Awhile back, I wrote a post about the lessons Lord of the Rings taught me as a blogger. Today, we’re going to look at another nerd fandom of mine, Star Wars, and what it has to teach us in regards to sales copy.
Now, I KNOW there have been 5 movies made since the “original” three films of my childhood. (Yes, fans and faithful readers, I just dated myself there. Do the math, if you must. I’ll still deny everything.) We’re going to skip over Episodes 1, 2 and 3 for now, and pretty much completely ignore Rogue One. We’re just going to concentrate on Episodes 4, 5 & 6 and The Force Awakens. They’ve got the best bits in them for this analogy.
EVERY piece of sales copy, every ad, every landing page, even to some extent every email you send out, should have at least 6 basic elements in it, if you want it to sell.
And yes, you guessed it, all of those elements can be found in those good ol’ Star Wars films and characters.
Ready? Here goes…
Star Wars and Sales Copy
1.) The headline…Who can forget those words, “A long time ago, in a galaxy far, far away….”? We ALL wanted to know how “a long time ago” could have spaceships and battlestars and cloud cities, didn’t we? That headline aroused our curiosity, made us want to watch more, made us forget about going for popcorn. And that’s just what your sales copy headlines should do. They should draw the reader into your copy, make them interested in what you have to say, and yet not give away the plot.
2.) The hook…In copy, the hook is what you use at the beginning to keep them reading once the headline GETS them reading. In Star Wars, old George Lucas keeps us watching with unanswered questions. “What’s this farm boy got to do with anything?” “How’s Han going to get out of THIS one?” “Why is Princess Leia’s bikini so small?” (Admit it, you’ve thought the same thing…) Using story, using questions, using our next element, to KEEP readers engaged with your sales copy betters your odds of getting them to buy.
3.) Imagery…The Star Wars universe gave us some of the most incredible images ever set on film. Luke on Tatooine, the fighters swooping under and around the battle cruiser, Alderaan blasting to bits, Darth Vader’s sweeping cape and foreboding mask. And that’s just the FIRST film! Your sales copy needs to paint vivid, vibrant, unforgettable images in the minds of your readers, too. You have to MAKE them SEE themselves in the future, leading a much better existence since the purchase of your GizmoWizmo3000. You have to MAKE them SEE how much easier, less-stressful, happier they will be once they’ve opened their wallets and followed your CTA.
4.) The hope…”Help me, Obi Wan Kenobi. You’re my only hope.” When I work with young, inexperienced copywriters, I actually call this section of the sales copy the “Kenobi copy.” Why? Because in every sales message, you have to tell the readers why YOU are the best, brightest hope for a solution to their problem. YOU have to have SOMETHING to offer that’s special, different, unique to YOU, that they can’t get from anyone or anywhere else. YOU are the ONLY choice any sane, reasonable person could EVER make, and here’s the reason WHY…Otherwise, why should they buy from you, and not some other nerf herder?
5.) The head game…Ready for this? Your sales copy should include at least ONE Jedi mind trick. (No, you can’t force-choke folks into buying your stuff.) There are several universal persuasion tactics that every good copywriter and sales person knows how to employ for the best results. Which one(s) to use when depends on many things, not least of which is what you have to offer and when you are offering it. Some don’t like to think of themselves as “manipulators” but let’s face it – selling IS manipulation. So, we’ll call the things we say and do in good copy that get in the reader’s head and persuade them to take the desired action our Jedi mind tricks. Sounds slightly less “dark side of the force”, doesn’t it?
6.) The how to get it done…The Rebel Alliance always had a plan. Han Solo always had a plan. They always had a way to get the job done. Even when the Empire struck back and things looked their darkest, they planned and schemed their way to victory. In short, they knew the job they had to do, and did everything they could to get it done. Your sales copy has a job to do – get the reader to take some action. Your call to that action has to be crystal-clear as to WHAT that action is, and HOW the reader can get it done. Confusing, or vague copy isn’t going to cut it. Neither is copy that’s aimed in one direction, or at one audience, and a CTA or offer that’s aimed at another. (Shoot like a Storm Trooper, much?) Tell ’em what they gotta do to get what you got that they want. Tell them straight and true. Keep the copy always headed in the right direction, aimed at the right audience for the offer. Your plans will lead to victory, too.
Star Wars and Business
There’s a few other, less specific things that Star Wars taught me about sales copy, and business, in general. I’ll share them here, for the lessons they might give you, too.
1.) Speak Basic whenever possible. Or at least learn to understand the language of your reader enough to communicate. Chewie, R2D2, BB8, the Ewoks – they all got along just fine even though they never uttered a word of Basic.
2.) Some times, old ways are best. Just because you’re scripting a Facebook live, or a Brunson style webinar doesn’t mean that some of the old copywriting “stuff”, the old sales tactics, won’t apply. Jedis have been around a long, long time, and they’re still kicking Imperial ass.
3.) You need friends who can help you out in a pinch. Leia had Obi Wan. Luke had Yoda and R2. Han had, well, nearly everybody. When you get stuck, in a jam, up against a Jabba the Hutt sized problem with your sales copy, give me a call. I’m a Jedi mind trick master and am pretty handy with annoying droids, too.
4.) The little guy CAN kick the big, bad guy’s ass. Don’t be afraid to tackle the competition.There’s no Dark Side too dark to take on. YOU’VE got some Force of your own, remember? No need to be C3PO filled with doom and gloom every time things get tight.
5.) Princesses can kick ass, too. This one’s maybe a bit more personal for me, but yeah…remember, that Leia used that “slave chain” to kill old Jabba, and she did it while wearing that skimpy little metal bikini. God bless Carrie Fisher for a tough, take-no-prisoners princess. And you, no matter what your frailties, no matter what your disadvantages – your niche is too small, your product not innovative enough, your price too high, your business too “boring” to sell – you CAN sell. You CAN slay your own Jabba. Metal bikini optional.
So there, everything Star Wars taught me about writing sales copy.
Remember, if you need another rebel on your team, or just some Jedi training, contact me. And may the Force be with you…