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Buy a house in Bel Air and hire someone to live in it

by bad golfer
3 replies
David Mamet had a series called "The Unit" on TV several years ago.

He sent a memo to his writers to keep them focused on writing drama, not "information."

Although his comments were for a TV show, there are lessons for many types of writing.

For copywriting, it's a good reminder to make sure your copy is a slippery slide.

Each sentence should lead the reader further into the copy.

Here are some excerpts (CAPS are Mamet's):

"THE AUDIENCE WILL NOT TUNE IN TO WATCH INFORMATION. YOU WOULDN'T, I WOULDN'T. NO ONE WOULD OR WILL. THE AUDIENCE WILL ONLY TUNE IN AND STAY TUNED TO WATCH DRAMA.

QUESTION:WHAT IS DRAMA? DRAMA, AGAIN, IS THE QUEST OF THE HERO TO OVERCOME THOSE THINGS WHICH PREVENT HIM FROM ACHIEVING A SPECIFIC, ACUTE GOAL.

SO: WE, THE WRITERS, MUST ASK OURSELVES OF EVERY SCENE THESE THREE QUESTIONS.

1) WHO WANTS WHAT?
2) WHAT HAPPENS IF HER DON'T GET IT?
3) WHY NOW?"

************************************************** ***

"DO NOT WRITE A CROCK OF SHIT. WRITE A RIPPING THREE, FOUR, SEVEN MINUTE SCENE WHICH MOVES THE STORY ALONG, AND YOU CAN, VERY SOON, BUY A HOUSE IN BEL AIR AND HIRE SOMEONE TO LIVE THERE FOR YOU."
#air #bel #buy #hire #house #live
  • Profile picture of the author misterme
    Wow. That was great. Thanks.
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  • Profile picture of the author The Copy Nazi
    Banned
    Originally Posted by bad golfer View Post

    "THE AUDIENCE WILL NOT TUNE IN TO WATCH INFORMATION. YOU WOULDN’T, I WOULDN’T. NO ONE WOULD OR WILL. THE AUDIENCE WILL ONLY TUNE IN AND STAY TUNED TO WATCH DRAMA.
    Which is why I deliberately stir things up on this board. No-one's interested in reading "Very nice first attempt at a salesletter John. However I do think it would perhaps work better if you introduced more benefits into your headline. Dan Kennedy has a very good method for writing headlines. Have you heard of him? I've studied all his stuff and I must say its helped me enormously. Also...I notice you keep saying "a copy". That's not quite correct - although a common mistake - especially with non-native English speakers. One should say "copy" ....blah blah blah.

    You'll notice I'll say things like "Your headline is a dead dog and your bodycopy is as boring as batshit".

    The smart ones want to know why. The deadbeats just get all upset and precious. Who do you think will go on to write good copy?

    Thanks for posting this Mr Bad Golfer. We've seen it before but doesn't hurt to whack it up again. Its brilliant. And funny. But this bit -
    WHAT IS DRAMA? DRAMA, AGAIN, IS THE QUEST OF THE HERO TO OVERCOME THOSE THINGS WHICH PREVENT HIM FROM ACHIEVING A SPECIFIC, ACUTE GOAL.
    can be explained in one line - "Drama is conflict".

    Thanks again Joe...I always enjoy reading this Mamet stuff.
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    • Profile picture of the author bad golfer
      Originally Posted by The Copy Nazi View Post

      Thanks for posting this Mr Bad Golfer. We've seen it before but doesn't hurt to whack it up again. Its brilliant. And funny. But this bit - can be explained in one line - "Drama is conflict".

      Doh! You are correct--Rick posted it here in 2012:
      http://www.warriorforum.com/copywrit...ters-unit.html

      At first I didn't think I read that thread before, and then I see I thanked the first post. Oy!

      Here are a couple links from that thread others might find useful:

      From Rick Duris:

      "...Kevin Costner's eulogy for Whitney Houston. When read on paper, it's a great piece of writing. What does Kevin Costner do? "... say some stories.""
      Two Graces Taos: Eulogy for Whitney Houston by Kevin Costner, February 18, 2012

      From Miss Lizzie:

      "...a memo from Jeffrey Katzenberg to his execs at Disney, after the flop that was Dick Tracey...Not everything's relevant to copywriting of course, but Katzenberg makes some great points about the importance of story, a central idea and even marketing and testing."
      Letters of Note: Some Thoughts on Our Business

      All above links also added here:

      http://www.warriorforum.com/copywrit...marketers.html


      P.S. I painted "DO NOT WRITE A CROCK OF SHIT." in big letters on my office wall with a 4-inch brush.
      Signature
      Marketing is not a battle of products. It is a battle of perceptions.
      - Jack Trout
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