Write Better Copy by Looking at a Lizard
Real Life Tidbits Alright I'm about to use the Bearded Dragon to convey a potent copywriting technique that even most copywriters don't know.
If you're wondering what on earth a Bearded Dragon is, it's a popular type of pet lizard.
And yes...
it's about to teach you a little bit about copywriting.
Any owner of one of these comical creatures would have an intimate knowledge of its particular behaviors and mannerisms.
For example, the Bearded Dragon flattens itself when it feels threatened; it also either bobs its head or waves its arms during mating season.
They also turn a particular pea-like color green when they are sick.
These are all things that Bearded Dragons owners know to be true, and they even take for granted the fact that they know these things.
But they DO know how to identify a person who has no real experience with Bearded Dragons.
Ok, what does a head-bobbing lizard have to do with copywriting? The answer is in the details.
When a copywriter sets out to write a piece of literature armed with only facts (even if those facts are exhaustive and comprehensive), a copywriter DOES NOT have enough information to work with.
Not to make a potent piece of copy, anyway.
To talk to Bob about bearded dragons, you have to "know" them.
You have to listen to Bob talk about his lizard.
What's the vocab he uses when he talks about it? What does he focus on in a conversation about his Bearded Dragon? If you had to stand up right now in front of a classroom and talk about Bearded Dragons, how would you and Bob sound different? If you can identify that difference, seize it and ingrain it into your copy, you will win over your audience immediately and every time.
What do I mean by this? Anyone can say, "Bearded Dragons bob their heads and wave their arms during mating season;" but perhaps (and I'm only making this up), when these lizards to this, they look like Michael Jackson doing the moonwalk.
And suppose that among Bearded Dragon aficionados, "moonwalking" is the common term used to describe this action.
A regular person (or regular copywriter) would just say they, "bob their heads and wave their arms," but a Bearded Dragon owner would say their lizard is, "moonwalking.
" So what did we just do? We developed precious rapport with our audience.
They know we're for real.
We know what we're talking about when it comes to these lizards.
The copy is less stiff, less sales-y, and more authentic.
If I'm a vet prospecting new clients, and I nonchalantly include tidbits like this, I'm positioning myself as not only a good vet, but a good vet who has experience with lizards.
On top of that, integrating these tidbits is much more effective than flat out saying, "I'm experienced with lizards.
" If I'm a pet shop owner and I use these tidbits, I'm displaying how acquainted I am with the animals I have for sale.
I'm selling real, moving animals not real, moving inventory.
If I'm the manufacturer of the tank that the lizard will live in, it's clear that I don't sell tanks, I sell "Homes" for creatures that I know, and I sell them to people who want "homes" for the new member of their family-not just vessels that can hold a lizard.
When real-life tidbits are woven into your copy about Bearded Dragons, your reader will see the little guy bobbing his head and swinging his arms.
She will see that little "comical" creature and will be endeared to you rather than the person who's just "selling lizards.
" And that my friend-is how you make a sale!
If you're wondering what on earth a Bearded Dragon is, it's a popular type of pet lizard.
And yes...
it's about to teach you a little bit about copywriting.
Any owner of one of these comical creatures would have an intimate knowledge of its particular behaviors and mannerisms.
For example, the Bearded Dragon flattens itself when it feels threatened; it also either bobs its head or waves its arms during mating season.
They also turn a particular pea-like color green when they are sick.
These are all things that Bearded Dragons owners know to be true, and they even take for granted the fact that they know these things.
But they DO know how to identify a person who has no real experience with Bearded Dragons.
Ok, what does a head-bobbing lizard have to do with copywriting? The answer is in the details.
When a copywriter sets out to write a piece of literature armed with only facts (even if those facts are exhaustive and comprehensive), a copywriter DOES NOT have enough information to work with.
Not to make a potent piece of copy, anyway.
To talk to Bob about bearded dragons, you have to "know" them.
You have to listen to Bob talk about his lizard.
What's the vocab he uses when he talks about it? What does he focus on in a conversation about his Bearded Dragon? If you had to stand up right now in front of a classroom and talk about Bearded Dragons, how would you and Bob sound different? If you can identify that difference, seize it and ingrain it into your copy, you will win over your audience immediately and every time.
What do I mean by this? Anyone can say, "Bearded Dragons bob their heads and wave their arms during mating season;" but perhaps (and I'm only making this up), when these lizards to this, they look like Michael Jackson doing the moonwalk.
And suppose that among Bearded Dragon aficionados, "moonwalking" is the common term used to describe this action.
A regular person (or regular copywriter) would just say they, "bob their heads and wave their arms," but a Bearded Dragon owner would say their lizard is, "moonwalking.
" So what did we just do? We developed precious rapport with our audience.
They know we're for real.
We know what we're talking about when it comes to these lizards.
The copy is less stiff, less sales-y, and more authentic.
If I'm a vet prospecting new clients, and I nonchalantly include tidbits like this, I'm positioning myself as not only a good vet, but a good vet who has experience with lizards.
On top of that, integrating these tidbits is much more effective than flat out saying, "I'm experienced with lizards.
" If I'm a pet shop owner and I use these tidbits, I'm displaying how acquainted I am with the animals I have for sale.
I'm selling real, moving animals not real, moving inventory.
If I'm the manufacturer of the tank that the lizard will live in, it's clear that I don't sell tanks, I sell "Homes" for creatures that I know, and I sell them to people who want "homes" for the new member of their family-not just vessels that can hold a lizard.
When real-life tidbits are woven into your copy about Bearded Dragons, your reader will see the little guy bobbing his head and swinging his arms.
She will see that little "comical" creature and will be endeared to you rather than the person who's just "selling lizards.
" And that my friend-is how you make a sale!
