A Question About What is Good vs. What is Right

[CopyGhost]

My question is regarding using "hot topic" issues and/or touchy subjects to build a piece around, when the product is not related to that touchy subject at all. The example I am considering myself is building a package for a nutritional supplement around the concept that your body is at war, and this is the most advanced weapon known to man. (Believe me, it sounds better on paper in all its long-copy glory.)
But my main question is, considering the country is currently at war, and most of the tide of public opinion has turned against the war, is this otherwise powerful tactic going to turn prospects off just because of the timing? Would it work better or worse seven years ago, when there was no war? Or is this the perfect time for this kind of package?

Sorry so long-winded.

[Tom Jones]

Hi CopyGhost,

Firstly, the context of your piece uses War as an analogy.

Your prospects will immediately recognize the connection and see it for what it is - an analogy.

You know, it's often a good sign when you feel a bit uneasy about something you're writing.

I think you've struck upon a great hook.

You're timing is perfect.

Well done!

Best Wishes,

Tom

[doc]

I agree with most of Tom's take. But understand your reservation with using the analogy.
"Your body is at war, and this is the most advanced weapon known to man."

Right now many Americans would rather be thinking of things other than war. The sports pages before and after the war show a marked difference in writing. "Red Sox bomb Yankees pitching in rout" becomes "Socking it to 'em" ugh

It is not simple enough to say don't allude to war in your writing. Americans do have excercise and the Memorial Day weekend on their minds. Independence Day is not that far off either. Back in 2002 the South Beach diet was declaring "war on fat" and suggested a "battle within between your body and it's hormones."

A strong analogy might be just what you need to break through the sea of "freaky arms" and "massive gains" etc. The question is, is it strong enough? Personally I would not touch the angle but if you can make it work and convert then you will have a difference in message. Get some PR ready just in case.

[Christopher John]

CopyGhost,

Personally, I think you have a winner.

As for the war issue. We have been at war for decades. Most people know this. It is the information age.

But as for being overwieght...

If I was overwieght and wanted to loose weight to the point of buying something through the mail... I would thank you personally if you supplied me with a frigin army of the most vicious hardend soldiers to brutally destroy and murder every single one of(those whatever you discovered that your pill is eliminating.) So I can loose wieght and feel better about myself at the beach.

There I said it. Vanity wins everytime.

Peoeple overweight are at war everyday. That is your target market.

Though you might rub a person or two the wrong way...You can't please everyone. Aim to touch and please your market.

There's my two cents...But what do I know.

Good luck and please keep us posted,

Chris

[KenCalhoun]

The country is at war, and has been, for years, and is TIRED of war.

The SUCCESSFUL pitch, is to sell how to make your body come to PEACE with itself. The "your body is at war with (external toxins), finally find peace and longevity-enhancing inner strength with (product/hero).

so says,
Multimillion$ copywriter Ken Calhoun