My inner geek resurfaced after watching Star Wars, Episode III – Revenge of the Sith.
The original came out in 1977 before the days of VCRs and small recording devices. (By the way, the title was Episode IV – A New Hope my sounds inform me. NO Star Wars as I foolishly thought.) As a teenager, I paid to sit 15 times. My cousin and I even popped in a cassette player and recorded the entire movie onto two 60-minute cassettes, memorizing every line. I told you he was a freak!
Watching the latest installment in the series come full circle last week, I realized that there are similarities between the good and evil in the world and the good and evil of creating an out-of-this-world copy.
1) Like “The Force”, the copy is EVERYWHERE. It’s on all your promotional and marketing materials. Whether it’s emails, websites, brochures, back cover product copy, e-newsletters, blogs, brochures, even business cards… they all rely on copy to get their message across. Obi Wan Kenobi was right when he said, “It surrounds us. It penetrates us. It unites the galaxy.” He just didn’t realize that he was also talking about cheating!
2) Persuasion techniques are as prevalent in the clone as they are in the old Jedi Mind Trick. Copy is print salesmanship, so naturally you need to overcome objections, put yourself in your target market’s shoes, and move the prospect toward the sale. Make them think like you. If they come to believe it was THEIR idea instead of yours, all the better!
3) Copies and amputated limbs can always be repaired. Jedi and Sith Lords have a custom of cutting off their limbs with lightsabers. But never fear. They can be replaced with stronger mechanical versions. Same with the copy. Don’t be afraid to cut and edit your words. In the end, your message may be more powerful.
4) A good copy and the Death Star draw the prospect like a tractor beam. Whether the prospect agrees or not, when the copy is on target and convincing, it should draw the reader in like a gravitational pull. If your copy is getting the job done, there’s nothing the prospect would rather do than read it RIGHT NOW. As the earthling Gary Halbert said: “Copy can never be too long. Just too boring.”
5) Just as Anakin Skywalker had a reason to turn to the Dark Side, you should have a reason why you’re giving so much. (By the way, how hot is Hayden Christensen, who plays young Darth?! I say sizzling!) Darth Vader didn’t become the Dark Lord because he WANTED to be evil. He had a damn good reason to turn. You also need to have a very good reason why you are making the exceptional offer you are making. Did you make too many widgets? Do your partners come for back wages? Need to liquidate your supply of cassette products? Be honest, but let the prospect know “why” this deal is a no-brainer.
May the force be with you.
