25/11/2019
Elon Musk and Tesla’s Cyber-Truck 15-Minute Marketing Miracle
Look behind you…
…right now.
Nobody is reading over your shoulder.
Your competition isn’t peering through your we**am.
It’s you, your digital device and this post.
With that in mind, when you write your copy, why are you writing as if someone is watching you?
Copy-writing isn’t about writing to please your competitors or mimicking them...
..hoping you will surpass them.
Copy-writing IS about helping your reader.
It's about helping your market and your audience connect with you and your product.
Copy-writing is about the desire to get a solution to their pain.
There are copywriters who spend weeks, days and months to lay down words that will get their audience to buy.
Most A-List copywriters want more than that.
We want our readers to react.
We want them to re-read the last sentence they skimmed.
We want them to lose themselves in our copy.
We want everything around them to disappear into nothingness.
There is a trick to getting your reader so completely enveloped by your copy they feel it deep within…
…they cannot look away.
When you realize you’ve captivated their senses, emotions and feelings...
..and begin to help them develop a new belief around your product…
…this is the moment you have their full attention.
Luckily, this isn’t a skill that takes months to hone.
This is a skill we all have developed since we were children.
The disconnect, for most marketers who suck at copy, is using this skill when someone cannot see you.
You use it when body language is present.
You use it when you can smile at them.
You use it when you can talk with your hands or gesture.
Look down at your right hand.
At this moment, is it placed against your keyboard or screen waiting to post your comment on this post?
Did you look down at your right hand when I told you too?
Did you look behind you when I told you too in the first line?
If not, did your mind ask, “Where is this going?”
There was some emotional response that occurred as a result.
There was a physiological reaction that occurred as a result.
Here’s the big question…
…while reading this far, did you stop thinking about your competition and focus on what is being said here?
When you write, or hire someone to write, copy…
…the ticket is writing to own the space your reader exists in right now.
It’s not about getting them to buy.
Your goal is to get them to sink into the page, post, or media with their entire being.
When done right, they will build anticipation to know:
- What’s next?
- How can I get what they are talking about?
- What’s beyond the next paragraph?
- How will this end?
It’s called a cliffhanger and it’s what every good story possesses.
It’s not until you learn to let go of the need to outdo your competition you will see how easy this can be.
Think about Elon Musk and his designer throwing that big, steel ball at the truck window.
Some expected it to bounce.
Others expected the glass to shatter into a million pieces.
Elon and his designer didn’t know what to expect, as they had been launching things at the glass 50 times that day.
Many in the media decided to focus on that singular flaw…not knowing the backstory.
Others decided to focus on what they didn’t like about the design of the truck.
We can all agree...
..the Tesla Cyber-truck got far more attention than any other story last week in the media.
Heck, you even forgot about Epstein for a 24 hour stint.
Now, while thinking about the last Cyber-truck meme you saw…
…think about your right hand.
Was it preparing to leave a witty comment or, were you lost in story?
More than likely, it was the former.
Where people who are fans of Sci-Fi.
Children of the eighties, and members of the Blade Runner club...
..realized how pivotal this moment was.
We remember watching Harrison Ford track down the bad guys with his flying car and his badass gun.
We remember him running through rainy streets...
..trench coat blowing in the wind on November 20th, 2019.
We also remember we’ve been waiting for November 20th, 2019 to get here...
..we have yet to receive what we have been promised (at least not the way we were told we would.)
For copywriters…
…we realize the brilliance of the Tesla Cyber-truck launch.
The timing, flaws, entertainment and design.
We realize we have seen marketing brilliance unfold…no matter what the stock prices tell us.
In that moment, at the Tesla facility…
…we saw a creator speak to a very distinct, handful of targeted individuals who didn’t even need to know about:
- The Solar cells on the top of the vehicle
- Extra storage under the rear of the bed
- Storage in the front of the vehicle
- How it will come in other colors
- The fact that there are no turn signals, side-view mirrors or auto-drive cameras present.
The true “Cyberpunks” of Generation X (today’s buyers of such luxuries) didn’t need to know all these details.
Copywriters like me realized…
…the Cyber-truck sold to a generation who is seldom talked to...
..within the day of The Boomer-Millennial Battle.
When that steel ball punched the glass…Gen X said,
“Hold my beer while I reserve this monstrosity!”
From minute 5 to minute 20 of the presentation…those who would buy, have already made a decision.
It was a 15 Minute-Miracle.
Copy-writing and selling are seldom about the hours you spend typing.
It’s about the 15-Minute Miracle.
It’s about that short, 15-minute stint where you were in the flow.
You are in a moment of selling fluidity.
You realize even the flaws in your copy feel natural to your reader and the unfolding of your story.
If it takes you longer than 15 minutes to get the gold down in print...
..then you should add copy-writing to your marketing and advertising budget immediately.
Especially when it takes some of us 15 minutes to spark a new feeling about copy, a new belief…
…a new understanding of how much is involved in writing the words.
Copywriters "Imagineer" a moment...
..in the minds of our prospects that mere mortals could never tap into.
Yep…we’re like regular writers, only cooler because we add dollars to your bottom line.
There is much more to it than I’m able to go through here.
Feel free to message me with questions you may have about what your copy needs, in order for your revenue to grow.
Look at your right hand again.
Is it getting ready to comment on this post, click away or message me?
