Copywriting Secrets from the Movie Avatar

by Ryan Healy · 2 comments

in Copywriting

Sometimes you can learn a lot from movies. They’re often packed with copywriting, advertising, and marketing secrets — if only you will take the time to look.

For instance, movies can teach you a lot about how to “pace” your ads to keep your readers hanging on until they read every last word. And movies can teach you a lot about timeless story formats that work over and over again.

But one recent movie in particular stands out to me for the lesson it contains. And that movie is James Cameron’s Avatar.

In Avatar, the main character Jake Sully is a crippled ex-Marine. And through some strange feat of biological engineering, he is able to somehow use his mind to remotely control a giant lab-grown body.

Sully’s full-time job then becomes to “infiltrate” a race of people called the Na’vi. He pretends to be a real Na’vi to gain their trust and learn information that can be used against them.

Of course, the entire time Sully’s real body is back at “home base” while he is mentally manning this “biological robot” (so to speak).

Anyway, when you think about it, this is often what’s required to write truly persuasive sales copy…

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{ 2 comments… read them below or add one }

1 Peter Brissette April 7, 2010 at 4:37 pm

Great article Ryan. I love your analogy. That really is true. Understanding the problems and fears of your market is the place to start!


Peter Brissette

2 danno February 12, 2011 at 9:32 pm

I often say that the product developer is NOT the person to write the copy to sell it. They often have too much invested interest in what the product does to accurately figure out the problems the customer wants sold (plus it’s a good way to sell copywriting services, maybe that’s why I think that way). This is especially true in my local market.

Bang on right on the money for immersing yourself in the target market. You can’t write good copy without it.

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