copywriting and the Wizard of Oz

The world of cinema didn’t start with the first Transformers film (thank goodness!), even though there have been about a hundred sequels to it (or is that just me?). You know that a film is truly great when it stands the test of time. And few classic films have stood the test of time as well as ‘The Wizard Of Oz’. The film is now 75 years old, yet still regularly features in lists of the greatest films of all time, and the American Film Institute selected it as the greatest fantasy film ever made. There’s one word that sums up the reason for this. No, it’s not ‘courage’ (we’ll come to that later), it’s ‘quality’. The film has quality stamped all over it. Successful copywriting has to put quality first as well, particularly as Google are now making the quality of content its main criteria. Take a look at the film again, and there are plenty of lessons that a smart copywriter can learn. Now, tap the heels of your ruby slippers together, and follow me to a magical land full of incredible copywriting. Look Magnificent You could put a 5-year-old child who speaks no English in front of The Wizard Of Oz, and they would love it. Know why? No, there’s no subtitles, that would be cheating. You do know why, because I put it in bold up above. It looks magnificent. No expense has been spared when it comes to the overall appearance of the film. Do you remember the moment when Dorothy gets transported away from Kansas to the world of Oz? If you’ve seen it, it’s impossible to forget. The screen changes from black and white to amazing color. And what color! It’s one of the most incredible moments in cinema history, and I have to say I always find it strangely moving too. A great copywriter needs to make their content just as exciting. This can involve selecting the right images, and it always involves selecting the right words. Remember that your writing shouldn’t simply be functional, it should be fun and fabulous! Splash a little technicolor into your content. Keep Your Copywriting Fresh How can a movie that’s now three-quarters of a century old still feel so fresh? That’s because it deals with things that everyone can empathize with. Our world has changed a lot since 1939, but, believe it or not, people are still exactly the same. Cinema and television audiences today are just as uplifted and excited by the film as they were when it was first shown. Show it to a child for the first time, and watch the look of joy spread across their face. The film doesn’t need 3D, it doesn’t need super high definition or CGI, because it has superb writing. Noel Langley. Florence Ryerson. Edgar Allan Woolf. These are the scriptwriters behind the film. Their names may be little known, but their work certainly isn’t. If they were copywriting today, they’d be naturals, because they knew the importance of keeping things simple, to the point, and, well, fresh. Use The Best Sources Which came first, the chicken or the egg? (The answer’s ‘the egg’ by the way, because reptiles laid eggs millions of years before birds evolved, so that’s that one cleared up). Which came first, the book or the film? Yes, it may surprise lovers of great films such as The Wizard Of Oz, The Lord Of The Rings, Schindler’s List and more, but before the film there was already a great book. That doesn’t make the achievements of the screenwriters, producers and actors, it simply means that they were smart enough to find a superb source. Copywriters can learn from this too. Plagiarizing is a complete no-no of course, but we shouldn’t live in a vacuum. We can take inspiration from great writers, and great content, that’s come before us. By adding our own unique thoughts and interpretations we can make copy that’s more useful than a self driving car that tans you en route. The original author, L. Frank Baum, is well credited in the film and its promotional material, so this helped to gather the interest of his fans. Copywriters can achieve the same effect by citing their high authority sources. Be Truly Memorable What do you remember the most about The Wizard Of Oz? The dissolving witch (‘I’m melting, I’m melting’), the beautiful ending (‘There’s no place like home’), the flying monkeys, the munchkins, the cute dog, Dorothy’s gingham dress, or the incredible music? Both the American Film Institute and The Recording Industry Association of America named ‘Somewhere Over The Rainbow’ as the greatest song of the twentieth century. You could ask a hundred people, and get a hundred different answers, but what’s indisputable is that once you’ve seen The Wizard Of Oz, you’ll never forget it. There’s even a mythology that’s sprung up around the film (watch it as much as you like, but you won’t see a munchkin hanging themselves in the background). Copywriters should strive to make their writing just as memorable. There’s a huge amount of data and content in the world today. Humdrum won’t cut it any more. You have to engage your audience, and teach them something that will stay with them. If your work isn’t memorable, then you may as well stop after the first word. Send A Message That Matters The Wizard Of Oz, although enjoyed by adults, is a film made for children. Does that mean it’s simple? Not a bit of it. There are more messages in The Wizard Of Oz than you’ll find in ten series of Grey’s Anatomy. It’s packed full of themes. Loneliness. The importance of friends. How to fit in when you’re in a new place. Standing up for what you believe in. Following the yellow brick road, er, I mean following your dream. At the center of the film is a theme that may go over the heads of most viewers. In essence it’s a … Read more