The Bride Wore Blood...
Copywriting
That was the title of an episode of Boston Legal... quirky for sure.
If you haven’t heard of Boston Legal then you have a treat in store. It ran for five televisions seasons and is available to buy on DVD.
Why do I tell you this?
Well, because Boston Legal was positioned differently to the raft of serious television series like ‘Law & Order’ and others.
The writers for Boston Legal mixed the seriousness of the legal system with zany characters and came up with unique positioning for a legal firm that made it a hit.
Positioning?... I know I have already mentioned this before but there really is no point in spending a dollar on marketing until you decide on your positioning in the marketplace.
And if you think you got it right a few years ago then kick back and think again... times change. Your clients are now better informed and it’s a great time to set your business apart from the competition using new positioning and the power of the internet
There are some other goodies to be found in Boston Legal episodes ... like copywriting tips
Every episode had a “closing” (summary of the defence position) for that night’s case before the jury. The best ones were delivered by James Spader in his character role as Alan Shore.
Closings to save someone’s life should be the best sales presentation ever... right?
... and they were.
So watch Boston Legal for the total fun of it but when you come to Alan Shore’s closings, think about...
How he connects with the jury
The offer he makes
How he presents the right decision for the jury to take... which is the benefit because nobody wants to send an innocent person to prison
And the reinforcement he provides to his closing by asking the jury to make the right decision... also known as the call to action.
That’s great copywriting structure and it's worth gold to your business.
Keep your powder dry,
Warren Cottis