Copywriting tip #11: Headlines with a punch. Or knee.

“Find a bad guy you can beat up in the stairwell. A gracefully raised knee to a villain’s groin isn’t just fun, it’s profitable. Because competitive positioning is implicit in every villain paradigm,” Luke Sullivan, Hey Whipple Squeeze This. 

This technique is mainly used by the big guys and their victims are always direct and equal competition (Mac vs PC, Coke vs Pepsi, Burger King vs McDonald's). They're safe victims because they’re so big they can't really do any damage. As a result, it's interpreted as playful, instead of bullying. It’s Goliath versus Goliath, a fair fight where there may be a few tears but nobody's getting seriously hurt. In fact, you can make a case that it's good for both brands.

But don't worry, if you’re writing for a little guy and you still really want to knee someone in the groin, I've got some great news. You can do it, just don’t pick on a specific brand or person. Otherwise, you're just being a bully.

So what you do is create a villain that can’t be harmed so your campaign is seen as playful instead of hurtful.

For example…

• Coffee could take on sleep. 
• Tea could take on coffee.
• Tap water could take on sparkling.
• Scented candles could take on foul smells.
• Beer could kick wine in the grapes.

As fun as this approach is, it’s not something I recommend building an entire brand around. It can be super effective for an initial launch campaign or a single one-off campaign to turn some heads. So choose a fair opponent, polish those boots and get sacking.

As always thanks for reading. The messages and positive support so far has been very motivating. Follow me or add me as a contact for more tips on copywriting or creativity and have a great week.

(Agency: Crispin Porter + Bogusky)

(Agency: Fallon McElligot, Minneapolis)

(Agency for BMW: Juggernaut, Santa Monica, USA)

(Beer kicks wine in the grapes. And make sure you zoom in and read the copy on all three ads. Agency: BBDO, New Zealand)