Evidence that pioneering copywriters were persecuted because they knew too much?
Those were some of the thoughts that came to mind when I saw this on the “Economist” newspaper’s website…
OK, I confess they weren’t the first thoughts that came to mind!
However, I couldn’t resist clicking on the link find out more.
And therein lie the real copywriting secrets…
Curiosity is one of the most powerful triggers that moves human beings to action.
We’re hard wired to want to know “what happens next” or “the answer”.
Combine that with the idea of “secrets” (we HATE the idea that someone else might know more than we do…conversely we LOVE to idea of having an edge)…
…and you have a very powerful trigger.
Add in a touch of controversy, even better.
There are some organisations that have developed a reputation over the years as being somewhat mysterious and more than a little controversial.
The Vatican is one (helped by Dan Brown and his novels). Intelligence agencies are another.
If you can legitimately introduce an organization like this into your copy, then it’s pretty much guaranteed to grab the attention of the reader and draw them in to your message.
“CIA’s Forbidden Mind Control Secrets Finally Revealed”
…would most likely attract interest.
“Russian Scientists” are another mysterious group who have appeared in a number of successful ads.
So, if you can find a way to introduce some mystery and intrigue into your copy…
…you’ll be well on the way to a powerful promotion.