Saturday’s email about 24’s copywriting secrets struck a small nerve.
Been getting emails from lots of 24 fans (yep, the Tony Almada thing shocked me, too)…
… as well as from people saying how dumb I am for wasting my time watching the “boob tube” at all.
In fact, some people are all but telling me my TV is the devil, and if I unplugged it, threw it out the window and got back to work, I’d make much more moolah.
Well, I ain’t so sure about that.
I agree TV can be a vicious “IQ killer.”
I agree watching a bunch of TV’ll dull your brain.
And I agree a LOT of TV has become a moral swamp.
What I DON’T agree with is not watching TV at all.
In fact, I think people who take this “TV is the devil” attitude are shooting themselves in the pinkie toe.
Why?
Well, for one thing, there’s a LOT of idea “fodder” on TV.
I’ve batted out some of my best ideas for headlines, sales letter themes and specific ways of describing things after watching shows like 24, Prison Break, Smallville, Supernatural, Lost, etc.
Something happens when watching certain shows that keep you engaged that lets your subconscious “slip” you ideas.
Eugene Schwartz talked about this in his famous Rodale speech.
How your conscious mind can only hold a few memory “bytes”…
… and the billions of other “bytes” in your subconscious (which constantly soaks up information through your 5 senses) will give you all kinds of inspiration and ideas and solutions if you let it.
This happens to me a LOT when watching certain shows.
And I highly enjoy having marathon weekends watching this stuff.
Usually I end up with a whole arsenal of fresh new ideas for my ads, sales letters, newsletters, products and anything else I’m working on.
I also get a sense of what words, phrases, and ideas people are using so I can harness them for my stuff.
Look, I’m not saying to glue yourself to the TV 24/7.
That would be a nuts-o thing to do.
All I’m saying is use the idiot-box as a “power tool” for writing better copy.
It’s no different than the Internet (an even BIGGER wasteland than the boob tube), reading popular magazines or going to blockbuster movies.
These things let you see what ideas people are responding to.
And if you know how to use them… you’ll get almost unlimited ideas for your ads.
Ben Settle
P.S. If you find this subject interesting, then be sure to check out “The Copywriting Grab Bag” when it’s released. Chapter 2 covers another way of getting almost unlimited ideas for your projects that’s actually more entertaining and fun than watching movies or TV.
A way I actually used an hour ago to write this email.
To be notified when it’s ready, go to:
