fun, thrilling ride.
After all, there was nothing in the movie telling you to go buy Maverick’s brand of sunglasses or to join The Navy. And nary a benefit is mentioned or even hinted at. Yet, the movie “sold” great hordes of people on both by selling them on wanting to be like Maverick.
So anyway, what about you?
Would you like to tell stories that sell like that?
Where, even if you screw up everything else in your ad, you still get sales coming in because people just can’t help but want your wares?
Enter my new “Copy Slacker” product.
One of the things it covers is my story-telling methodologies that have carried many a sale for me despite my lack of world class copywriting “chops.”
It’s $250.00.00 off until Sunday at midnight (EST).
Hop in your fighter jet and zoom on over here to get it in time:
http://www.CopySlacker.com
Use the coupon code SLACK to get the discount.
Ben Settle