Shooting down the copywriting fanboys

This’ll get me in trouble with the “benefits! Benefits! BENEFITS!” copywriting fanboys. But, it’s my contention and experience in some cases that a story can potentially carry the entire sale in an ad even if everything else is technically “wrong” — i.e., no clear call to action, confusing copy, no benefits to speak of, weak headline, no offer, etc. Prove it? Okay, back in 1986 a lil’ movie called “Top Gun” hit the theaters, about a couple hotshot Naval pilots given a chance to train with the “best of the best” pilots in the world at the prestigious Top Gun fighter pilot school. And whether you like Top Gun or not, it was, in some ways, one of the highest converting “sales letters” ever created. And there are two reasons why. First… After the movie hit the screens, Ray-Ban Aviator sunglasses (the kind Tom Cruise’s character “Maverick” wore) jumped 30+%. That’s a gigantic increase. And secondly… Air Force and Navy recruitment suddenly shot through the roof. Frankly, the movie was so good at “selling” all the young whippersnappers of the day on how cool being a fighter pilot is, recruitment booths were set up inside many of the theaters it played in! Hence, the selling power of stories. And of giving people a fun, thrilling ride. After all: There was nothing in the movie telling you to go buy Maverick’s brand of sunglasses (or even mentioned the brand’s name) or to join The Navy/Air Force. And nary a benefit is mentioned or even hinted at. Yet, the movie - the story - “sold” great hordes of people on both by selling them on wanting to be like Maverick. Also, in a practical sense, I've seen this happen in multiple niches. Like a guy telling his stories about winning Black Jack. A story about a stock trader. And, even, a story about weight loss. In all these cases, no product had been created, much less pitched. Stories were simply told, and people wanted to buy a non-existent product, and even demanding one be made. Now for the pitch: Would you like to potentially be able to tell stories that sell like that? Where, even if you screw up everything else in your ad, you might still get sales coming in because people just can’t help but want your wares? Then perhaps you’ll enjoy my popular “Copy Slacker” book. One of the things it covers is the story-telling methodologies I have been using for some 20-years that have helped carry many a sale for me despite my lack of world class copywriting “chops.” It’s also on sale at a $200 off the listed listed price — $624 vs $824 — until Sunday 5/21 at midnight EDT. If you want it, best hop in your fighter jet & zoom on over here to get it in time: [https∶//www.EmailPlayers.com/slacker]( Use code: ROPER at the checkout. Make sure you see the price change before entering your info. Ben Settle This email was sent by Ben Settle as owner of Settle, LLC. Copyright © 2023 Settle, LLC. All Rights Reserved. No part of this email may be reproduced or transmitted in any form or by any means without written permission from Settle, LLC. Click here to [unsubscribe]( Settle, LLC PO Box 1056 Gold Beach Oregon 97444 USA