Copywriting Tips From Die Hard

Remember the overused content adage, write like you talk? In good movies the writing doesn't feel like 'writing,' and even though action movies aren't Shakespeare - the great action movies do have great dialoge. And in the world of copywriting, we can take a page or two from that world...

"You were saying...?"

One of the hallmarks of a great film - a great pop-culture film - not like, say, The Grapes of Wrath or Rashomon, for example, is that it's embedded in our overall culture, not just arts, but also in other areas outside of entertainment, such as retail (exhibit a: Pepsi and Back to the Future). After 35 or so years, it's still one of the most quoted movies ever, so why not extract some copywriting tips from Die Hard?

"Nice suit. John Philips, London. I have two myself." - Hans Gruber.

Mention this line in virtually all movie forums, and they'll instantly recognize this from Die Hard. Why? Simply, it's a memorable line, delivered memorably by the late, great, Alan Rickman. And when you have a memorable line of copy that incorporates a brand - you have a winner (remember the line 'can't beat the feeling?').

"'Twas the night before Christmas, and all through the house, not a creature was stirring...except the four creeps coming in the rear in standard two-by-tow cover formation." - Theo

Use a popular rhyme and put an unusual/humorous twist that will grab the reader's attention and lead him to your link/promotion.

"And when Alexander saw the breadth of his domain he wept, for there were no more words to conquer. Benefits of a classical education." - Hans Gruber.

Was Alexander called Alexander the Great because he used Head & Shoulders shampoo? No, but that doesn't mean you can't employ ancient names and places. Such as: "Rome wasn't built in a day, but you can see a lot of Rome in a day thanks to XYZ tours."

"You wanna know the secret to surviving air travel" - nameless travel companion, opening scene

How many times have you said, or heard somebody react with a 'I didn't know that?' to a useful tip. People love to hear a new tip for basic stuff, like laundry, saving space, saving gas, cutting costs in various ways or finding the cheapest hotel/flight ticket. Sometimes, the simplest line can be the most effective.

"Thanks for the advice" - John McClane, to nameless travel companion

Brainstorming? Someone handed you a germ of an idea, even unknowingly? Give them thanks (yes, this is also real life advice).

"I read about them in Time magazine." - Hans Gruber.

Pop culture reference is always welcome.

"Just a fly in th ointment, Hans. The Monkey in the Wrench. The Pain in the ass." - John McClane.

Like this great quote, you can take a sentence and break it down to strengthen a point, such as: This subscription is your ticket to your next career. Your entrance to business class. Your entrée into a new world of..." etc.

"And Alexander wept, seeing as he had no more worlds to conquer. Benefits of a classical education." - Hans Gruber.

A classical quote (or several) can elevate your content. Have you thought of looking into the works of Shakespeare, Dickens, or Mark Twain, for instance, for inspiration? There's no shortage of those...

"The quarterback is toast!" - Theo

This line would go great with 'I can't believe it's not butter.'

"Does it sound like i'm ordering a pizza??"

Examples of exasperating life experiences - who hasn't had those. Bring a sense of urgency to your timed call to action.

"Come out to the coast, we'll get together, have a few laughs..."

Imagine it rewritten: "On the coast? We'll get together, have a few laughs with [XYZ] beer/whiskey.

"If this is their idea of Christmas, I gotta be here for New Year's. - Argyle

Make the reader think that, 'hey, If yours is their Christmas promotion, l gotta stick around for their New Year's promotion...'

"Welcome to the party, pal!"

Once your uder/reader opted-in to, say, a promotion, or ordered a product or service, send a cool follow-up message - preferably by mail (a lot of push notifications can get lost or viewed hours and hours later).

"Yippee-Ki-Yay, Motherf*****."

Not really. But, you didn't expect a Die Hard related blog post without mentioning its most memorable line, did you?

Happy 70th Bruce Willis!

"Nice Suit. John Philips, London. I Have Two Myself."