Copywriting Tips From The Mummy

The Mummy (1999) may have surprised some high-brow critics with its global success, but it shouldn't have: An entertaining yarn, a great cast having fun, terrific special effects, and a memorabl score made it the quintessential summer movie - something that we haven't had in a long time. And its sequel, The Mummy Returns, was just as good. Whether you saw the first, second, third (I like to call it the "asterisk" sequel) or none, here are some copywriting tips from the mummy...

Good movies, like good campaigns, leave their mark with memorable characters and, of course, memorable quotes ('Ill be back!'). And The Mummy was no different.

Preparing for a copywriting brainstorming session...

"No harm ever came from reading a book" - Evelyn, before opening the Book of the Dead.

A line like this would make for a great headline, or opening for a piece of content, like a blog or article. Like: No harm came from reading a cookbook/white paper/user guide. Sprinkle some curiosity into the reader/user.

"Patience is a virtue." - Evelyn

"But not now!" retort her friends. Which is what you should convey to your customer - patience is good, but... (Also, dispelling, short, pearls of wisdom in a clever way is a win-win).

"Looks to me like you're on the wrong side of the river!"

You can apply in copywriting such as: Looks like you may miss the boat on a huge discount!!

"You mustn't read from the book!!!"

Why not go for a dramatic headline? Whether for a banner, social media post, or blogpost headline (it even sounds like a catchy header for PPT presentation or white paper: Why you mustn't read from the book!!) Exclamation points are optional.

"You've just been promoted."

This is a cool line one can use when customers/users accumulated enough credit/points to upgrade themselves and receive better discounts or more valuable content. It's also a very catchy line!

"Apparently he had a very good time."

...When they used your product/service/read your content.

(Incidentally, this is one of my personal favorite quotes).

Copywriters looking at revisions...

"What's a place like me doing in a girl like this?"

Intentionally mixing up a sentence can cause a peron to think, 'what are they trying to do here?'

"Death is only the beginning."

A quote that makes the reader think is a great way to start blogpost, article, or headline a social media post. Example: Charles Dickens' We forge the chains we wear in life or Mark Twain's The secret of getting ahead is getting started.

"Do something, do something! Not that, not that!"

Make CTAs creative again...

"Compared to you, the other plagues were a joy!"

When writing about a customer's pain point, whether in a social media post or in a blogpost, empathy is important. Bringing up a personal experience can hit home and make the user think, 'you know, they've been where I've been.'

"Death will come on swift wings to whomsoever opens this chest."

"exciting benefits [discounts/holiday promotions]will come swiftly to those who open this email..."

Or: "Death of boredom will come swiftly to those who start playing..."

Etc.

“Rescue the damsel in distress, kill the bad guy and save the world.”

Remember, it's all about the benefits to the customer. A clear, swift message will make it easier to remember.

Always remember: Like the mummy Imhotep, copywriting and content is immortal...