Copywriters...You Can Learn Something From Law & Order

7 replies
I don't know how many of you watch the show, but it's been on now for 20
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.
#copywritersyou #law #learn #order
  • Profile picture of the author Steven Wagenheim
    Originally Posted by Paul McQuillan View Post

    I used to hate Law and Order. That was my mom's favorite
    show. When she passed away 2 years ago I started to watch it

    Now I like it. I LOVE SVU (which has now been on over 10 years)

    back to the point...

    Exactly right Steven. If you find something that works don't screw
    it up.
    Paul, I'm sorry to hear about your mom. I lost mine this past June. It's hard
    and I'm not sure it gets easier.

    And yes, when you find something that works, don't mess it up.

    I'm waiting to see if that show outlives Gunsmoke.
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    • Profile picture of the author CDarklock
      Originally Posted by Steven Wagenheim View Post

      I'm waiting to see if that show outlives Gunsmoke.
      The Simpsons already did.

      Vaguely offensive, isn't it?
      Signature
      "The Golden Town is the Golden Town no longer. They have sold their pillars for brass and their temples for money, they have made coins out of their golden doors. It is become a dark town full of trouble, there is no ease in its streets, beauty has left it and the old songs are gone." - Lord Dunsany, The Messengers
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  • Profile picture of the author The Copy Nazi
    Banned
    Originally Posted by Steven Wagenheim View Post

    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.
    Partly. But what's more important is how targeted the pitch is. Halbert put it thus -

    "being on target is much more important than being facile with words"
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    • Profile picture of the author Steven Wagenheim
      Originally Posted by Metronicity View Post

      Partly. But what's more important is how targeted the pitch is. Halbert put it thus -

      "being on target is much more important than being facile with words"
      Yeah, that too.
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  • Profile picture of the author jackbauer
    Never watched Law and Order, but thanks for the heads up
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