How to Solve the “Japanese Puzzle Box” Problem in Copywriting

So I have this affiliate client I work with.

And they perform well (for the most part) when I stick to basic copy and their main USP.

Their product is a relatively “new” concept with a clear benefit, low barrier to entry, and minimal competition.

So I can write “basic” copy for their offer, make their main claim, and they just do really well.

Has a lot to do with market sophistication.

But.

Every once in a while, they run a promotion.

And they send over info to me on how a new user can claim that promotion.

And every time I read it, I just … cry.

Because 9 times out of 10, it is the MOST COMPLICATED PROMO EVER.

Like, there are 17 different qualifiers a user has to have to even be considered to be eligible for the promo.

Then they have to complete a series of 101 weird, ill-defined tasks.

And THEN they have to learn Japanese AND Spanish while receiving a black belt in Taekwondo.

The ask is always to promote this promo in the copy … as simply as possible.

I make it work. Obviously. But it’s TERRIBLE to write.

And unfortunately, a lot of products are like this.

They’re like a 19th-century Japanese puzzle box.

You have to turn a million knobs and buttons in *just* the right way for … the ability to open an empty damn box.

Underwhelming. And it’s the same for copywriting.

Typically, these “promos” rarely make a quantifiable difference when used in the copy.

In fact … they often make it convert way less.

The solution for complicated products like this?

In my experience, I’ve had success using a 3-step approach:

1. I keep the focus on the main USP
2. I make *light* mention of the promo or a specific “step” in the process ONLY if that’s where the user converts and I get paid
3. Aaand I straight up ignore “puzzle box requests” whenever I can

I’ll even tell the client that it, in all likelihood, will not work (and I usually have the data to back that up).

It’s SO much better than spinning my wheels and stressing myself out.

Remember … YOU are the copywriter and YOU are the one hired to understand what has the highest chance of success to sell the product you’re tasked with promoting.

Go simple. Research the market. Communicated clearly. Test. Support with data. Push back when necessary.

Puzzle box requests be damned.

David Patrick

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