Copywriting Basic Training From The Dirty Dozen

The Dirty Dozen is one of the classic war movies. Featuring an all-star cast with icons such as Lee Marvin, Charles Bronson, Telly Savalas, George Kennedy, film director John Casavetas and many more, it became a classic, and naturally spawned several sequels, none of which were memorable. You could say that, in a way, they were the original Avengers. It was a big hit, and, nearly 60 years later, it's considered an all-time classic. Even with all the years that passed, The Dirty Dozen can also serve as an inspiration for copywriters and content writers with its clever screenplay and witty dialogue. Here's a bit of copywriting basic training from The Dirty Dozen:

Although the film is decades old, it's filled with dialogue that should resonate with modern audiences. For example, how many of us haven't heard the following:

Either ask relevant questions, or shut up!

I'm volunteering?

It's not, as you say, 'being offered'

What's with you? What is this, anyway?

[Fun fact: At one point, one of the film's actors, Charles Bronson, called the movie 'too violent' - somewhat ironic for an actor destined to play a vengeful man in 5 Death Wish movies].

After watching The Dirty Dozen, I came up with the following insights:

1. Copywriting isn't instant pudding. It takes more than ten minutes to come up with good copy.

2. "You've seen a general inspecting troops before haven't you? Just walk slow, act dumb and look stupid!" Make it interesting, informative, and entertaining. Yes, it can be done.

3. "And kill any officer in sight!"

   -"Ours or theirs?"

   Funny and witty can be short and snappy. And that makes the copywriting more memorable.

4. Copywriters have their own "thought process." Asking them to describe it is useless.

5. Authenticity is key: The director, Robert Aldrich, ordered the cast to have a military-style hairdo.

6. Authenticity is key, take 2: It's better to retain authenticity than 'sell out' for the sake of a few more likes or some other metrics. The director refused to cut out one scene, and that most likely cost him a Best Director Academy Award nomination.

7. Always leave room to improvise - as several actors were allowed to do in some scenes.

8. Authenticity is key, take 3: Surprising your audience with a little-known fact can help your content go viral. Like, The Dirty Dozen, which was based on a novel, was based on a real-life paratrooper unit that was actually called the dirty thirteen.

9. "I'm not very interested in embroidery, only results." - as copywriter and/content writer, you need to know when to embellish, and when not to get to cutesy and write straight and to the point.

10. Life lessons: Anyone can become a hero - even criminals.

11. You'll never know what you'll find with a little search: The French title of The Dirty Dozen was Les Douze Salopards - which translated back to "The Dirty Bastards." Does that ring a bell?

    
    

12. One of the best scenes of the film is the planning scene. If you want add some freshness to your brainstorming session, doing it in rhymes is a novel idea...

Another copywriting task is completed to satisfaction.