Sally O’Sullivan,

Mustang Copy

PERSUASIVE COPY FOR PROFITABLE BUSINESS

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Need a copywriter? Discover the 5 Profitable Powers of Persuasive People: Everything You Should Know Before You Hire Your Marketeer

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Bird is the Word

Coub.com

Bent over double and laughing so hard, there are tears in your eyes and you almost can’t breathe.

When’s the last time you properly belly laughed?

I like to do it often. At least once a week.

You might be wondering how I manage to laugh like that on demand, so I have two words for you:

Family Guy.

I didn’t use to like Family Guy. My husband told me about the random story lines and humour, but it never quite caught on until I saw it for myself.

I watched one episode, and Oh. My. God. I’ve been a fan ever since.

That episode was I Dream of Jesus. If you’re a Family Guy fan, you’ll immediately know the one.

The protagonist of Family Guy is Peter Griffin. He’s middle-aged, middle class, pretty thick, brash, annoying, and ignorant. He’s basically a dick.

In this episode, he gets hold of an old record of Surfin’ Bird by The Trashmen and plays it over and over.

And over.

He plays and sings it for days, dropping it into conversation and generally creating every excuse he can to keep on playing it. Understandably, it drives his family mad.

This might not sound that funny but trust me, it’s hilarious.

It’s the way he exaggerates the lyrics and the stupid ‘dad’ dancing. It’s using every trick in the book to indulge himself with another rendition. It’s him humming it as his wife Lois is trying to sleep, then singing the chorus right in her face.

VERY LOUDLY.

You know how annoying it is when someone won’t stop doing something, but as a spectator, it’s bloody hilarious.

That’s why Family Guy is so brilliant. They absolutely nail all our silly habits and idiosyncrasies. You recognise yourself in them, even the ones you’d never admit.

As a copywriter, these weird habits and personality flaws are what make the writing process so great.

We might spend days, sometimes weeks learning about and talking to your customers. The more we know about them, the better.

It goes way beyond age, gender, occupation and all the general details. We’re interested in the tiniest traits because those are the things that make us human, and writing for that gives copy the edge.

We want the complete picture.

We want to know what makes them laugh, what worries them, what they’re ashamed of, and what makes them awkward. We want to know how they take their tea, if they bite their nails and whether they sing in the shower.

You see, there’s a bit of Peter Griffin in all of us. The foibles, the eccentricities. And yes, the dickishness. It’s what makes us who we are.

Warmly,

Sally

PS. Haven’t you heard? Oh, that’s odd.

I thought everyone had heard that the bird is the word

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