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.?

Get Over Yourself

Get over yourself. David Bowie can help.

This past week was a good one. Crap ton of work delivered to thrilled clients.

I was ready to start believing my own press releases.

Sometimes I get overly impressed with myself.

To catch myself before I become a total ass, I think about David Bowie.

Here, in Bowie’s words, is a good story to absorb when you start thinking your shit doesn’t stink.

“[I] had quite the attitude as a young pop star, it’s easy to get caught up in the hype.

It changes you.

So I was on the set [of] ‘Ashes to Ashes’… I’m dressed from head to toe in a clown suit…I hear playback and the music starts. So off I go, I start singing and walking, but as soon as I do this old geezer with an old dog walks right between me and the camera…knowing this is gonna take a while I walked past the old guy and sat next to camera in my full costume waiting for him to pass.

As he is walking by camera, the director said, ‘Excuse me, [sir] do you know who this is?’

The old guy looks at me from bottom to top and looks back to the director and said, ‘Of course I do! It’s some cunt in a clown suit.’

That was a huge moment for me, it put me back in my place and made me realize, yes, I’m just a cunt in a clown suit. I think about that old guy all the time.”

5 Effective Copywriting Templates

You can't write effective copy unless you know the destination you're taking your audience to.

When you sit down to write a piece of copy, you should have a good idea who you're speaking to and what you want them to do as a result of reading the copy.

A copywriting template can serve as a road map to help you get from a blank page to copy that leads your audience to take a desired action. 

Technical Note: If you want a larger view of these quick videos, in the lower right hand corner of each video are icons for "Theater mode (t)" and "Full screen (f)" ... click either of those to enlarge the video.

While the first four templates are relatively clear and easy to put into use.
The fifth requires more explanation which you can find at 
https://www.stefanpaulgeorgi.com/the-rmbc-method-for-better-copy/

Take some time with these formulas. Google 'em if you want more details.

My advice, however, is to use them as guide rails and not think of them as edicts, etched in stone, all details to be precisely followed. Effective writing is not a color-by-numbers exercise.

Learning a new approach to your craft -- or being reminded of an approach you may not have used in a while -- can ultimately help you bring more value to your client and their target audience. 

The Most Interesting Man in the World

Beer ads typically appeal to regular folks. Guys mostly. Often getting the target market to, aided by the proper brand choice of course, imagine themselves:

• being more attractive to attractive women
• being more athletic in the company of athletic men
• having more fun at spectacular parties from beachfront bonfires to slick, big city apartments
• enjoying camaraderie with cool friends
• hanging out with professional athletes

In 2006, Dos Equis went against type, positioning their brand as the beer for the sophisticated drinker.

These ads were innovative, funny, and effective. And they all ended with The Most Interesting Man reminding you, “I don't always drink beer, but when I do, I prefer Dos Equis” to bring the message home.

The campaign featured the debonair (and older than the target demographic) Jonathan Goldsmith acting as the The Most Interesting Man in the World until 2016. The final ad with Goldsmith featured the Most Interesting Man taking off in a spaceship on a one-way trip to Mars.

Goldsmith was replaced by a younger actor, Augustin Legrand. When sales slumped, the character and the campaign were retired in 2018.

Why is he The Most Interesting Man in The World?

The talented copywriters on the campaign included claims to this auspicious recognition, including:

• If opportunity knocks, and he’s not at home, opportunity waits.
• In museums, he is allowed to touch the art.
• Once he ran a marathon because it was ‘on the way’.
• He has inside jokes with people he’s never met.
• Presidents take his birthday off.
• His 10-gallon hat holds 20 gallons.
• He once had an awkward moment, just to see how it feels.
• Bigfoot tries to get pictures of him.
• His tears can cure cancer; too bad he never cries.
• Bear hugs are what he gives bears.
• He is considered a national treasure in countries he’s never visited.
• His signature won a Pulitzer.
• When he goes to Spain, he chases the bulls.
• He is the life of parties that he has never attended.
• He lives vicariously through himself.

Stay Thirsty My Friends.

 

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If you have about 20 minutes to spare, you might enjoy this reel of every "most interesting man in the world" commercial.