Reframe or reaffirm ONE idea in people's minds
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My copywriting crash course won’t make you magically start writing copy like a Pro copywriter with 20+ years experience. But it will help you start writing copy that feels new (and so relatable) that the right people will read every word.
Sooner or later, every business faces problems. But sometimes things go south from day one.
The Walt Disney Company opened its first theme park Disneyland, in Anaheim, California, in 1955. Disneyland was a big big big success.
In 1971, The Walt Disney Company opened another theme park. They called it Disney World and opened it in Orlando, Florida. It was anther big big big success.
Then in 1983 The Walt Disney Company opened Tokyo Disneyland. Another big big big success.
Then in 1986 rumours came out that Disney wanted to build a new international theme park.
Officials from over 200 locations tried to persuade Disney.
They wanted so badly Disney to build the new theme park in their hometowns.
But Paris was the chosen one.
Because of demographics. After all, at the time 7 million Europeans lived less than a two-hour drive from Paris.
And because of subsidies. After all, the French government offered Disney over $1billion in incentives.
So EuroDisney opened in 1992.
But then something weird happened.
Most visitors were Americans living in Europe. And Japanese tourists visiting Europe.
And contrary to expectations, the French didn't show up as forecasted (Parisian intellectuals calling EuroDisney “a cultural Chernobyl”, plus a bunch of operational and staffing errors that gave EuroDisney a lot of bad press during the first years of operations also didn’t help).
In fact, in 1994 only 40% of visitors were french. 12 % were British.
When EuroDisney opened it attracted 1.6 million British visitors in its first year. But numbers fell to 1.2 million in 1995.
All this resulted in cumulative losses of $2 billion by the end of 1994.
Which was why on 1 October 1994, EuroDisney rebranded to Disneyland Paris.
You see, it turns out that EuroDisney was a flop was because Europeans associated Disneyland with Florida, not Paris. Especially the British.
Disney's Ad agency Ogilvy & Mather Direct London did some research. And they discovered something interesting.
"More people from the U.K. visit Disney in Florida than any other European country."
So the agency came up with a new campaign to reposition the park. And tell British travellers that “The Magic is Closer Than You Think”.
Then they sent a mail pack to British parents saying: “Make the family disappear”.
But they sent it in a very creative way - a Magic Wand that when you unrolled turned into a letter.
Then surprise, surprise in 1996 Disneyland Paris finally reported profits. And attendance boomed to 11.7 million visitors (up from 8.8 million in 1994).
Copywriting has one real job: To reframe or reaffirm ONE message in people's minds.
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Dangerous Ideas:
1. Start with a headline that makes a claim and is written in a playful, curiosity-inducing way⇝ “70 years later the fire’s still burning”.
2. Body copy continues the same thought of the headline:⇝ “Flame-grilled since 1954”
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11 dangerous principles to think and write copy like a Pro copywriter. Which means writing copy based on research, intuition and a good understanding of consumer buyer psychology. 11 Dangerous examples included.
11 dangerous writing techniques that’ll help you write more creatively, faster. And write copy that is easier to read than to ignore. Including how to write an unignorable first paragraph, how to write copy that reframes the importance of your category or product, how to write brutally honest copy, and more.
17 headline techniques and 29 headline formulas to write unignorable (not forgettable) headlines.
All you have to do now is pay what you want to download it (Minimum: $20.99 for Creative Samba readers, that’s less than the price of a nice bottle of Le Père Jules French Cider from Normandy).
Your pal,
Miguel Ferreira
🚀 Founder & Chief Copywriter: Teardwn ↬ “Hire me to give voltage to your website copy”💌 Newsletter: Creative Samba🏂 Side projects: ✍🏼 Nobody Reads Ads + 💭 Snackable Copy Tips + 👀 Great Landing Page Copy + 🎧 Chill Music Club + Make me an offer…I’m selling two domains: dreamfootballjobs.com. ⚽ + hiredogtrainer.com 🐶