Man On Fire, Man On Fire, Put Me Out, Put Me Out
Does he want a bucket of water or does he want to be put out?
Imagine this . . .
You’re on fire. Your whole body. Your clothes are sheathed in flame. Your nostrils are burning. You can feel your flesh melting like candle wax or a “He-Man” action figure left out in the sun. You’re hot, hot, hot.
You run (on fire) into a room and see two big neon billboards.
Which one catches your attention? Which one do you run over to?
Option 1: “Bucket is a liquid-containing receptacle created by artisian craftsman in the Himilayas using ancient techniques. Bucket is delivered full of fresh, clear spring water devoid of all toxins. Bucket has convenient carrying handle designed to fit comfortably in all but the largest hands. Full history of bucket available upon request.”
Option 2: “If You Are On Fire, This Will Put You Out”
This sounds like a pretty silly exercise, but I think it illustrates a problem I’m seeing with a couple of my students in John Carlton’s “simple writing system” . . .
What’s the problem?
That they’re making things too complicated and that (when you get down to it) all this advertising and copywriting stuff really comes down to figuring out what somebody wants (or desperately needs . . .being on fire would suck) and GIVING IT TO THEM at a price they’re willing to pay.
Not that complicated, huh?
Comments
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Jay Leishman April 28th
Well said. Often people complicate for no reason. Drives me nuts.
Jim Jewell April 30th
I think that’s a great illustration of “holes, not drills.” Don’t tell me what you’ve have. Show that you understand what I need.
I’m trying to work with my theatre brethren on this. As marketers (they aren’t really even close to advertisers yet), they are really focused on their drills and describe them in a compelling way, but they have no idea how to speak to people about the need for holes they already have.
Steve Haase May 3rd
The man on fire is a powerful image to keep in mind as I’m writing. What does that person want? I can’t hear this enough, it seems. Thanks Chris.
Barak Rosenbloom May 3rd
Clear as it gets!
Jeremy Reeves May 4th
Short and to the point – I love it.
That’s a pretty crazy picture. Scary thing is – it looks like a REAL picture.
If so… that definitely sucks for that guy.
Jeremy Reeves
http://www.3×3Formula.com
Karen Dimmick May 4th
Awesome post! Direct and to the point – just like all good marketing!
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