Recently I was sitting in Café La Biela (translated it means “Connecting Rod”) in the Recoleta District of Buenos Aires, just opposite the cemetery where Eva Peron’s buried.
On entering the cafe, you’re greeted by two old men*, famous Argentinian writers, Jorge Luis Borges and Adolfo Bioy Casares. (pictured above),
According to Wikipedia, Borges’ work embraces the “character of unreality in all literature”. His most famous books were compilations of shorts stories interwoven by fantasy themes and dreams.
(* BTW – they’re statues, but why let facts spoil a great story?)
I enjoyed reading “the Hobbit” and “Lord of the Rings” as a kid, and prefer to leave them as books, rather than relying on a team of Hollywood script writers to turn those adventures in blockbuster movies.
These days I prefer movies “based on a true story”. Though truth may be stranger than fiction, often Hollywood adds drama and romance to the story to increase box office income.
After watching Hollywood’s version, I research the “real” story online. Often Hollywood’s invented a love story or tear-jerking tragedy. Even changes of location, such as “We Bought A Zoo”, about a zoo in Devon, UK., and filmed in USA.
Referring to his debut as a director for the movie, Argo, Ben Afleck advised: “Because we say it’s based on a true story, rather than this is a true story, we’re allowed to take some dramatic license. There’s a spirit of truth”
Many people consider Denzel Washington’s acting in the film, The Hurricane (1999) to be his finest. Apparently he missed out on an Oscar because the film had exaggerated actual events for dramatic effect.
If you love horses, “Secretariat” and “Seabiscuit” convey inspirational stories regardless of Hollywood’s rendition.
Hollywood’s “artistic license” reminded me of how some people tackle their marketing messages. When you’re copy writing, the truth is of paramount importance. It’s the truth that’s going to sell your product.
Telling Stories When Copy Writing
“I don’t have a story!”
Really? Everybody’s got a story… As you start digging deep, you’ll always find great stories … with any business.
Let’s look at one of John Carlton’s most famous and subsequently ripped off headlines:
“Amazing Secret Discovered By One-Legged Golfer Adds 50 Yards To Your Drives, Eliminates Hooks and Slices… And Can Slash Up To 10 Strokes From Your Game Almost Overnight!”
It sounds so crazy that you’d think it was another creative example out of Hollywood! Who would have every thought about creating such a headline?
Who Thought Of A One-Legged Golfer?
As John Carlton chatted to his client while researching details to write the marketing material, he unearthed this hidden gem.
By digging deeper into the background story, Carlton discovered the golf program idea came from a one-legged golfer.
In the mind of Carlton’s client, the story wasn’t a big deal.
To a successful and resourceful copywriter, this was GOLD. Carlton found a captivating story that’s almost too unbelievable to be true.
Think about the effect of that headline… If a one legged golfer could get those results, then what does it say for the rest of the golfing population?
To tell the story of your business online is of paramount importance these days… I can show you how to do that. You see, I help people craft their message targeted at the right people so they buy your stuff.
And You’ve Got To Capture ATTENTION…
This is how it works:
I run a quick analysis of your business and give you an appraisal… I’ll work with you, picking your brains to get the basics of an elevator speech out of you, to get the …
… Right Message for The Right People using the Right Words…
Remember this. We won’t let the truth get in the way of a good story, we’ll be unearthing a great story that’s true…
Call me today, and we’ll get started.Talk Soon
PS Have you downloaded this F.ree Report?