What Being Mugged Taught Burro
A light take on what writers can learn from what our friend Burro faced
Because his girlfriend didn’t show up, Burro went to the movies alone one night.
After the show, he was walking through a dark alley.
Suddenly, out of nowhere, two rough characters jumped on him.
Burro put up a strong fight, but was soon overpowered.
One of the muggers pinned him down while the other went through his pockets.
All he found was $7.25.
The muggers were surprised.
“You fool! You put up this fight for just $7.25?” screamed one.
Burro grunted and said, “I thought you were mugging me for the $1,900 I have hidden in my shoes!”
3 Lessons for copywriters
Lesson 1: Often, it’s less painful and more convenient to talk directly about the most valuable thing your prospect is looking for.
Lesson 2: Don’t make your prospects work hard to find the hidden value. It hurts (like it hurt our friend Burro).
As they say, “Buy this car” is sometimes the best copy.
Lesson 3: Sometimes, there are only 2 lessons (which are sometimes the same anyway).
I really couldn’t think of lesson 3, but I still carried on.
If you are a copywriter, you shouldn’t do that.
Stop where it stops making sense.
(Joke: Reddit. Lessons: Mine. Originally published on LinkedIn).
Note: Burro is a fictional character I have written about on, mainly, LinkedIn to make a point (Entirely fictional. Any resemblance is coincidental and unintended).
Almost always, my Burro stories are based on jokes that I have heard/read. I try to learn and share the lessons behind the humour. My favorite number is three, so I create three lessons.
