Become A Better Copywriter by Binging on Sitcoms: 7 Ways How
By: Chandana Pitta
Tags: Copywriter, Writing Tips, Learn Copywriting, Ad Copy, Copywriting Tips

“Wait, did I read that right? Can watching sitcoms make me a better Copywriter?”

Yep! You can become a better copywriter by binge-watching your favourite sitcoms.

Many copywriting teachers will ask you to spend your free time studying a case study, taking an online course, or reading a blog. But I am here to tell you f*** case studies! Relax, watch your favourite sitcoms, and learn copywriting while you do so.

How?

Here’s the thing! Copywriting is essentially storytelling. And storytellers learn how to write great stories by consuming great stories!

Does that mean you sit in front of Netflix and binge sitcoms until it’s time for your next Zoom call?

No!

Pay special attention to the following elements.

1. Mass Appeal

Appealing to the masses is the foundation of a good sitcom. And a good copy.

Last year, 40 million people watched Never Have I Ever on Netflix! 40 million people from different countries and walks of life chose to watch episode after episode, day after day. That means the language in this sitcom was simple, universal, and relatable.

In those 40 million are your audience too. And Never Have I Ever is a window for you to understand what language, pace, and emotion work with your audience.

The same logic applies to every other sitcom. These are quickly-consumed, captivating, binge-able stories. Focus on the language, coining of the sentences, and emotions. Also, make a note of the words.

These are the words people easily understand! These are the emotions people resonate with! These are your headline and hooks!

2. Loglines and Teasers

Logline of Rick and Morty on Netflix

Logline is used to describe a movie or series. A good logline will make you watch an entire series.

A logline is to a sitcom what a hook is to your copy. As a copywriter, you know a good hook will make the audience read the entire copy. And vice versa.

You will find some of the best copywriting tips in loglines and teasers. Netflix and Prime are filled with loglines. Here are some of my favourites.

Final Space from Netflix

Mr. Holmes on Amazon Prime

Start studying these loglines and teasers. A good logline/teaser will describe the central plot of the sitcom and provide an enticing hook to stimulate interest. See if you can pinpoint the attention-grabbing methods and use them in your copies.

3. Inserting Open Loops

We all are frustratingly familiar with cliffhangers. They make us antsy and eagerly wait for the next episode. Can you use the same formula in your copies? Yes!

In copywriting, the cliffhangers are open loops. An open loop sets a mystery and leaves the audience wanting more. You can create an open loop by introducing a bit of information but not giving it all away.

Check out this newspaper print ad copy written for Woody Justice diamonds. It is one of the best converting copies.

Did you notice how each paragraph is only setting a premise to the next? The copywriter didn’t introduce the brand and the offer until paragraph 4. Immediately in paragraph 5, instead of explaining the offer, he’s asking the audience to search the brand name online. Interested buyers who see the ad will Google the brand name and their “lowest diamond prices in America!”

3 things you should remember while writing open loops:

Leave traces of important details early on. Talk about a benefit but don’t link it to the product.

Get the message across. Don’t omit essential information like brand name, offer, how to reach the brand, etc.

Subtly link your audience to the product details.

For more such excellent copy examples, check out Swipefile.

4. Specifics

Copywriters, remember this. Get. More. Specific!

Notice how the characters in a sitcom aren’t just sitting around eating pizza? There’s always a pizza box on the screen. Chandler doesn’t just say, “Am going to the office.” He wears a suit, a tie and carries a briefcase.

Sitcom writers put a lot of effort into making you believe the characters and stories are real. They add specifics to relate their world to yours. And that’s what you should do with your copy!

Which one do you like better? “Our product features will make your life easy!” or “Our 6 interchangeable dashboards will make navigating through analytics easier. It will literally take you 2 seconds to shift from one analysis board to the other.”

Don’t just promise your audience a benefit. Get into their world and explain how that benefit helps them.

Notice the specifics in a dialogue or a scene-setting. Try to link it to the audience. This exercise will help reduce the redundancy in your writing.

5. Cold Opens

Reiterating my point — the hook is everything!

Did you know? Friends was in the race against sitcoms by famous directors and actors. This pilot episode opening scene made producers pick Friends over other running sitcoms.

Always open your copy with a gripping hook. It could be an enticing offer or a relatable pain point. Your hook should make your audience want to read more.

By studying cold opens, you can also learn how to write the perfect setup.

6. Copy Structure

A copy and a sitcom are similar in structure.

Sitcoms follow a basic 3-tier structure: Cold Open, Act 1, Act 2, Act 3, Tag.

This image is taken from NoFilmSchool

You can follow the same structure for all your copies — especially for email marketing. Here’s how:

Cold Open/Teaser → Hook Act I → Introduce the audience and the pain point Act II → Empathise with the pain point. Relate with the audience Act III → Solve the pain point by introducing your product/service Tag → Add a payoff (core benefit) and a catchy Call to Action

7. Descriptive Storytelling

We all love stories! How many times did you sit through a movie or read a book even though you didn’t like it? Why?

Because our brains are hardwired to search for closure in everything we do. If you’re halfway through a task, you want to finish it.

Use it! To improve your conversion rates and decrease bounce rates, start implementing storytelling elements into your copies.

Go beyond the typical AIDA formula and explore what works with your audience. Weave a story around your product features and benefits.

This weekend, watch at least 3 episodes from popular sitcoms. Step out of your skin and try to understand why millions of people are watching these sitcoms.

Is it the dialogue delivery?

Is it the core conflict in the plot?

What are the writers doing to be relatable to millions?

All these points can be translated and used in good copywriting.

Binge away, my friend!