Great Copywriting In Action: Once Upon A Time
Repurposing content is one of the hottest topics in the world of copywriting. Why? It’s something almost every brand is finding valuable. Not only does it save time, but it’s a fantastic means of reusing existing, already-awesome copy. Now, we’ve talked about content repurposing before. In fact, we’ve handed you a handy how to guide and backed our stand that repurposing helps you get the most content mileage possible. But as I sat at my desk, racking my brain for a worthwhile-copywriting-in-action topic, I thought to myself, “Hold the phone! We haven’t really shown you how valuable and worthwhile content repurposing is.” So guess what we’re going to talk about? Repurposing one of the oldest types of content around: Fairytales! Once Upon A Time There probably isn’t a person on the planet who hasn’t heard at least one fairytale. In fact, the tales we grew up with know no cultural bounds. They’re worldwide stories that teach lessons, morals, principles, all kinds of good stuff. And on October 23, 2011, a television series based entirely on repurposing traditional fairytales premiered. Simply called Once Upon a Time, this series is an incredible example of content repurposing in action. Modernization Once Upon a Time is a fantastic example of repurposing content through modernization. Now, we’ve talked about this concept before, but this series really drives home how you can take something old and make it new. The characters live in the seaside town of Storybrooke, Maine. They live in a modern setting in which the wicked Queen from Snow White’s fairytale is the town Mayor. In season one, her right-hand man (the Huntsman tasked with killing Snow White) is the town Sherriff. As we work our way down the list of fairytale characters, they each take on modernized roles that connect back to their traditional identity: The Evil Queen is Regina Mills, Mayor of Storybrooke Snow White is Mary Margaret Blanchard, a school teacher Prince Charming is David Nolan, a coma patient who awakes in search of his true love Jiminy Cricket is Dr. Archie Hopper, a therapist The Huntsman is Sheriff Graham Humbert Pinocchio is August Wayne Booth, a writer of sorts whose destructive path leaves life altering consequences Red Riding Hood is Ruby, a waitress at the local diner, Granny’s which is run by the grandmother from her fairytale Belle is Lacy, a confused young woman who falls for the biggest “beast” in town Perhaps the most epic character in the entire series is Rumpelstiltskin. In Storybrooke, he is Mr. Gold, the one powerful man in town that everyone is terrified of. He doubles as the Beast Belle falls for and the crocodile Captain Hook seeks to destroy. When it comes to repurposing content, one of the most important things we can do is modernize it. Once Upon a Time proves that no content is too old for modernization. And when it’s done right, it reminds the audience of the traditional content while mesmerizing them with a fresh perspective. Compelling Twists If I had to pick the most surprising and compelling twist of the series, it came in season three when we were introduced to the infamous Peter Pan. Yes, I said infamous. Although we’ve always known Peter as the boy who never grew up, and we saw his getaway island as fantastic and magical, Once Upon a Time chose to take a completing different approach. In an epic and slightly terrifying twist, Peter Pan becomes a villain! His shadow steels children from their beds, dragging them to Neverland. But instead of being a land where little boys never grow up, it’s a terrifying place where Pan searches tirelessly for one boy. Even Captain Hook fears the place. Peter is depicted as a villain, capable of ripping shadows away like ripping the hearts from chests. This compelling twist is a fantastic example of a technique we can use to repurpose content. We can insert new, compelling twists that shake things up. A reasonable twist can leave people in shock and awe. In the case of Once Upon a Time, it made season three irresistible. In the case of your copywriting, it can make people hunger for what comes next because all they can do for now is guess. Incredibly Human Characters It could be said that the most successful content is also the most human. Let’s face it; we don’t like trying to connect with anything that is less than human. Once Upon a Time, although comprised of fictional fairytale creatures and characters, never shank away from the task of making the modernized and classic characters incredibly human. For example: Emma Swan: Arguably the main character of the series, she is a completely new addition the storybook world. Daughter to Prince Charming and Snow White, she’s a character a lot of us can relate to because she is so human. She’s had her fair share of trouble. She’s made bad decisions that have come back to haunt her, and she’s bent on doing the right thing, no matter the cost. There’s hardly anything fictional about her, except for her roots. Henry: As Emma’s son, he is a highly human character. He spent a good part of his life wondering why his birth mother gave him up for adoption. When given the opportunity, he takes off to find Emma. He finds her to convince her that she is the savoir of Storybrooke, but at the same time he just wants his mother—his real mother. As the series progresses, we connect with a kid from a broken home with one pretty crazy family. Sound familiar? A lot of us can relate personally! Rumpelstiltskin: My favorite character in the series! Unlike his traditional fairytale, he takes on a whole new level of sheer darkness as “The Dark One.” As one of the most multifaceted characters in the entire series, he offers so much to relate to from feelings of numbing fear to overwhelming rage. What’s the point? The point is that the most … Read more
