Car Thunderjet
Copywriting Secret of Late Marketing Genius Makes Complex Products & Services Seem Monkey-Simple by Ben Settle
If you’d like to know how to make something that looks complicated sound simple and easy to use in your copy, then listen to this.
The key to making something complicated — like, say, a brand new product nobody has ever heard of before — look like it’s actually no big deal to use in real life is to simply show how easy and simple it is right in your ad — step by step.
One of the masters of this was the late copywriter Eugene Schwartz. And here’s an example of an ad (he wrote more than 35 years old) selling an automobile performance boosting widget — a type of product that automatically, by its very nature, seemed complicated on the surface — and made it look monkey-simple:
“All you do is this: Open your hood. Locate your distributor. Simply pull off the wire leading from the distributor to your engine. Plug on this Japanese Thunderjet to your distributor. Put the wire back on top of the Thunderjet. And close the hood. You’ve done all the work you need!”
Now obviously, this terminology is dated. And back then (in 1971), it wasn’t that hard to figure out where the distributor in your car was.
But here’s the point:
If you are selling something that seems hard to use — whether it’s a widget for cars or a new way of making money — and if you want to make it look and sound easy to use, simply walk your prospect through the steps of using it right in your ad.
Believe it or not, this is one of those “little” things that can make a huge difference in your response. Reason why is because nobody really wants to buy something — even if they need it — that’s going to make their lives more complicated.
And so, if you’re the person who can make the highly-complicated look easy and simple, then you’re already way ahead of the game.
If you want to see this phenomenon yourself, simply test this technique in an ad you have running already that’s selling something that seems complex. You may be pleasantly surprised at the boost in response you get.
About the Author
Ben Settle is one of the few direct response copywriters in the world who really puts his money where his mouth is – structuring his deals so he gets paid only from the results of the sales – and not on any up-front fees. Although Ben is not currently accepting new clients, he freely shares his ideas and tactics on his blog at: http://bensettle.com
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