Kingpin and bull’s eye are two of the most under appreciated copywriting geniuses of all time.
In 2003’s ( under-appreciated ) superhero flick, Daredevil, they where discussing how they where trying to stop Daredevil. The “man without fear”.
They hatched a scheme that would “put the fear” into the man without fear.
And they summed it up in this two sentence dialogue…
How do you kill a man without fear?
By putting the fear in him
By targeting his loved one, Elektra, they hoped to demotivate him enough to make him easier to beat and kill.
Afterall, Daredevil had lost enough loved ones at this point to be rather paranoid about it.
What you see right here is fear based marketing in action
But not just any fear based marketing. This is taking the fears already inside daredevil and directing them towards something they could control. Creating an “emotional enemy of sorts”.
This strategy was used by Post to market Postum to parents several decades ago.
As you all know, all parents want their kids to dominate in class. To sit on an iron throne while the other students gaze at them in wonder…while foolishly trying to bask in their glory.
SO, imagine the uproar caused when Post launch an epic nuclear smear campaign against coffee.
And what did he say?
Held back by coffee…this boy never held a fair chance
He then went on…and on… and on about how nasty coffee was for your kids.
How it made them dumb…
How it drained their energy…
How it turned innocent little children into mindless zombies…
And, for the cherry on the cake, Post laid on…
Layers upon layers of hard hitting, ball gripping proof!
Oh, this ad was an animal. It stirred a frenzy in parents countrywide and created a near insatiable demand for Postum. Which was advertised as a “healthier” substitute in the ad.
“Healthier than coffee…” bullshit I tell ya. We may have proved the ad wrong on almost all levels.
But the effects of it’s power still linger today.
Even here, as far as Zimbabwe my own mother wouldn’t let me drink coffee. I had to smuggle it in under the fence, in the cover of dark. Every night was a dangerous mission to process the contraband into the life giving drink I rely on to write every single day.
That ad took the simple fear of a child’s failure…and found something to blame for it
Just like how bull’s eye and Kingpin would say if they where salesmen…
How do you sell to a man without fear?
By putting the fear in him
Anyways, this is just one of the many copywriting and psychological tactics I use to supercharge your sales messeges with ball gripping copy.
If you’d like to indulge in my kickass copywriting tactics, then hop on over to http://jaymakoni.com/work-with-me and let’s plot the perfect sales scheme.