Yesterday we saw Rorschach’s “finger snapping” sales secret.<\/p>\n
Now I want to tell you about another<\/em> character from Watchmen<\/strong>.<\/p>\n A character just as COOL as Rorschach… with a copywriting secret just as PROFITABLE.<\/p>\n His name is Dr. Manhattan — a blue, bald naked guy who the ladies find quite studly. <\/p>\n And he’s the only “hero” in the deal with actual “super powers”: The ability to manipulate matter at the atomic and subatomic level.<\/p>\n (Which is “geek-ese” for he can do whatever he wants.)<\/p>\n He can make stuff out of nothing, teleport, reduce a person to ashes with a mere thought, hang out on Mars, change his size, turn wood into glass, and even make duplicate versions of himself. <\/p>\n (You’ll have to see the movie for WHY he would do that…)<\/p>\n You want to know what else?<\/p>\n He is also a walking copywriting METAPHOR.<\/strong><\/p>\n I kid you not, either.<\/p>\n Think about it:<\/p>\n What is your job as a copywriter if not to give yourself (if even temporarily) unlimited powers<\/em> to do whatever you want for your prospects?<\/p>\n To grant their every wish<\/em>.<\/p>\n Fulfill their every dream<\/em>.<\/p>\n And (to paraphrase the late copywriter Eugene Schwartz<\/strong>) become, “The scriptwriter for your prospect’s fantasies”<\/em>?<\/p>\n You know, it sounds weird, but often the best ads are written BEFORE the product is made for this exact reason.<\/p>\n In fact, the last ad I wrote was like this.<\/p>\n We had no product, just a market and a list of what that market desperately wants and needs right now.<\/p>\n So I simply created the product as I was writing the ad.<\/p>\n Taking everything we knew about the market and creating the ultimate “super product” in my head.<\/p>\n My point?<\/p>\n Whether you have the product or not… it’s your job as the copywriter to figure out everything your prospect wants, and create a fantasy<\/em> in their brains as to how your product can grant all those wonderful miracles.<\/p>\n It’s the heart and soul of moolah-making copywriting.<\/strong><\/p>\n Frankly, you’re not just “writing.”<\/p>\n You’re like the “Doctor Manhattan” of their lives — giving them anything their little hearts desire. <\/p>\n All of which makes selling in print a piece of cake.<\/p>\n As well as a whole lot of fun \ud83d\ude09<\/p>\n Ben Settle<\/p>\n P.S.<\/strong> This creating fantasies thing can REALLY<\/strong> explode your response — even if you are not the best “copywriter” in the game. You can read more about how to become the “Doctor Manhattan” of your niche in chapter one of The Copywriting Grab Bag<\/a><\/strong>:<\/p>\n <\/p>\n