Do you ever watch the TV show 24?
I LOVE “24.”
In my humble opinion, it is by FAR one of the best TV shows ever made.
Not only because of its endless entertainment value…
… but also (you knew this was coming, didn’t you?) because of its many sales letter lessons.
In fact, you can use 24 as a great copywriting model for most any product.
And there are at least three reasons why:
1. 24 Is NEVER Boring
Whether you love it or hate it… it’s never boring.
Maybe it’s the “real time” structure of the show with the constantly ticking clock.
Or maybe it’s the intense “no escape” situations Jack Bauer is constantly placed in.
Whatever the case… 24 is anything but dull.
Same goes for really good ads.
They never bore you or make you want to “turn the channel.”
This is so important, I have an entire chapter about this in my “Copywriting Grab Bag” book.
It goes into detail about how the late (brilliant) copywriter Eugene Schwartz watched a particular 1980’s action movie over and over — with a stopwatch.
Very cool stuff.
And, according to Gene, the most powerful sales “secret” he used.
2. 24 Doesn’t Try To Please Everyone
This becomes obvious after just one episode.
For example…
… if you’re one of these weenies who freaks out whenever our police refuse to coddle bloodthirsty criminals or when prison wardens “deprive” inmates of cable TV and high-speed Internet access…
… then you’re probably NOT going to like watching Jack Bauer “get medieval” on those he needs to extract information from.
Heck, torture is like second nature to Jack.
Which tends to turn OFF as many people as it turns ON.
Again, that’s what many good sales letters do.
They turn off people they are NOT trying to sell…
… at least as hard (if not harder) as they turn on people they ARE trying to sell.
3. 24 Is Unpredictable
24 is nothing if not packed with twists and turns.
The writers have no problem killing of main characters out of the blue, blowing up cities or doing whatever they need to keep you on your toes.
And let’s face it:
Predictable is boring.
Unpredictable is fun and engaging — and even entertaining.
All of which keeps people glued to your ads.
Anyway, if you haven’t seen 24, I highly recommend it.
Your bank account will thank you for it.
Ben Settle
P.S. If you want to start using TV shows and movies like 24 to dramatically ratchet up your sales letter response, then check out chapter 3 of “The Copywriting Grab Bag” at:
{ 2 comments }
Mr. Ted Nicholas is fond of saying…
“Copy can never be too long. It can only be too boring.”
You’re recommendations in this post are money, Ben.
And a great place to strive for an unpredictable angle in your copy would be in your offer. Especially if your going to a virgin market (monkey underwear) who hasn’t been tainted by reading pro level copy (internet marketing courses) every day.
Oh yeah, Ted just let me in on a secret that’s relieved me of a huge blind spot in my writing and it just might do the same for you too now that you’re seeing it here for the first time or being reminded of it.
Where do start once you’ve done your research and you sit down to write? The headline, the bullets or the offer?
Ted recommends starting with the order form. It his observation that if you wait till the very end of writing a piece to craft the offer and the order form you’ll have a higher chance of being burned out and then you rush this crucial element of your letter so you can beat the deadline.
I agree with him. I’ve been there. It ain’t pretty. Maybe you have too.
By the time I come down to the end of a 3-7 week bout with a letter — I’m through with it. I’m ready to move on to something new. How nice would it be if at this time when you’re on the ropes… your super duper offer and order form are ready to plug & play?
It’s been dreamy for me. Try it out. See what you think.
Note Taking Nerd #2
http://www.mynotetakingnerd.wordpress.com
Great advice Note — a LOT of the old time mail order guys used to start with their order form.
It’s an extremely good idea, but I always start with bullets.
Why?
Because (at least in my case) the bullets become the “fodder” for my order forms. They also become the raw material for my headlines, subheads, emails, and everything else in between, too.
Ben
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