Copywriters...You Can Learn Something From Law & Order
seasons...and with no original cast members.
It has to be doing something right.
What is it?
It's called formula...and it works.
If you've watched the show long enough, you can almost write the episodes
yourself.
Show starts with some people going through their day and stumble on a
dead body. Cops arrive on the scene, make their clever scene closing
remarks and we're off to the races with the theme song.
Cops continue investigation, usually taking them through a series of
suspects until they find the one they arrest...usually by the 30 minute
mark.
Prosecutors then discuss the wrinkles of the case and the problems with
prosecuting...usually because of not enough evidence.
By the end, after a trial the suspect is either found guilty OR there is a
twist and is either found not guilty or somebody else is discovered to have
done it, usually through a confession of the accused or somebody else.
You never know where the episode is going to ultimately end up, but you
know how it's going to get there...it seldom varies.
This formula has kept this show around, in spite of numerous cast changes,
for 20 years.
In short...it works.
The same is true with copy. I know some say that you don't need to use
formula, and you don't, but if you have one down to a science and use it,
you stand a decent chance of writing a hit sales letter PROVIDED the
other ducks are all lined up (product, price, etc.)
Take a look at some of the most successful sales letters.
You'll find a good many of them have a lot in common. And if you dissect
them, you'll find that many of them stick to that formula.
What separates a great sales letter from a good one comes down to
how good the copywriter is with words...and that's training and talent.
How much of each? I'll leave that argument to the theorists.
Anyway, watch an episode of Law & Order when you get a chance.
You might learn a lot about copywriting.
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Steven Wagenheim -
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CDarklock -
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The Copy Nazi Banned-
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Steven Wagenheim -
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jackbauer -
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