I like to keep my eye out for examples of good copy…And I’ve found a belter. 

So good, I thought I’d breakdown the psychology a bit. 

Now, it is for a fiction book, but the ideas can be applied to non-fiction. 

This was the facebook ad…

Interesting mash up, right?

Here's my breakdown of why it's sooo good, in my humble copywriter's opinion...

AD IMAGE

The ad image is dynamic, with lines suggesting movement like old school comics. The yellows contrast with the facebook's blueness. 

There's also emotion. The dude's face is angry and we can't override our natural curiosity to find out why. Anger is also an emotion that can fire people up and motivate them to take action - handy when you want them to click a button and move from facebook. 

THE HEADLINE 

Typically, the next thing people read/see is the headline at the bottom. It's short and succinct - a five year old could understand it. Plus, it's a unique combo that makes you go 'eh?' The novelty factor alone sparks our curiosity. 

AD BODY COPY 

The super short body copy uses, what I call, a straight up hook. It's so specific and yet paints a very clear picture for fans of both that they can easily imagine a mash up. And that's the key bit, getting them to imagine - because that means you've got in their head and they have to find out more. 

The other thing to point out about the hook/short body copy is to note the positioning. Samuel Gately (the author) doesn't position the book against another author by name. He doesn't say, Jim Dresden meets The Hulk (or whatever), because those people will hold a very specific place in people's minds. It can work, I see people do it all the time, but it can also work against you. 

Once you click the Amazon link, you get this (hopefully you can see the sales page, but here’s the link just in case):

THE AMAZON SALES PAGE 

When you click through to the Amazon sales page, EVERYTHING IS CONGRUENT - the ad image uses the book cover image, the book's title, The Headlock of Destiny - The Titan Wars, reflects and reinforces the promise - fantasy and wrestling. 

The blurb proper (if you can read it!) works because instead of launching straight into the plot and main character, the first paragraph sells the world. It gets you buying into the idea first by building an image of the story world. 

Hugh Howie does this in the blurb Silo, the Wool series. Get readers buying into the world then introduce the MC. It's not the right tactic for all genres, but a handy tactic to have up your sleeve and test - especially for a first in series. 

There's more to be said about this, but I've work to do. 

I hope it was helpful - or interesting in the least!

Any questions or thoughts, feel free to reply. 

Angie

If you spot any typos or run on sentences or dangling thingamies, please be kind and let it slide. Save your energy for something better.

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