Assuming you’re not one of the 11.7 million people tuning in to Celebrity Traitors each week (if that’s you, head to BBC iPlayer as soon as you finish reading this, and thank me later), you probably aren’t aware of the brilliant format. Let me fix that.
Each season, 22 strangers are locked away in an eerie castle in the Scottish Highlands. Three are secretly “traitors”, and it’s up to the remaining “faithfuls” to figure out who they are. All the traitors have to do is stay quiet and “kill” the faithfuls, one by one.
It sounds simple on paper, but what draws viewers in is the subtle dynamics and clashing personalities as its contestants build and betray trust.
As a copywriter, I can’t help but draw comparisons to how I strive to win over an audience with the written word, and think about all the ways businesses can, and do, get it wrong.
Copywriting, like The Traitors, is a game of trust. One false move and your audience is out. Luckily for you, I have three tips for you to prove to your audience that you’re a faithful.
1. Honesty is the best policy
Contrary to popular belief, marketing isn’t a dark art conjured up by hooded figures in secret lairs. Sure, there are rules of persuasion when it comes to writing copy, but it always boils down to honesty.
Your audience wants you to say what you mean and mean what you say. It helps if what you’re saying is exactly what they want to hear, but that should never come at the cost of being transparent.
Good copy converts without conning. It knows the difference between spin and storytelling, and always favours honesty over manipulation. Your audience knows this too, and they’ll sniff out any traitor who tries to sell them otherwise.
2. Authenticity breeds loyalty
What makes The Traitors so compelling is that it forces contestants to take each other at face value. It’s all they have, so it’s important that traitors and faithfuls alike are consistent, likeable, and, above all, authentic, if they want to stay in the game.
Really, authenticity is all any of us have. We’re either authentically us, or we’re not, and it’s not hard to spot. It’s the same in business; if you’re consistent in your actions, your tone of voice, and the way you leave your clients feeling, your authenticity will speak for itself.
Patagonia is a glowing example of this. Their brilliantly executed “don’t buy this jacket” campaign (kudos to their copywriter) urged shoppers not to engage in Black Friday sales, directly reinforcing the company’s commitment to anti-consumerism and sustainability. They were so true to their values that they actively told customers not to spend their money with them.
Patagonia is faithful, if you ask me.
3. Stories spark connection
Nothing holds people’s attention like surprise, suspense, and storytelling. It’s literally in our DNA. Stories engage the brain, helping us form memories and meaning, and research shows that stories are far more persuasive than arguments alone. The Traitors knows this, weaving an intricate, compelling story over 12 episodes to keep millions of people coming back for more.
Copy does that too. It helps potential clients understand who you are, what you do, and why you do it. It tells the story of how you can help and why they should trust you to do so. For them, your website should be every bit as captivating as Claudia Winkleman and her 12 gallons of mascara.
It might sound cheesy, but every click, call, or conversion starts with a story worth believing in. The trick is to bring that story to life with great copywriting that people can’t ignore.
Get in touch
Need a little help convincing your audience you’re a faithful? We’d love to help. Email hi@theyardstickagency.co.uk or call 0115 8965 300 to speak to us today.
