I think Stephen King would make a great copywriter.
I know, I know…sound weird, and his copy would scare the living crap out of you…But he understands an important part of writing copy.
I’ll get back to that in a moment. But right now…
I’d like to talk about a quote I came across while browsing the interwebs.
This quote not only applies to advertising.
It applies to every possible piece of media you can count. From movies, to books, to comics. It should be taken as a rule, and used as a guideline when you’re writing copy.
You’re wondering what this quote is, aren’t you?
Well, it’s as follows…
“People don’t read advertising – they read what interests them, and sometimes that’s advertising.”
Just for the record, up till I read that line, I had no idea who Mr Gossange was, but mondo respect to him for sure!
Anyways, this couldn’t be farther from the truth.
Humans are selfish lot. And we suffer from major attention span issues. Good luck getting us to read anything, let alone an ad promoting your product.
If we aren’t interested in it, you don’t have a ghost of a chance of us reading it.
This is why top copywriters spend loads of time working on their headlines ( some even spend up to 90% of their time working on this ), and perfecting their openers. And David Ogilvy once mentioned that around 80% of your ad budget goes to the headline.
And this brings us back full circle…you see…
Even Horror master Stephen King admitted he spends way too much time trying to create the perfect opener to his novels.
Because he wants to build interest to his 300+ novel on the first page. He knows how important it is to grab the reader by the collar and have him read out of pure interest.
And this applies to copywriters as well.
Because without interest, you have no readers.
And without readers, there’s no engagement.
And without engagement…
There are no sales.
So work on getting your reader’s attention, and make sure they’re gonna be damn interested in what you have to say.
Till the next wave of madness…
PS- Happy 25th of December.
Enjoy it responsibly and don’t do anything you’ll regret next year.