One of the quickest, most effective ways to craft compelling copy is to model after copy already working in your market.
However, there’s a sharp difference between “modelling” after something. And flat out ripping it off…
As you know, I’m a gamer. And I take videogames seriously. And some my favourite videogames of all time are, surprise surprise… The Harry Potter Games ( The ones based on the first three books, not the ones which came after ).
Reason why I, and almost every other videogame critic absolutely loves these games is because the capture what’s so magical about Harry Potter ( Pun intended ). Exploration, and magic.
But the Harry Potter Games went South after the Gears of War franchise completely changed the way action games where handled.
By making the game a single long corridor. With the occasional large rooms where you shoot the alien scum while hiding behind conveniently placed crates. This simple formula sold millions. And spawned several sequels.
And dozens of copycats. Now everyone was doing it in the games industry.
And The Harry Potter franchise wasn’t gonna be left out.
Oh no… they lept into the pond at full speed and tried copying Gear of War’s style. And by “copy”, I mean “rip off” completely.
People could clearly see the game was a total sham before they even got to play it. And it was universally panned by both players and critics. Some even went so far as to call it “Gears Of Potter”.
And this problem isn’t just limited to videogames.
Oh no, it affects all of us…
Just because a copyriting idea, angle or concept is working ( and by working, I mean raking in the cash ) for one market, doesn’t exactly mean it’s going to work for yours.
In fact, copy written in the same market, but to different lists might work for one list, and bomb in the other.
The main idea, isn’t to “swipe whole cloth” ( as copywriting powerhouse Ben Settle would say ). But to take the winning ideas and angles. And adapt them to your prospects.
Modify them until they’re almost a new thing altogether.
Oh, and before I wrap off. You can team with me if you want copy written from your prospects, which uses proven ideas and concepts. Without ripping them off altogether.
Just hop on over to http://jaymakoni.com/work-with-me. And pick the option you want.
And as for me, time to make some oatmeal.
Later, my comrade.