Any readers of my blog fans of Game of Thrones? I haven't read the books, but I LOVE LOVE LOVE the show. It's gritty, realistic, and breaks the "happy ending" mold of storytelling. Any writer or producer of content who doesn't hold back is someone I want to know and follow. Anyone who's doing things the same-old, same-old is a snoozefest.
If you watched Sunday night's episode, you know what I mean by the word *pop*. I won't spoil it if you haven't seen it yet - but really, if you haven't seen it by now you're not a true fan, so don't continue to read because some spoilers may leak out. I hold zero responsibility from this point on.
When it comes to spoilers, I can't resist them. I need to know what happens next, which contradicts the fact that I never click on click bait / Upworthy headlines. Maybe because I've been let down by them so much.
Back to storytelling and spoilers: I can't resist not knowing the end. I will go look up what happens after a cliffhanger if I really want to know. I don't care about the surprise, because knowing what happens is one thing. Experiencing it happening as it happens is much better.
With copywriting, your readers want to know where you're going with your message. Well written copy guides a reader from a compelling headline and keeps their attraction throughout the body.
Some copywriters use cliffhangers (referred to as "open loops" by some crowds). These are great, but you need to close them eventually. Why? Because, and there's scientific data to back this up, open loops -- or cliffhangers if you want to call them that -- drain the mind. The more you use phrases like, "I'll tell you later what happens," the more a reader makes a mental note saying, "Keep an eye out for the conclusion."
Now how does this all related to Game of Thrones? Because every single GOT episode -- and pretty much every HBO series -- ends with a POP. There is something that happens at the end that makes you say,
"WOW! I can't believe THAT just happened. I NEED to know what happens next."
If you're a content producer, you need to close the loops you create. If you don't, people will find your content exhausting.
To close loops the right way, look no further than the ending of any Game of Thrones episode. Last Sunday it ended with a POP. During the Red Wedding it ended with some slicing and dicing. These are all powerful ways to close loops...and open up new ones.
When you're writing copy, end each message just like GOT. End with a compelling statement that encourages a reader to take an action. Give them the opportunity to continue the story (by buying your product or taking an action).
It goes without saying this update will end with a call to action. You know how this works, so go and sign up for my email list right now if you have not already done so. These updates of mine are not the standard boring copywriting and business info everyone else is doing. I'll send you tips each day and make them entertaining to read. This is my word, and I always pay my debts.