Jan 8 (edited) • 💬 Discussion
I HAVE PLAYED THESE GAMES BEFORE!!!
So there’s this Squid Game meme going around.
That made me realize how these meme creators are wayyyy better at copywriting than most copywriters.
(I’m deadass serious lol)
For context: Squid Game is a show about people participating in a series of deadly games to win F-you money.
The players can vote to stop the game whenever the majority of the players vote to stop.
But well… people are greedy.
So in the first season, there was only 1 person who made it out alive — Player No. 456.
Now in season 2, player 456 decided to go back and try to help as many people survive.
He was EAGER to convince people to vote “stop the game”...
Which leads to people questioning his actions and being skeptical of his intentions. So he yelled:
I HAVE PLAYED THESE GAMES BEFORE!!!
Anyway, let’s get back to our main point.
There’s a meme going viral right now about this part of the squid game comparing it to how when you reinstall an app they give you a tutorial.
Like all memes, the creators intend to make it funny.
But there are ones that hit and ones that flopped.
You and I can agree that memes hit because they’re funny…
But the real question is “What makes most memes flop?”
*tick… tock… tick… tock…* 🕰️
Because they’re not funny…
“Wtf Jeff??!”
Alright, calm down. 😂 Let me explain:
There are truths that people can relate to in all memes.
But the indicator that determines whether or not the meme is funny is the same thing that determines how relatable your copy is:
“The delivery.”
For example, take the Squid Game meme.
The player 456 is yelling, “I HAVE PLAYED THESE GAMES BEFORE!” with a caption about reinstalling apps.
It's funny because you’ve been there when you’re being treated like beginners by an app you've used for years.
On the other hand, memes that try too hard, like forcing them to be funny without a clear connection tend to flop.
The same goes for copywriting.
You can do hours of research on the audience and find their pain points, struggles, and goals.
But if you can’t make your copy feel like you’re right in their shoes, they won’t resonate as much as they should.
Instead of them thinking “Wow, this exactly sounds like what I’m going through.” because you describe their situations accurately.
They’ll think: “I’ve already heard/seen this.” *Click off* because you sound generic.
That’s why meme creators are f#king elite at delivering the message.
Not because they’re good at writing the actual message like us copywriters, but because they know how to put together highly relatable messaging behind the memes.
We should learn to resonate with the reader like them.
Take something that happened in people’s lives, and describe it in a way they’re not expected to be relatable.
That’s a big fat key to writing great copy.
That’s it for today.
Hope you have a wonderful month.
- Jeff
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I HAVE PLAYED THESE GAMES BEFORE!!!
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