Copywriters Podcast

Last week I got this really intriguing email. It led to a website with this copy on it: “Look, I know everyone hates saxophones. And with good reason. Excluding Colin Stetson’s amazing work, and Tom Waits of course, I also tend toward hating on saxophones myself. “But is it really fair to judge an instrument by it's past misdemeanors ? Can the sax be rehabilitated and made sexy again ? “Here at Sound Dust we say HELL YES!” I’ll tell you more about this soon. For now, I want to point out that this was not just negative copy. Not just hater copy. This was a complaint. A complaint about saxophones. Now, whether you like saxes… hate ’em… or have no opinion at all about saxes, there’s a really good lesson in this copy. And it has to do with something we’ve never covered on this podcast, even though this technique is used all the time… and quite successfully, I’ll add. The technique is what I’m going to call “complaint copywriting.” Now, to be clear, we’re not talking about “compliant copywriting,” which is also im