Have you seen that movie, “The Big Short”?
It’s about some Wall St guys who knew the economy would go tits up in 2008. So they got rich by betting against the stock market.
It’s worth a look. If only for the way it gives out critical info. Because that’s something you can use in your copy.
How’s that? Well, the writers had to keep the audience up to speed, by showing how different types of stock worked. But that’s dull (like real dull). No-one buys popcorn to sit through that.
So they found other ways. Like, a character turning to camera and saying “Here’s Margot Robbie in a bubble bath to explain it”.
And yes, they cut to an in-tub Margot telling it like it is.
Why? Because male or female, gay or straight, no-one is gonna tune out when Margot’s in the tub. She explained all the dull stuff, and we all took it in – because she held our attention.
Now, I’m not suggesting you mail your next offer with a Cut-Out Soapy Margot. (Although if you did, I’d read it).
No, I’m saying take the principle –
Reward the customer for taking on dull but essential info.
Sure, it’s nothing new. The phrase “SEX SELLS” pre-dates Marilyn Monroe. And I’m sure if Boadicea had done a saucy photoshoot, some merchant could have used the pics to sell more dung or pitchforks.
But sex (hot male or female) is only one example. There are other ways to “reward” attention.
This post is another example. If I’d plain told you about the principle, you’d have switched off by now. But wrap it in a story, and you’re up for it. (I know this, cos you’re still reading…)
It’s the distraction factor. The dog’s pill wrapped in a slice of baloney. Or Mary Poppins’ spoonful of sugar that helps the medicine down.
Sex and stories do it well. And so does carrot-dangling. As in “I’ll tell you all about this [DANGLE CARROT] in a moment, but first let me tell you [ADD DULL ESSENTIAL INFO]”.
Now the reader’s on the hook. They’ll absorb the dull stuff, because it comes with a Scooby Snack.
Why not give it a go? What bribe can you use to grab the reader’s attention?
It could make a whopping difference to your next campaign.
FOOTNOTE: if you read this expecting to see Margot Robbie in a bathtub, two things:
1 – That proves my point! The promise of reward lured you through the message.
2 – Here it is – enjoy. Just don’t let HR spot you…