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Copywriting and "The Force"

My inner geek resurfaced after seeing Star Wars, Episode III – Revenge of the Sith.

The original appeared in 1977 before the days of VCRs and small recorders. (By the way, the title was Episode IV – A New Hope my sons inform me. NO Cosmic Wars as I foolishly thought.) As a teenager, I paid to sit through it 15 times. My cousin and I even snuck into a cassette tape and recorded the entire movie on two 60-minute tapes, memorizing every line. Told you I’m a geek!

As I watched the last episode of the series wrap up last week, I realized that there are similarities to the good and evil in the world and the good and evil of creating an out-of-this-world replica.

1) Like “The Force”, a copy is EVERYWHERE. It’s in all your marketing and promotional materials. Whether you’re talking about emails, websites, brochures, back cover product copy, magazines, blogs, flyers, even business cards…they all rely on copy to get your message across. Obi Wan Kenobi was right when he said, “It surrounds us. It permeates us. It binds the galaxy together.” He just didn’t realize he was talking about a copy too!

2) Persuasion techniques are as prevalent in copy as they are in the old Jedi Mind Trick. Copy is a salesperson in print so naturally you have to overcome objections, put yourself in the shoes of your target market and move the prospect to the sale. Think of them as you do. If they came to believe it was THEIR idea instead of yours, all the better!

3) Copy and cut off members can always be repaired. Jedi and Sith Lords have a habit of removing each other’s limbs with lightsabers. But never fear. They can be replaced by stronger, mechanical versions. Same with copy. Don’t be afraid to cut and edit your words. In the end your message can be more powerful.

4) Good copy and the Death Star pulls the perspective like a tractor beam. Whether the prospect agrees or not, when the copy is targeted and compelling, it should suck in the reader as if it has a gravitational pull. If your copy does the job, there’s nothing else the prospect would rather be doing than reading it right NOW. As the erudite Gary Halbert said, “Copy can never be too long. Only too boring.”

5) Just like Anakin Skywalker had a reason to turn to the Dark Side, you should have a reason “why” you give so much. (By the way, how hot is Hayden Christensen who plays young Darth?! Sizzling, I say!) Darth Vader didn’t become the Dark Lord because he WANTED to be evil. He had a very good reason to turn around. Also, you must have a very good reason why you are making the exceptional offer that you are making. Have you made too many widgets? Are your partners coming for back pay? Need to liquidate your cassette product supply? Be honest, but let the prospect know “why” this deal is a no-brainer.

“The Force” be with you.

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