Simplify the complicated
Facts are facts, but facts alone aren't enough to persuade people.
Because a website without good copy is like Chuck Norris without a beard. Powerless. Unnatural. A tragedy. I have ONE slot available for a small copywriting project starting after July 3rd. If you run a DTC/eCommerce brand and need help improving your website conversion rates let's work together. But don’t email me - unless you take copywriting seriously.
There's something special about cinema.
Movies are a symbol of the power of human imagination.
And movie directors are vivid storytellers.
Their job is to create stories.
Interesting stories.
Stories that strike the right balance between communicating ideas and appealing to emotions.
Movies can be based on real stories, but movies are fictional narratives. And their job is to entertain us, not educate us (that’s the job of documentaries).
Movies aren't supposed to be rational. Yet many folks judge movies with rational criteria.
For example, Ridley Scott's historic epic Napoleon received harsh criticism in France.
Because people judged it with rational criteria.
You see, Napoléon Bonaparte is still celebrated as a hero by many people in France.
Which explains why French people were furious after watching Napoleon.
Because an English director made a movie about Napoléon with no french actors. And where everyone speaks in English.
Also, French historians were pissed and slammed Ridley Scott for grotesque historical inaccuracies.
Specially because of a scene where Napoléon bombs the crap out of the pyramids in Egypt.
It's true, Napoléon invaded Egypt in 1798.
And Napoléon killed a lot of people during the invasion and occupation of Egypt. But Napoléon never bombed the pyramids.
So when the Press asked Ridley Scott about this historical inaccuracy, Ridley Scott replied something interesting:
“I don’t know if he did that, but it was a fast way of saying he took Egypt."
If you think about it, good copywriters think a lot like Ridley Scott.
Their job is to reduce a brand or product to a simple and interesting truth. Then dramatize that truth to make a point.
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》”Dangerous” Ideas
1/ Simplify, then exaggerate
2/ To turn apathy into action don't be afraid to break the rules. If everyone goes Pop, then you go Punk.
3/ Bring product facts to life in a way that feels new (And relatable).
Nice examples here from Australia.
Your pal,
🚀 Founder & Chief Copywriter: Teardwn ↬ “Hire me to give voltage to your website copy”
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