Here’s a bit of a riddle for ya, or actually 3.
I read one time that the only way to get a movie made in Hollywood is by twisting an already existing idea or by mashing up two already successful movies.
So can you identify which movies I have in mind with just these short descriptions:
1. “Dances with Wolves” on an alien planet
2. “Purple Rain” in Detroit
3. “The Lord of the Rings” with Spartans
(If you think you have the answers, write in and let me know. Include your address, and for each movie you’ve guessed right, I’ll send you a Kit Kat through the mail.)
You might think that this movie-making approach just shows how Hollywood caters to the lowest common denominator.
And who knows, maybe you’re right.
As right as saying that direct response copywriting caters to the lowest common denominator. Or at least to the easiest path into the mind.
Because both Hollywood producers and direct response copywriters have figured out that this simple method — take two familiar themes, mash them together — is the easiest way to get a new idea into an old head.
So for example, I’ve noticed a ton of email subject lines recently that take the same format, particularly in the health space:
* Drano for your arteries
* A powerwash for your insides
* Armor for your breasts (the winner, in my opinion)
What’s the point of all this?
Well, the next time you have to describe something in copy, stop yourself and think. Do you really need a long, technical explanation? Or wouldn’t it be better to just say something like…
“It’s just like Home Alone. But starring cats and dogs.”
And remember, free Kit Kats. If you send me your answers and you guess the movies above correctly.