Where's the drama? Create it. Here's how:
Every wonder why soap operas do so well?
How about reality TV, which is the evolution of the daytime soap opera. Ever wonder why it’s so popular?
And what about publications like the National Enquirer or The Globe. Why do you think they sell like hotcakes?
The answer is “drama.” Each of these media’s let you glimpse directly into the drama of someone else’s life, and for most people — that drama’s pretty interesting, isn’t it?
You know the old story about how if everyone dumped their problems into one big pot, chances are good you’d keep your own ones you started with, right?
Reality is, when you see someone else’s drama, to some extent, it makes you think the dysfunctional quirks that are part of your own life — well… maybe they aren’t so bad, after all.
The thing is, whenever you’re selling something — if you want to capture your prospects attention the same way the tabloids and soap operas do — you need to find the dramas in your product or service.
Now when I say find the “dramas,” I don’t mean you want to talk about your messy divorce or your uncontrollable drinking habit, I mean you want to figure out the big “differential” between what you’re selling, and what everyone else is selling. And then you need to let them know what that differential is.
What is it that keeps your product in the marketplace?
See, once you find this, then all you need to do is make your pitch all about the drama, and then your copy pretty much writes itself.
And while you can’t make a silk purse out of a sow’s ear, you sure can talk about what makes you different, all day long.
And remember, what makes you different doesn’t necessarily mean it also makes you unique — it just means you’re the one that has to talk about it. The best example I’ve ever seen of this is an old classic ad written by Claude C. Hopkins. I’ve included that ad, as well as my own detailed analysis of why the ad was so effective, as a bonus when you order Hopkins’ Scientific Advertising. This is an incredible book — one of the earliest books I studied — and will be the best $10 bucks you spend this year. Get it now at http://www.kingofcopy.com/hopkins and read it over the weekend — by Monday you’ll be a LOT smarter than you are right now.
Now go sell something, Craig Garber
P.S. Discover Scarcity! Customer involvement devices galore! And… Common Enemies! All in one marketing campaign! Along with a checklist of how to do this all on your own! In this month’s lead article in the Seductive Selling Newsletter, I take you through one of the slickest marketing campaigns I’ve ever seen. Read it and take your free 30-day test-drive of Seductive Selling, and check out the outRAGEOUS Video to see the 15 bonuses you get with your free trial at http://www.kingofcopy.com/ssnl
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