Several minutes ago, I finished watching The Big Short. It was nauseating.
The movie is so jerky and fast that I felt like I was riding in a speeding truck on an unpaved mountain road.
For example, in one scene, two characters are in a restaurant. One character is explaining something technical about mortgages.
In the space of about 10 seconds, you can experience: 23 editing cuts… a significant amount of fast-paced dialogue… a laugh track which doesn’t seem to relate to the dialogue… Sweet Child O’ Mine, playing at increasing volume over the dialogue and the laugh track. And this is all shot on handheld camera, to add a documentary, vomit-inducing feel.
This reminded me of a sales letter lead I dissected last autumn.
The sales letter was the Fat Burning Furnace, which I believe was a big Clickbank hit a while back.
The Fat Burning Furnace lead was as fast-paced as that scene from The Big Short:
In about 20 seconds, there were probably a dozen ideas, all of which were disjointed and seemingly spliced together. The lead jumped from claim to secret to promise to objection to problem to identification and then back again.
It didn’t make sense to me. This is not how people talk.
But that’s what people respond to. People watched The Big Short, and they loved it. And they consumed the Fat Burning Furnace VSL, and they paid for the product.
So if you catch yourself writing conversational, smooth-flowing copy, it might be time to make some quick cuts and edits. Keep your prospect’s logical brain reeling, while his lizard brain starts licking its chops. Do this right, and maybe you’ll credit default swap your own way into a million-dollar payday.
The movie is so jerky and fast that I felt like I was riding in a speeding truck on an unpaved mountain road.
For example, in one scene, two characters are in a restaurant. One character is explaining something technical about mortgages.
In the space of about 10 seconds, you can experience: 23 editing cuts… a significant amount of fast-paced dialogue… a laugh track which doesn’t seem to relate to the dialogue… Sweet Child O’ Mine, playing at increasing volume over the dialogue and the laugh track. And this is all shot on handheld camera, to add a documentary, vomit-inducing feel.
This reminded me of a sales letter lead I dissected last autumn.
The sales letter was the Fat Burning Furnace, which I believe was a big Clickbank hit a while back.
The Fat Burning Furnace lead was as fast-paced as that scene from The Big Short:
In about 20 seconds, there were probably a dozen ideas, all of which were disjointed and seemingly spliced together. The lead jumped from claim to secret to promise to objection to problem to identification and then back again.
It didn’t make sense to me. This is not how people talk.
But that’s what people respond to. People watched The Big Short, and they loved it. And they consumed the Fat Burning Furnace VSL, and they paid for the product.
So if you catch yourself writing conversational, smooth-flowing copy, it might be time to make some quick cuts and edits. Keep your prospect’s logical brain reeling, while his lizard brain starts licking its chops. Do this right, and maybe you’ll credit default swap your own way into a million-dollar payday.