Let’s play pretend for a minute, shall we?
Let’s say you live in an old Italian Market. On your rounds as a door-to-door zucchini salesman, you drop in on two tailors’ shops that are quite different.
The first is run by Roberto Andolini, a very skilled tailor who has a ridiculous mustache and always greets you warmly, asking about your kids and your business. Roberto has a large collection of fountain pens and is always telling you about his latest acquisition.
Each time you see him, he cracks the same joke about making sure to keep the pens away from the clothes he’s tailoring. And each time he tells it, he’s so amused by his own hilarity that he uncorks a big, billowing laugh. You like Roberto very much.
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You say people don’t act on your offer.
Yes, but they act as they are.
You say you shouldn’t have to appeal to human emotion.
Yes, but otherwise nothing gets done.
You say you want to change the world.
Yes, but you seek change through reality, not in spite of it.
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Video can be highly effective as a persuasive and engaging form of web content. But all too often, it’s… well, not.
Online video must be engaging before it can be persuasive. Just as with getting someone to read an entire article, the idea is to get someone to start watching, and keep watching until the end, or at least to the point where you prompt the viewer to take a desired action.
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What is it that makes you want to slave over an article or a blog post, to get your point across and to have other people read your words? What is it that makes you – or any of us for that matter - want to write?
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Some people write to sell, and other people write to tell stories in novels and film. Pretty cut and dry, right?
A copywriter is the selling type… she uses her talents to promote a person, place, thing, or idea. That copywriter chooses words to make the subject look and sound great so that a desired action happens. It’s all about marketing, sales, and conversions.
But great copywriters are also storytellers.
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Back in 1976, the music industry was in a full-tilt disco craze.
All the smart money was chasing new disco acts based on the success of tunes like The Hustle and Jive Talkin’ by the Bee Gees in 1975. Rock was dead they all said, and this is even before Saturday Night Fever brought disco to middle America.
But then just another band out of Boston turned that wisdom on its head.
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