When copywriting doesn't work:
Ever heard the phrase "to put lipstick on a pig"?
It means making superficial or cosmetic changes to something in a futile effort to disguise its fundamental failings.
Translation: Trying to make something pretty when it's ugly.
I've seen ugly.
In 2010, Blockbuster filed for bankruptcy with $9ooM debts.
6 years earlier, they were at their peak. Employing over 84,000 people worldwide. Some of my fondest memories was when my mom or dad took us to the DVD shops. We could pick one new one, or 2 old ones (or something like that). It's where I first discovered Step Brothers, Happy Gilmore, and other comedy gold.
I even enjoyed quickly hopping out of the car on a Sunday, and sliding the DVD's back into that little VHS shaped hole outside.
Now, we have Netflix.
When copywriting doesn't work:
Let's say I open my own DVD shop tomorrow.
I've built a brand concept, I've got my stock, and I'm ready to start marketing this thing. I'm armed with years of battle-tested copywriting experience. I've sold products online, I've generated leads on auto-pilot. I'm an expert.
With all that knowledge - every framework, every persuasion trigger, every proven headline, every successful call-to-action template - I write an ad.
It will fail.
You know it will. I know it, too.
Lipstick on a pig.
Copywriting cannot create demand for an ugly product.
Copywriting can only channel existing demand.
Do you want more prospects to take action? Find their existing demands, and connect them - with persuasive sales copy - to your offer.
Leave the pig in the pen.
Thank you for reading!
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