𝗡𝗼𝗯𝗼𝗱𝘆 𝗪𝗮𝘀 𝗪𝗼𝗿𝗿𝗶𝗲𝗱 𝗪𝗵𝗲𝗻 𝗧𝗵𝗲𝘆 𝗢𝗽𝗲𝗻𝗲𝗱 𝘁𝗵𝗲 𝗧𝗼𝗺𝗯

In the classic mummy movies, the trouble usually begins when somebody ignores a warning.

An archaeologist discovers an ancient Egyptian tomb. The entrance carries a warning about a terrible curse awaiting anyone who disturbs the dead.

Naturally, he opens it anyway.

Nothing particularly frightening happens at first. The archaeologist explores the tomb, examines the artifacts, and congratulates himself on his discovery.

Then the bodies start piling up.

The curse was real. The consequences simply weren’t immediate.

And that’s what makes the mummy an interesting lesson in copywriting.

𝗢𝗻𝗲 𝗼𝗳 𝘁𝗵𝗲 𝗯𝗶𝗴𝗴𝗲𝘀𝘁 𝗼𝗯𝘀𝘁𝗮𝗰𝗹𝗲𝘀 𝘁𝗼 𝗺𝗮𝗸𝗶𝗻𝗴 𝗮 𝘀𝗮𝗹𝗲 𝗶𝘀 𝘁𝗵𝗲 𝗮𝗯𝘀𝗲𝗻𝗰𝗲 𝗼𝗳 𝗶𝗺𝗺𝗲𝗱𝗶𝗮𝘁𝗲 𝗰𝗼𝗻𝘀𝗲𝗾𝘂𝗲𝗻𝗰𝗲𝘀.

Your prospect may recognize a problem. They may even agree that your product could solve it.

But there’s no compelling reason to act today.

Consider someone who knows their email marketing needs improvement.

Their open rates are declining. Their subscribers aren’t clicking. Their sales are disappointing.

But the business is still making money.

So improving their emails becomes something they’ll get around to eventually.

Next week. Next month. Maybe next quarter.

Meanwhile, every poorly performing campaign represents another missed opportunity. Those lost opportunities accumulate, even though no single campaign seems disastrous.

The copywriter’s job is to make those delayed consequences 𝘃𝗶𝘀𝗶𝗯𝗹𝗲.

Not by inventing some ridiculous catastrophe. And not by throwing around artificial deadlines.

Instead, show prospects what continuing down their current path is likely to cost them.

What happens if nothing changes for another 30 days? Another six months? Another year?

The longer the problem persists, the more expensive it may become.

𝗛𝗲𝗿𝗲’𝘀 𝘁𝗵𝗲 𝗹𝗲𝘀𝘀𝗼𝗻:

Sometimes the most persuasive reason to buy isn’t what prospects gain by acting.

It’s what they continue losing by waiting.

The mummy doesn’t need to attack the moment the tomb is opened. By the time everyone realizes the curse is real, the damage is already underway.

RW
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