Horror Movies, Great Copywriting & Profitable Websites
The other night, I was working away at my computer watching “Paranormal State” on Netflix (New to Canada! YAY!) and because it isn’t exactly a show for my kidlet, I plugged in my headphones. The apartment eventually got dark, but because I’m quite a connoisseur of scary stuff, I didn’t pay much attention. It takes a lot for a movie to scare me.
Suddenly, I heard something move to my left, and I admit it: It scared the crap out of me! I yanked the earphones out of my ears and literally looked to make sure I was alone.
Of course, I laughed at myself. It was silly, but the show and my own habits set me up to freak out and do exactly what I did. It did scare me enough to start thinking though…how similar are scary movies to good websites? Is there anything I can learn here?
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Scary Movies Bring Everything Together
Horror movies use our minds to scare us. Every element works to gain our trust, suck us into the story, and make us part of the story…the music, the images, the sounds…it all fits together perfectly.
Websites aren’t supposed to scare us…well, some are, but generally speaking, they’re not supposed to. What they are supposed to do, however, is to gain our trust, suck us into the sales funnel, and make us buy into the ultimate goal. Every element needs to work together to do it.
The Perfect Introduction
If you’ve ever watched Paranormal State, you’ll notice it starts off with a black screen, completely devoid of everything except simple white lettering. The sounds are reminiscent of something banging on the pipes and other sounds you’d normally hear at the scariest points of a movie.
The message is written clearly, simply, and is very much to the point. The text is in a font you’d normally see used on official paperwork, and before the show even starts, you know the entire show will be presented from an investigative standpoint.
Websites and copywriting need to set up the visitor instantly. The first thing they notice should already tell them what to expect from the rest of the site. If you were to think of your website like a movie, it should give hints about the main elements of the plot.
Not sure what the plot for your website or copywriting should be? Here are a few tips:
- Start with the end in mind – Decide where you want visitors to be at the end of their visit. Hopefully, this is at the end of a conversion.
- Decide where each ‘viewer’ starts - Websites are a lot like a ‘choose your own adventure story’. Your job is to figure out where each segment will land and begin their journey. Even though they may start at multiple locations, they should have a similar theme.
- Connect the Dots - Make a note of all the important ‘intersections’ for each of your conversion paths and make sure each visitor can go through the ‘story’ without getting lost. Can they skip to the end at any time?
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Focus Attention On the Most Important Information
In a scary movie, you’ll notice that only one element, sound, visual stimuli, or script, will peak at any one time while the foundation of the story is being laid. At the key points where you’re being drawn into the story, only one element will build tension. This might be a character talking while nothing notable can be seen onscreen, or it might be the music slowly building the tension while all is quiet and still.
Then, as you near the climax of the movie, you’ll hear the intensity build in two of the elements. The music will intensify as the characters begin to realize whatever it is the climax will be. You’re naturally pulled into the storyline and find yourself experiencing the story yourself. Waiting. Wondering. Wanting to know. The climax? All three elements reach their peak.
Now, think of your conversion process.
While it may not be as noticeable in a shorter process, ecommerce stores make it relatively easy to plan out. Think about it:
You start the story by landing on the site. Already getting an idea of what you should be looking for, you follow a category or click on a product page.
Once there, the theme of your visit surrounds this main piece, giving you information, and convincing you to purchase that item. There are other paths you could take, other products you could purchase, but the main focus should be centered on the product you initially chose. In short, even though there are other elements present, the other stimuli should be muted and naturally direct focus on the main path.
From there, you place your item in the shopping cart. The end (the checkout button) should be calling to you, but things like sales, free shipping if you buy $X more, and other offers should be intensifying. They’re all indications of the climax to come.
By the time you’re done, you can’t help but think about how nice it will be to get your items in your home and in your very own hands. Clicking the checkout button? That’s the climax. The moment of relief from all the built up tension.
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Every Story Has a Hero
No matter what kind of movie you watch, they always have a star. There is always one main character you can rely on to find happiness, save the day, or defeat the bad guys. This is where most of the focus is centered, and generally, where the story begins and ends.
Does your site have a hero? Does it have a product, a group of information, or offer that everyone can look to for help? Will it save the day?
The next time you watch a horror movie, or any good story, watch it, enjoy it, and be entertained, but watch it a second time. Take time to watch it with the sound off, listen to it without watching the screen, and if you can, read a script from the show. Make note of how the elements work together and how the movie draws you in until you convert and buy the story. Then, look at your own website, or get someone else to do it, and see if it does the same.
October 25, 2010 at 6:34 am | Copywriting | No comment
