Copywriting 101: feat. Buffy The Vampire Slayer
How to Write Copy That Slays
Into every generation… there is born yawnworthy copy.
So what’s an entrepreneur to do?
If you’ve been trying to slay your word demons, but you keep coming up against the Big Bad…
Or maybe writing copy feels like the mouth of Hell is swallowing you whole…
…Well, my fanged friend - you’ve stumbled into the right copy crypt.
My well-established readers already have an inkling about how deep my appreciation for Buffy the Vampire Slayer truly is. At least, after reading this you will.
And if you’re new here - welcome.
Even if you ain’t a fan of the show (sorry, we can’t be friends, jkjkjk) these tips are guaranteed to help you SLAY your copy.
Once you’ve familiarized yourself with each character - ahem, copy/biz tip - let me know in the comments which one makes you most wanna do the wacky. I just love to hear you gush!
Now, let’s get this undead party started.
CORDELIA
Would you really say that to another human being?
If your copy makes your reader feel like they’ve been picked apart by the school bully, quit it.
You can write high-converting copy that doesn’t involve throwing shade or shame around.
Check yourself. And your words.
We all like a sharp tongue every now and then.
But utter one too many cutting phrases, and you’ll leave your readers feeling like a punching bag.
It IS possible to write killer copy without the ick-factor. If you want copy that’s founded on your dream person’s humanity, rather than their most shameful inner turmoil, let’s chat.
In short: don’t be a Season 1 Cordelia
OZ
Build intrigue and mystery by not giving everything away.
Sometimes all it takes is a witty one-liner to hook ‘em and keep ‘em coming back for more.
And even though you’re off-the-charts smart, you never come off as pretentious.
Shorter sentences help, too.
Because you understand when it comes to getting your point across, less is more.
If you can get your message out monosyllabically, great.
And if you weave in some mystery along the way, even better.
You charmer, you.
WILLOW
No one wants to read copy that disappears into the background.
Be bold enough to find out what makes you special. Then go write in a way that reflects your unique badassery.
‘Cause your voice has immense power.
Find it, and use it well.
Or, use it to flay bad guys. Whatever gets your inner witch wet.
The Lesson: Transformation takes time.
You may feel more comfortable hiding in the shadows at first, but as your biz grows, so will your magic.
Just make sure your brand voice always reflects where your biz is at.
There’s nothing more infuriating than reading in-cohesive copy.
Except maybe dealing with misogynistic, power-hungry, super nerds.
But you already know how that ends. 😉
FAITH
Oooh! You’re all revved up. Itching to jump straight into biz battle.
You may think you have all the moves. And yeah, you might be pretty damn hot at what you do.
But getting into the thick of the action - without hitting the books first - is bound to get you into a whole mess of trouble. Not the good kind.
The Lesson: Fools rush in. If you wanna take a guess at what your audience wants to hear, then by all means, start swinging ink. I don’t recommend this. Ever.
But if you really wanna nail your copy, you gotta take the time to do your research. Gather your gang around you.
As technically skilled as you think you may be, it all begins with leaning on others.
Have some Faith. Great copy takes time.
XANDER
Peppering humor into your copy is a killer way to bring your audience’s attention back from the brink of Hell.
Just make sure it’s appropriate.
As lovable as you may be, overdo it with the gags and your gang will start rolling their eyes.
You don’t wanna look like an ass who’s trying too hard, do you?
The Lesson: If the world needs saving, humor might just do it. Nothing like comic relief to bring a grin to grim topics.
Just watch how you use it in your copy - all too often humor misses the mark, stumbles, and ends up losing an eye.
ANYA
Get straight to the point.
If you know what your copy should say - and have done the research to back it up - say it.
Be clear. Be simple. Be direct.
You might ruffle a few demons - ahem, humans - along the way, but your copy will always be understood.
The Lesson: Harness the ex-demon within you. Say what’s on your mind. Don’t hop about like a scary bunny. Get right to it.
You might take some folks off guard, but at least you’ll know you’ve made a lasting impression.
WESLEY
Using overly formal, flowery, superfluous language is a [copywriting] no-no.
Some believe it’ll make you sound more intelligent.
But in this dimension, it’s guaranteed to give your audeince the wiggins.
The Lesson: No one likes to read stuffy, fresh-from-The-Watchers-Council copy.
Keep it conversational. Keep it real.
And always remember who you're talking to.
Which words or phrases would your ideal Scooby Gang use?
TARA
There are countless copywriting techniques - the pros have proven these work time and again.
But don’t forget to approach your copy - and your biz - with some feeling.
There’s magic in your emotions - don’t shy away from them.
The Lesson: Ultimately, everything you do in your business - and in life - comes down to the relationships you create.
People aren't going to remember how you successfully used AIDA.
They're going to remember how you made them feel.
Find your inner magic. Then use it to make your audience adore you and what you’re offering.
ANGEL
Your copy may already make your audience swoon. Congrats!
But beware - you’ve got their trust now. So take good care of them.
You want to keep things fresh and exciting, of course, but there’s a line.
Radically changing [your brand voice] without warning, for example, might create chaos.
If you want them to love you forever, become someone to be counted on.
The Lesson: Treat your people with respect. Give them reasons to trust you and your brand.
If you have a dark side, own it.
Just don’t go flipping the demon switch without fair warning.
You’ll likely lose the ones who’ve come to love you the most.
GILES
When it comes to battling your copy monsters - research is paramount.
Before you even consider putting pen to paper or finger to keyboard, you must do your due diligence.
Without thorough investigation, you’re merely guessing at what your demon prospect requires in order to be conquered. So don’t fanny about.
Pop the kettle on. Grab the Bovril. Dive deep into the books.
Before one even considers heading out into the *writing* fray, one must know exactly what one’s dealing with.
The more knowledge one has, the better equipped one shall be when it comes time to fight…erm, write.
Neglect this step? “The earth is doomed.”
RILEY
Following orders and falling in line leaves little room for imagination.
Don’t feel pressured to stick to the rules - because a lot of ‘em can be broken.
And we’re not just talking about copywriting. Your biz, too, could do with some disobedience.
Have courage to step outside what you’ve been programmed to believe.
Swallowing the same pills everyone else is chomping on will leave you feeling wound pretty tight.
Break rank. Go AWOL from the perceived safety of your squad.
Defend what makes you unique to the very end. And be brave enough to question authority.
Your writing - and your biz - will thank you, soldier.
BUFFY
You’re The Chosen One. No one knows what that’s like but you.
So take what others have to say with a pinch of vamp dust.
In the end, it’s all down to you, and only you. You run this [business] show.
It gets lonely, sure.
Just remember you can always call on your biz-shaped friends for some quality moping if you need to.
After you’ve saved the world (again) don’t forget to party. You deserve some fun when the fight’s over.
And when the next copy apocalypse comes, you’ll know what to do because you’ve:
Done the research
Trained hard
Honed your [copywriting] techniques
Got your sharpest word weapons at the ready
Learned how to use your voice for good
Gathered a butt-kickin’ team of biz besties around ya for support
With all that behind you, is there anything you can’t defeat?
Didn’t think so.
Time to SLAY!
SPIKE
One final lesson for ya, love.
You’re allowed to reinvent yourself. Sometimes the journey you’ll go on will take unexpected turns.
Hopefully it’ll teach you to take no shit. Throw up two fingers to whoever is giving you hell and keep bloody going.
If you’re longing to transform your brand your words are the best place to start.
And remember… you gotta be the hero of your own bloody story.
No one’s going to come save you, pet, but yourself.
If this got your fangs twitching…
…sign up to my mailing list to get weekly copy bites straight to your inbox.
When you do, you’ll snag my FREE guide How to Write True-to-You Website Words that sell. Mmm…tasty.
