Copywriting Lessons From The Marx Brothers
The Marx Brothers are one of the world's greates comedy teams, and their films are comedy classics. In fact, the AFI (American Film Institute) included 5 of their films in their list of top 100 comedy films of all time, with 2 in the top 15. Although lists are always debatable, and I'd put at least 1 of their films in the top 10. But that's for another discussion...
A lot of things made the Marx Brothers special, including the fact that they combined physical and verbal gags - the latter mainly the responsibility of Groucho, he of the fake mustache. There are so many memorable lines, I cherry-picked a few that I thought could be inspirational for copywriting. So, without further achoo, as (Chico might have said) are some insightful copywriting lessons from the Marx Brothers.
"The party of of the first part..." is hereinafter called: "the party of the first part..."
Groucho Marx, A Night at the Opera
Don't make things overly clever: you've got only a few seconds to grab a viewer's attention, so if the person has to think too much about what you're trying to say, he'll just move on to something else.
"From the moment I picked up your book until I laid it down, I was convulsed with laughter. Some day I intend to read it."
Groucho Marx
Double and triple-check your copy before releasing it to the public. The world, offline and online, is littered with embarrassing, mistake-filled ads.
"Who are you going to believe, me or your own eyes?"
Chico Marx in Duck Soup
People don't like to be fooled. They like being tricked if it's done cleverly and they don't feel like they've been taken for a ride and milked for cash.
"I could dance with you till the cows come home...but I would rather dance with the cows till you came home"
Groucho Marx in Duck Soup
Don't string your customer/user/whatever along. If you offer an added value, don't make the condition endless.
"I can see you standing over a hot stove...but I can't see the stove"
Groucho in Duck Soup
If you're promoting a product or service, make sure they see it, and not hide it under wrappings of creative. A memorable ad is great, but if they don't remember what you're trying to sell...what's the point?
"If you find it hard to laugh at yourself, I'll be happy to do it for you"
Groucho Marx
Throughout life, we find ourselves in countless absurd situations, many of them infuriating, like waiting in long lines, being served a dry hamburger, being stuck next to a non-stop talker on a plane...finding the right situation and poking fun at it, though, can be a winner
"I've had a perfectly wonderful evening. But this wasn't it." Groucho Marx
Building up a promise of value that does not meet the customer's perception of value, will be a major letdown.
"honk honk"
Harpo Marx
Sometimes, the most effective way to deliver an engaging/captivating message is also the shortest or most direct.
"Come get your ice-cream...come get your tootsie-frootsie ice cream!"
Chico, A Day at the Races
Attract your audience by offering them a freebie. Once they arrive, make them understand they got the freebie - but if they want the whole deal, they need to pay "a little extra..."
Lassparri: "They threw an apple at me!"
Groucho: "Well, watermelons are out out season." A Night at the Opera
Always keep tabs on what the competition is doing, so you can have a quick, witty retort at hand.
"Behind every successful man is a woman; behind her is his wife."
Groucho Marx
Take the obvious or logical and stretch to the point where it becomes funny or ridiculous
"9 Dollars and 40 cents? That's an outrage! If I were you, I wouldn't pay it!"
Groucho Marx in A Night At The Opera
Always keep your eye "on the ball." Was there a company in the news scolded for a price hike? You can find always find a creative way to play on it or "troll" the company, as they say.
"I'll show you a thing or three"
Groucho, Animal Crackers
Make the reader stop and think: Wait, what did I just see? What did I just read? Was that on purpose? What's behind this...?
Be open minded. But not so open-minded that your brains fall out.
Groucho Marx.
A testimonial by Napoleon can be funny; by Mussolini, less so.
"I'll do anything you say. In fact I'll even stay. But I must be going."
Groucho in Animal Crackers
Don't forget to make your offers time-limited, which will help stick it in the reader's mind.
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