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:
