CopyStar Galactica: a Copywriting Lesson from the New Battlestar Galactica
Many copywriters tell me that they’re fans of the new Battlestar Galactica TV series.
Doesn’t surprise me…
When the pilot first aired, part two received MORE ratings than part one.
People who don’t care for science fiction can’t get enough of it.
Unlike the original 1980’s ship-full-of-clowns, the new series shares little in common with its predecessor - except the exodus/promised land concept (taken from the Bible) and the character names.
More surprising - the creative force behind the series, Ronald D. Moore, also produced Star Trek: The Next Generation.
Quite something! Let’s face it… no one ever believed anybody actually lived on the U.S.S. Enterprise - it looks like a hotel in space.
The Battlestar Galactica, on the other hand, feels like a submarine in space.
No one gets beamed up to the Battlestar Galactica. You have to don a space suit, check your oxygen tank and schedule a shuttle.
Realism.
Battlestar Galactica feels, at times, as if you are watching a documentary: The handheld camera angles that swoop from one person to next, the all-too-human characters, the funky old telephones.
Escapism doesn’t hold people like it used to.
Likewise, the copy we write must feel REAL to our reader. It needs those “handheld camera angles.”
Our prospects have already bought into the too-good-to-be-true claims and know better. Making your product benefits sound “too easy” or better-than-life may deter the 21st century buyer rather than attract.
Your copy’s spokesperson needs to be down-to-earth, not placed on a pedestal. Your testimonials need to avoid extremes.
When Star Trek’s Captain Picard feels thirsty he merely says in an elegant British accent: “Computer, Earl Gray, hot.” While Admiral Adama plugs in his kettle, boils the water, finds a tea bag and lets it steep.
Make sure your copy’s spokesperson can boil his own tea.
P.S. You can read more about the history and unique concept of Battlestar Galactica, here…
http://en.wikipedia.org/wiki/Battlestar_Galactica
P.P.S. What do you think about the importance the realism in copy. Please, leave your thoughts in the comment box…
P.P.P.S. If you’re new to REALITYcopywriting.com please enter your name and email in the box on the upper right (or subscribe to our RSS Feed) to receive notification of all new e-columns.
Get Updates via RSS Feed
|
|||||||
| |||||||
|
One Response to “CopyStar Galactica: a Copywriting Lesson from the New Battlestar Galactica”
Comments
Most Recent Posts...
- Section 8 From The Dynamic Copy Manual
- Section 4 From The Dynamic Copy Manual
- The FTC’s Battle – Hype Vs. Benefits – Who Wins?
- Is Video “Replacing” copy online… (maybe) Or… NOT at all!
- 3rd Copywriter’s USP Live Coaching Event
- Researchers Prove You Can Sleep Your Way to Compelling Copy (Part 2)
- Researchers Prove You Can Sleep Your Way to Compelling Copy (Part 1)
- Should You Write Copy for Clients or Your Own Website?
- How Quickly Can You Ramp Up Your Copywriting Skills?
- Presenting the Copy Cub’s Corner…
October 22nd, 2008 at 8:00 pm
Battlestar Galactica…I’ll have to check it out sometime.
So what do I think about the importance of realism in copy?
To me, the question hints at the answer: it’s important.
Yes, people have been oversold on hype and too-good-to-be-true, and with the current economic situation, people, I feel, are more guared than ever–and for good reason.
That’s why I like Shaune Clark’s message of not being too hypey. There’s an overabundance of that, and what the market needs is no-nonsense, this-is-what-I’ve-got-iveness (if there is such a phrase, but you know what I mean).
Be straight up, and down-to-earth. There’s always a selling situation. Even right now’s a selling situation: I’m trying to sell you on the fact that my idea, if you “buy into” it, will help you in your career as a copywriter. As long as I don’t try to BS you or make overwhelming promises, you’re likely to believe me (or “buy” what I have to say.