The less people know about the truth, the more they can fantasize.
Came across that quote in a videogame called Metal Gear Solid 4 and it perfectly captures a major copywriting concept. Here’s the scoop:
Snake’s old mentor, Big Boss was considered a living legend among soldiers on the battlefield despite the fact that all the official info concerning Big Boss has been classified for decades by the Pentagon.
Because of the “secretive” nature of Big Boss’s exploits soldiers took what little they know and blew his “heroic” exploits completely out of proportion. And with good reason. As Snake explained in the above quote the less people know about the truth the more room they have to imagine their own twisted version of events.
People taking small details with a few holes and filling those holes with increasingly absurd details.
And this principle works like gangbusters when used in copy.
Just give your prospects just enough details about your product for them to start imagining what it’s like. Leave enough holes for them to start filling in the secrets with their imaginations. Tease their curiosity, then leave them to think about the possibilities.
Let them imagine the benefits of owning it.
Let them imagine the admiration they’ll get by owning your product.
Oh, small note though. If you really are going to let their imaginations run wild then at least make sure your product is either going to meet or beat their expectations. Take that as a warning from me 😉
Moving on, for copy that’ll tickle your prospect’s curiosity and leave their imaginations to brew a frenzy of desire for your product: then hit me up over at…
Or fire me an email over at:
[email protected]akoni dot com
And I’ll get