Spent the day playing “secret present” yesterday with my brothers, sisters, aunts and their families yesterday. And this crazy game got me thinking about an important copywriting lesson. I’ll tell you what the lesson is in a minute but first, let me put the whole thing into perspective by telling you about the game.
Here’s how it works.
A bunch of presents are put on a pile and someone goes to pick one and opens it in front of everyone Then, someone else goes to pick a present from the pile and they have the choice to open their present and keep it, or to be a total dick and take the present of the person who came before them and swap with the one they just took provided it’s not yet opened. This mad cycle repeats itself until all the presents are opened and everyone has taken each other’s presents.
The real beauty of this games comes from the sheer curiosity you get just by looking at how the presents are wrapped.
The shape of the present “hints” at what’s inside of the box but good luck actually guessing what you’re going to get without X-ray vision like Superman. This keeps everyone on their toes trying to guess what’s in the next package.
Here’s the real kicker now, for the most part, a list of high powered bullet points in copy is just like a pile of unopened presents. Each bullet blindly hints at what’s in it for your prospect if he buys your product. Stroking his curiosity until he can’t resist the primal urge to whip out his wallet and hand you a huge stinking wad of moolah.
And until he recieves your product and sees what the bullets where talking about he’s going to have the anticipation of a kindergartener waiting to open his present.
Anyways, try playing that game with your family or kids and see just how crazy things can get. If you have fun then you owe me a coffee mug.
And for those of you who want to join forces with me for high powered copy with bullets so potent you need to register them as weapons of mass destruction, then hit me up over at:
Or just fire me an email at:
jay[@]jaymakoni.com ( remove the cornered brackets, I put those to keep spambots out ).
Till the next wave of madness…
PS- Okay, I was joking about the part were you have to register the bullets. But they’re still sizzling hot and potent enough to drive your prospect into a buying frenzy.
Tap into that powah by firing an email over at: