Welcome to the "boredom-killing" business
Published: Wed, 05/27/20
He’s been writing comics for some 30+ years, and probably his main claim to fame is his 12-year run on the Incredible Hulk in the 80’s and 90’s — where he went deep into how the Hulk is essentially a guy with multiple personalities, writing several wildly popular takes on the character (from the brilliant “Joe Fixit” grey version of the hulk… to the merged hulk who was a combination of the Banner, the savage green hulk, and the crafty gray hulk… to the plot twist version of the hulk who would turn back into banner if he got too mad…) whose ideas have been heavily used in the recent Marvel movies. And when I decided to convert my “Enoch Wars” novels into comicbook scripts, one of the first books I bought on the subject was Peter David’s excellent book:
“Writing Comics & Graphic Novels”
I found this book extremely fascinating and helpful.
But, not just for comicbook writing, but copywriting, too.
Take, for example, this snippet:
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“There is no one way to tell a story well. There is, however, only one way to tell a story badly: bore the reader…to quote Howard Beale in Paddy Chayefsky’s Network, “We’re in the boredom-killing business.”
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“Boredom-killing business.”
A very good way of thinking about copywriting.
And over the years, I have noticed one underknown copywriter who — from the purely mechanical writing side of copywriting — is still to this day especially good at making the what would otherwise be mundane and boring, inherently interesting when writing everything from bullets and headlines, to the body copy, and all other parts of an ad or email.
Who is this copywriter I speak of?
And how does he put boredom on its knees and shoot it in the head execution-style?
That, my eager sidekick, is found on page 12 in the June “Email Players” issue.
I not only tell you about this guy, but break down some simple ways he does it in his sales copy in a way the human brain LIKES to be sold by. It’s definitely no coincidence this copywriter’s first business many years ago was all about showing people how to learn new ideas more efficiently.
But before subscribing, a word of warning:
This issue teaches the exact opposite of “swipe & steal.”
It does not teach you any stupid “lazy” ways to write copy, either.
And, if you want to get all the value you can from it, it will take an enormous amount of hard work, patience, and dedication on your part.
If you aren’t willing to work hard, this issue will do you zero good.
If anything, it will disappoint & frustrate you.
Don’t say you weren’t warned, Tiger.
If you want in anyway before the deadline, go here:
http://www.EmailPlayers.com
Ben Settle