A Tale of Two Videos

These 2 videos -- made to promote a product on social media -- demonstrate some key principles of copywriting:

1. Target a a specific audience and speak directly to them
2. Get attention 
3. Identify pain that the target wants to alleviate (or pleasure the target wants to enjoy) and offer the product as the solution.
4. Choose words carefully (don't use more words than you need)
5. Direct the target to where they can buy the product 

OK, enough talking about it. Let's take a look at the videos and break down how they hit those 5 key checklist items.

1. The target is copywriters and the dancing man is identified as a copywriter
2. To get the prospect's attention, the dancing handles the heavy lifting with a little help from the command/suggestion: "Say hello to Jason."
3. Jason is a copywriter and he's doing a happy dance (to happy music) ... if I'm a copywriter, I want to be happy like that. It is revealed that the product is the cause of the happiness.
4. Only 7 words were used in the first 10-seconds of a 23-second video
5. The product is shown and the viewer is directed to where they can buy it. A stronger call to action (CTA) could've been used here even considering that the primary goal was awareness and the secondary goal was purchase.

1. The opening shot includes the words "Writer's Block" letting writers know that this video is for them
2. Writer's block strikes fear into the hearts and minds of writers and gets their attention 
3. Writer's block is the pain point and the point is driven home (poked at) with the images of an unproductive writer. The combination of the music and the "fast forwarding" effect adds to the experience of time going by without the writer being able to write anything. The product is offered as the relief, the way to "Say Goodbye to Writer's Block"
4. In the first 10-seconds of a 19-second spot, only two words are used.
5. Where to get the product and a call to action (Get Your Copy) is shown with the product itself.

The principles of copywriting align with those of marketing, selling, and persuasion. Develop the habit of reviewing your copywriting against key principles, such as asking:

• Am I addressing a specific audience and am I doing what it takes to get their attention? 
• Am I building interest and desire by identifying a point of pleasure or pain that they will personally identify with? Am I poking that pain or heightening the value of the pleasure? 
• Am I doing it with as few well chosen words as necessary?
• Am I telling them what to do next?

Your copy has a job to do. Make sure it delivers.

PS Can you guess which video got the most views, re-posts, etc.?