Okay I admit it.
I was one of those kids who watched waaaay too many cartoons as a child.
I devoured shows like Recess, Spongebob Squarepants, and Aladdin.
And of course… Looney Tunes.
One character Wile E. Coyote gave us kids an invaluable lesson in copywriting.
(Something I only realised as an almost-grown adult.)
Wile E. would always fail to catch and eat the Road Runner.
(His shenanigans would always blow up in his face––often literally. Maybe it’s deep metaphor for the self-destructive things we do to chase what we want. Or maybe he was just a masochist.)
In any case…
The Coyote’s failed pursuits of the Road Runner usually ended with him hovering off the edge of a cliff.
This cliff-less Coyote might float in the air a few seconds.
But it’s not until he sees the heart-stopping danger below that gravity yanks him down.
We enjoy a Coyote-shaped hole in the ground.
It’s the first law of cartoon physics in action:
LAW #1: Gravity doesn’t work on you. Until you look down.
This might seem unrealistic to you.
That’s not how real-life works.
Your copy can work that way.
Apply these cartoon physics to your copy.
To your prospects.
Get your own Coyotes to look down at the chasm below.
Scare the bejeesus out of them.
Only then will they take action.
You want your Coyotes scrambling to buy a parachute from you before they hit the ground.
(Fear and urgency at work––two powerful persuasion tools.)
Don’t be the feel-good copywriter that only gets them to admire the sky above.
Your words lose so much power that way.
Use both heaven and hell to spur your audience into action.
Wouldn’t YOU hate to miss out on a crucial life-changing piece of advice?
A mistake that stops you smacking the ground with your skull?
And instead lets you soar higher than ever?
…join my mailing list at this link:
To never miss out on tips like this one.
See you on the inside Wile E 😛