FOOD FOR THOUGHT
- What is the purpose of copywriting? Is it just to sell stuff?
- Where does its power lie? Is it trickery or something deeper?
- How can it help brands? And you?
Topics & Activities
- Building Trust
- GENERIC vs. REAL
- The Power of Persuasion
- How Copywriting Gets a YES
Building Trust
It’s Christmas Eve and your mother is ill. You haven’t seen her in months and she’s depending on you to make it home to Jacksonville for Christmas. But your car broke down and you don’t have the money to fix it or to buy a plane or train ticket.
You could ask your dad for the money but you want to surprise them both.
So you decide to hitchhike. You stuff your things in a backpack, grab a piece of cardboard and a magic marker. Then you head to the highway with your sign to wait. And wait. And wait.
No one picks you up. Why not? You have a trustworthy face. You’re dressed decently. Your hair is looking good. You smile wide. But no one stops.
What’s the problem?
Another two hours go by but no one stops. You’re in a good spot. Easy to see from a distance, with plenty of room to pull over.
Another hour passes. It’s getting late and you’re starting to worry. Out of desperation you rack your brain. You think: what if it’s the sign? You study it. The handwriting is readable. And the traffic is headed in the right direction.
Your mom’s disappointed face flashes through your mind. Impulsively, you turn the cardboard over and scrawl a few words. You hold it up and are amazed that almost immediately, a driver stops to pick you up.
What happened? Copywriting happened. You chose just the right words in just the right situation. And WHAM!
Generic Vs. Real
Copywriting is not just for ads. And it’s not just for ad professionals. It’s a type of storytelling anyone can learn. It’s your secret weapon in the classroom, in the conference room, and in life.
Why didn’t the hitchhiker get picked up right away? No doubt who the person is makes a difference. Is he white, black, brown? Old, young? Is he a she, or a them? Identity plays a role. Which is why in other chapters we’ll discuss how advertising mirrors and reflects society – for better or worse. We’ll also discuss advertisers’ (and students’) responsibility to be representative and inclusive.
But for the purposes of this comparison, let’s say the guy’s identity isn’t a major barrier. So, what gives? Why doesn’t he get picked up? The sign is the problem. It’s not at all persuasive. In fact, it’s generic. “To Jacksonville”. Who cares? Certainly none of the drivers – because not one of them stopped.
Why did sign 2 work instantly? It doesn’t even say the destination.
It worked because we all have moms, or chosen people, whom we love and want to spend the most important days of our lives with.
The words “To Mom’s For Christmas” say something real; something we connect with. Those four words create trust. They make us stop because a guy going to mom’s for Christmas must be a good guy. The audience can empathize with this guy who just wants to make it home for the holidays to be with his family. What are some reasons they might be able to relate to and understand his position?
The Power of Persuasion
The power of persuasion is the hidden power of copywriting. It’s what makes copywriting feel like magic. Like a superpower that gives you mind control; the right language and tone in the right context at the right time gets people to say YES. All kinds of people: your teachers, your bosses, your parents, your friends, your crush, your consumers.
Copywriting Helps You Get a YES When…
- You want your crush to go on a date
- You want your parents to buy you a new pair of kicks
- You want your boss to give you a fat promotion
- You want consumers to buy a product or service
- You want to convince an institution or individual to support you and your ideas
Copywriting gives you the power to get more of what you want out of life. It is storytelling with a purpose. That purpose is to persuade. To connect. And sometimes to sell.
In this book, you’ll learn that Copywriting is not just for ads. And it’s not just for ad professionals. It’s a type of storytelling anyone can learn. And once you learn it, it can be your superpower – in the classroom, in your career, and in life.
Say it Straight vs Say It Great Activity
- Think of something you want – a good grade, new device, or better job. Write it down in a 10 words or less; that’s your “Say it Straight”
- Now Rewrite that sentence 3 different ways, using more persuasive, emotional language
- Work with a partner and review each other’s statements.
- Which way is most real and why?
- Which emotions does it create?
- Which statement evokes emotion, creates trust, and is most likely to get you a YES? That’s your “Say it Great”
- Do you and your partner both agree on the same statements? Why/why not?
Key Takeaways
Copywriting is writing that persuades by saying something real; by tapping into the consumer’s emotions to create trust. It’s not just for ad pros and it’s not just used to sell stuff. It’s for everyone. And it can help you get a YES in your studies, your career, and your life.
- To Get Attention, Get Real
- Be Real, Be Trusted
- Don’t just say it straight; say it great
- Copywriting gets a YES
