Some days ago, I watched Finding Nemo for the first time ever.
I expected a good time, but little did I know I’d end up analyzing the amazing job the scriptwriting team did (is this normal, or am I overthinking it?).
In my opinion, a few key fundamentals ensured the movie’s success from the get-go.
Fortunately for you, those same fundamentals can transform your copy from bland to brimming with emotion.
Let’s explore them in detail:
1. The movie immediately hooks the viewer in—by invoking a rollercoaster of emotions in the first couple of minutes.
Marlin (Nemo’s father) jokes around with his wife, dreams of the future, admires his babies, and then sees everything come crashing down—in a matter of minutes.
As a result, the viewer experiences both warmth and despair even before the initial credits start rolling!
Good copywriting should do precisely that.
Okay, you don’t necessarily need to plunge the reader into a valley of despair in the first few sentences…
But consider how you can build intrigue and evoke emotions right away. How can you set the stage and convince the reader to want to know more?
2. The backstory makes viewers empathize with the protagonists’ struggles even more.
How much less would you empathize with Marlin’s struggles if you didn’t know he lost all his kids and wife in such a tragic way?
Empathizing with the reader by providing relevant backstory or touching on their pain points early on will make them pay closer attention to your solution.
Why?
Because they feel heard, seen, and understood. They know you understand them deeply.
Always establish feelings of security and safety for your readers before presenting an offer.
3. Flawed yet likable characters equal connection
Marlin and Nemo are both likeable characters with prominent flaws—Marlin is swamped by fear, and Nemo struggles to swim due to his frail fin.
These traits are established early in the movie, so the viewer roots for Nemo’s rescue with even more passion when the adventure begins.
What’s the lesson?
Having a Mr.-Know-it-all attitude will never connect them to you.
Show your reader the effort it took for the brand to develop their product. Share the trials and errors.
Humanize the person behind the brand and never communicate from an unreachable level of authority.
4. Marlin traced Nemo’s steps to find exactly where he was.
Marlin would have never found Nemo if he hadn’t taken the time to trace Nemo’s path or pay attention to cues along the way.
In copywriting, if you’re not willing to put yourself in the shoes of your potential customers, you’ll never resonate with them—you’ll never find them where they truly are.
Only after understanding the nuances and complexities of their current situation will you be able to write effective copy.
5. The genius behind “Just Keep Swimming.”
Even if you’ve never watched Finding Nemo, the catchy phrase “Just Keep Swimming” has probably been stuck in your head at least once.
Now, imagine if, instead, the saying was, “No matter what happens in life, you need to keep moving forward”?
Would it be as impactful?
Conciseness in copy equals effectiveness.
That’s why we aren’t paid by the number of words we write—boiling down words into succinct sentences takes far more craftsmanship than filling a page with text.
Whenever you review your copy, ask if every word advances the message and makes the reader crave to learn more.
6. The character development of the protagonists is clear.
Remember when Nemo first woke up and decided to go to school?
Nemo was naive, excited, and fidgeting, and Marlin was insecure, scared, and doubtful.
Now compare it to the last scene of the movie: the premise is the same (Nemo wants to go to school), but the character development is glaring:
Nemo is confident, mature, and loving to his father, and Marlin is secure, easygoing, and with a positive outlook on life.
If your copy doesn’t showcase the transformation your client will go through in the same emotional and discernible manner, then you’re wasting both your and your reader’s time.
Copy should take the reader on a journey, clearly highlighting the transformation that your product or service offers.
Show them the “‘before” and “after”, and don’t let them guess it.
7. Finding Nemo suffers from no shaggy middle syndrome
The trials and tribulations along the way keep the viewer engaged, and the dual perspective of Nemo and Marlin fighting to escape increases the stakes.
The constant, unavoidable, and increasingly difficult adventures serve a double purpose:
They keep the viewer from getting bored and make them more invested in the outcome.
Does your copy suffer from a “shaggy middle syndrome”?
Do you spend too much time on the hook and the offer, making the middle drag on?
No one will care about the offer if they’re yawning halfway through your message.
Use elements of surprise in your copy (if applicable) to keep the reader engaged, and always be as concise as possible.
8. Darla’s imminent arrival creates a strong sense of urgency.
When Nemo settles in the aquarium, we immediately discover that he has 5 days to escape before DarLa (the dentist’s daughter) comes to take him–and most probably kill him.
This was no accident—injecting urgency into the narrative heightened the stakes and made every setback much more excruciating.
Implementing some sense of urgency in your copy will make people take action faster.
Don’t fabricate it—you should have plenty of reasons to do so organically.
9. The movie builds constant anticipation, reaches a climax, and concludes with a satisfying resolution.
Imagine if half the movie was spent on the “‘happily ever after”. You’d likely feel disengaged and would wish for more buildup.
That’s how it goes in the world of copywriting, too.
You don’t want to excessively dwell on how amazing your product is.
You want to build anticipation, empathize with the reader, prescribe their problem, and only then present them with your product—as the ideal solution.