Copywriting Lessons From M. Night Shyamalan’s “Split”
One of my favourite films from the past few years is called Split, directed by M. Night Shyamalan.
M.Night is the mastermind behind a few bangers, including The Sixth Sense (I’m sure you’re familiar with this one).
Split follows a plot where the main character, Kevin Wendell Crumb, has dissociative identity disorder, and notably…
23 distinct personalities.
I won’t go too deep, but basically he kidnaps a bunch of teenage girls and holds them hostage.
Highly recommend you check it out.
Anyway.
This film has A LOT of lessons in the psychology behind effective copywriting.
The main lesson being, understanding the power of relating to your market and ideal customer avatars.
When Kevin is in one of his 23 personalities, the only way his hostages can engage with him is through morphing their communication “style” to fit his persona.
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In other words, they become relatable to him.
Hedwig (his 9 year old personality) cannot be engaged in the same way that Patricia (his mother-like personality) is.
The teenage girls quickly learn this, and leverage it as a means of bargaining power.
A weapon of influence, if you will (homage Robert Cialdini).
This is how effective direct-response copywriting works.
It begins with establishing trust. And the best way to do this is through, you guessed it, relatability.
The same way in which the hostages gain the power of Kevin’s personalities, you must do so with your target market.
Don’t ever try and “tactic” your way towards a sale. This is short-term thinking. Instead, lay the foundation of trust by understanding who you’re selling to. Entering their world. Relating to them in every way possible.
Become your target customer the same way Kevin “becomes” his persona of choice.
The more you focus on doing this, the more impact your copy will have.
If you haven’t seen this movie, you must watch it. Tonight. That’s an order.
Your mate,
Lachlan
