Finally got around to seeing “The Artist” at the movies today, so that provides a good enough reason to post this trailer…
Not sure if it was really deserving of the “Best Picture” Oscar (although, let’s face it, there wasn’t much competition)…
…but a wonderful, superbly made movie.
I’m not going to go through our usual “Marketing And Movie Trailers” procedure here…
…but the movie does contain a number of lessons for copywriters.
The first is in the story itself, which deals with a star of the silent movie era who fails to adapt and make the move to the “talkies”.
OK, not a new story, this happened to a number of real actors and actresses and a more modern take is in the song “Video Killed The Radio Star”.
So, for copywriters, be aware of technology changes and how you may need to adapt to best meet the needs of your clients. Remember, the aim is to make sales, the medium you use is secondary.
A qualification to this (before you rush off to brush up on scripting videos and social media marketing) will follow in a moment (there’s a clue, however…”make sales”).
Next, as with all “silent” movies (they’re not completely silent, of course, there’s accompanying music)…
…it’s astonishing how much meaning is communicated without the use of words.
As a copywriter, of course, I am somewhat dismayed by this!
But the point is, in your copy what other devices (graphics, for example) can you use to better communicate your message?
Which brings me back to the qualification of that earlier point I made.
And coincidentally, the latest issue of Dan Kennedy’s “No B.S. Marketing Letter” makes this issue very clear…
“Point is, damn little is predictable…These days, nothing seems more critical to success than agility; the ability – and willingness – to adapt, to swerve, to creatively change and re-invent and re-position and alter business, marketing and sales tactics, without losing sight of chief objectives…BUT ON THE OTHER HAND, it is still critical not to abandon whatever tried-and-true, tested-and-proven methods and marketing tools and sales practices that work, because reliability is harder ‘n harder to come by, thus more and more valuable.”
In other words it’s results that matter. The classic definition of copywriting is…
…”Salesmanship in print”.
Updated for the modern era, that might be better as…
…”Salesmanship Via Media” or “Multiplied Salesmanship”.
Back to “The Artist”.
He fell from grace because he failed to adapt to what the audience wanted…
…not simply because the technology changed.
And there’s a “happy” ending to the movie…
…because in the end he found something new that the audience did want.