As a comic book geek, my “fanboy” hairs stood up with this news:<\/p>\n
Zack Snyder — who directed the brilliant “300”<\/strong> and upcoming “Watchmen”<\/strong> movies — wants to direct the movie version of “The Dark Knight Returns”<\/strong>.<\/p>\n This story is about an older, out-of-shape Batman who comes out of retirement due to rising crime and violence.<\/p>\n It’s psychologically dark, “gritty” and unlike anything at the time.<\/p>\n In fact, it changed the entire comic book industry forever… <\/p>\n … and even saved “Batman” from cancellation. <\/p>\n (Bats wasn’t always as popular as he is today.)<\/p>\n What does this have to do with your copywriting?<\/p>\n This:<\/p>\n In one “scene”, Batman lugs an unconscious gang-banger to a building top — and holds him there face down, looking at the street. <\/p>\n And when the sociopathic killer regains consciousness, all he sees is blackness — as Batman’s hand covers his eyes.<\/p>\n After asking this killer a few questions (and getting nothing back but mindless drivel about his “rights”)… <\/p>\n … Batman removes one finger from the guy’s eyes at a time — until he sees where he’s at (hanging by a thread by Batman’s “weak arm”) and starts telling Batman what he wants to hear. <\/p>\n As Batman says:<\/p>\n “It was tough work carrying 220 pounds of sociopath to the top of Gotham Towers — the highest spot in the city. The scream alone is worth it.”<\/strong><\/p><\/blockquote>\n Anyway, what’s the point?<\/p>\n How in the world can this help you write better ads?<\/p>\n The answer is simple:<\/p>\n Ol’ Bats made the gang-banger an “offer he couldn’t refuse.”<\/strong><\/p>\n In other words:<\/p>\n Batman would not drop sociopath from 300 feet in the air, if sociopath told Batman what he wanted to hear.<\/p>\n And guess what?<\/p>\n In a way, that’s EXACTLY what great ads do, too.<\/p>\n No… not with threat of violence, you silly.<\/p>\n But by making your offers so “in harmony” with what your customer wants… whether it be to eliminate a pain or gain something they desperately desire (or both)… he almost can’t HELP buying from you.<\/p>\n Even if he didn’t originally want<\/em> the product you’re selling.<\/p>\n And even if your ad is poorly “written.”<\/p>\n Frankly, if you get your offer right, your customer has no choice<\/em> but buy. <\/p>\n Which is why more sales are made NOT with brilliant writing… <\/p>\n … but with brilliant OFFERS<\/strong>.<\/p>\n What’s the moral of the story?<\/p>\n Put time — LOTS of time — into your offers.<\/p>\n In fact, if you’re going to swipe something, swipe the kind of dramatic, “ballsy” offers your loudmouth competition is scared to match.<\/p>\n It’s like having a 40 meter head-start in a 100 meter race.<\/strong><\/p>\n And let’s you “win” without needing to be the best “copywriter.”<\/p>\n Ben Settle<\/p>\n P.S<\/strong>. You can learn 3 powerful ways of creating “can’t refuse” offers (that go WAY beyond lame-o 30 or 90 day guarantees) in chapter 32 of “The Copywriting Grab Bag”<\/a><\/strong>:<\/p>\n One of them in particular is especially good, that I learned while while writing ads for a martial arts guru a few years back.<\/p>\n You can get it at a special discount if you’re on the “VIP” notification list at the above link.<\/p>\n","protected":false},"excerpt":{"rendered":" As a comic book geek, my “fanboy” hairs stood up with this news: Zack Snyder — who directed the brilliant “300” and upcoming “Watchmen” movies — wants to direct the movie version of “The Dark Knight Returns”. This story is about an older, out-of-shape Batman who comes out of retirement due to rising crime and […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[8],"tags":[],"class_list":["post-1309","post","type-post","status-publish","format-standard","category-copywriting-and-sales-letters"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/posts\/1309","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/comments?post=1309"}],"version-history":[{"count":0,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/posts\/1309\/revisions"}],"wp:attachment":[{"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/media?parent=1309"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/categories?post=1309"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/tags?post=1309"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}