What Sega Rally taught me about writing copy you can’t help but read

When I was 13, I went to the arcade every week.

My favorites were Time Crisis 2 and Sega Rally. This morning I realized that Sega Rally is just like copywriting. Here’s how.

In copywriting your goal is to get the prospect to the end of the copy and act.

If they don’t get to the end, they won’t act.

In Sega Rally you had to get to the end too, but there was a problem (and it’s just like copywriting).

The timer was constantly counting down.

And the time you got at the start wouldn’t get you to the end. If you didn’t hit a checkpoint for a time boost, you stopped.

It’s the same with your reader.

There’s a countdown timer ticking in your reader’s head

When you hook your reader, they give you a certain amount of time.

The better the hook, the more they’ll give you, but no one gives you infinite time. If you don’t keep them engaged, they’ll give up reading your copy even if the headline was irresistible.

To avoid the reader checking out halfway, you need to use copy checkpoints.

What are Copy Checkpoints?

Copy checkpoints are parts of copy that keep the reader invested.

Including:

• Engaging subheads

• “Bucket brigade”

• Surprising stats

• Moving stories

Imagine trying to complete Sega Rally without checkpoints?

That’s what failing to use these copywriting techniques is like.

You’ve got to hook the reader with your headline AND keep them engaged.

Copy checkpoints help the reader reach the prize at the end of your copy.

TL;DR: Sega Rally taught me your copy has to keep your reader hooked throughout your writing

You can do this with

• Engaging subheads

• “Bucket brigade”

• Surprising stats

• Moving stories

Well done! You reached the finish line.

Leave a comment to let me know you found it valuable.

Read this post and more on my Typeshare Social Blog