This July, two Taiwanese airlines, Eva Air and StarLux, started offering flights to nowhere.
This means you could schlep to the airport, have the discomfort of going through security, waiting to board, cramming yourself onto the plane with a bunch of other junkies… only to have the airplane take off, circle around for a couple hours, and land in the exact same damn spot from whence you took off.
The point is that people are so starved for novelty, excitement, and newness that they are willing to pay to be uncomfortable and to pretend to travel somewhere.
Fact is, novelty and uncertainty are one of a few fundamental human needs. And most of us aren’t getting our fill.
Which is why, sadly enough, your sales copy can outperform others, if only it takes your reader on a tiny journey, all while he doesn’t even move from his La-Z Boy. Or as A-list copywriter Jim Rutz put it:
“You must surprise the reader at the outset and at every turn of the copy.”
But perhaps you are wondering about the mechanics of taking your reader on an rewarding flight to nowhere… or exactly what Jim means by surprising the reader at every turn.
If that’s the case, here’s a surprise for you:
I’ve written about this in detail in Commandment VII of my new book, 10 Commandments of A-List Copywriters. If you’d like to find out more about this book, or even get a copy for yourself, here’s where to go: