Should copy get better with age?

To celebrate 4/20, my wife and I went to the movies.

But not just one…

We watched three Jim Carrey films from 1994: Ace Ventura: Pet Detective, The Mask, and Dumb and Dumber.

It was a special matinee at our local theater.

And while all three gave me plenty of nostalgic chuckles, there were also some punchlines that didn’t land like they used to.

They flopped.

And it wasn’t just me that felt that way.

It was palpable through the audience.

In fact, during one of the intermissions, the MC (who’s a film teacher) explained how some of the jokes in these movies are considered “problematic” in light of today’s standards of political correctness.

Now, I wasn’t bothered by any of it.

But I bring it up because, just like jokes need to fit with the times, the same is true of good copywriting.

Not all ads are “evergreen.”

And while a timely approach can mean your campaign goes gangbusters right away… it can also mean that your angle loses its relevance with age.

For example, financial copywriting tends to be very time-sensitive.

If the market is going up, then greed-based packages (i.e. “make lots of $$$”) tend to work better. On the other hand, when there’s a crash, fear-based promos (i.e. “The End of America”) are more effective.

Timely copywriting opportunities also appear anytime there’s a new tech breakthrough that’s open to investors. Or when new laws or elections take effect.

Any of those can be the seed of an ad idea.

But here’s my point…

By addressing these current events in your copy, it will feel more fresh and relevant. 

It’s a double-edged sword though. 

Because it also means your promo will likely be outdated within a few short years.

And so, if you write copy in a time-sensitive business, then it’s even more important to be able to pump out quality copy with the regularity of the Duracell Bunny.

(This should help with that.)

Your pen pal,

Matt Rizvi

Sign Up For Early Access

Join my daily email newsletter and receive my latest sales tips BEFORE they're on the site...

P.S. Your email is safe. Read our Privacy Policy.

Matt Rizvi

  • Copywriter
  • Mentor
  • Entrepreneur

Verified Rumors

"Your daily emails have taught me more about how to write words that sell than many of the paid courses I've taken."
Jim Hamilton
Direct-Response Copywriter
"His emails are light, fun to read, and offer just the right amount of copywriting/biz goodness."
Daniel Watson
Email Copywriter
"Your emails are fantastic. One of the few that I subscribe to, read, and look forward to, daily."
Brian Compton
Fitness Writer
"Matt's insights into business and copywriting are invaluable."
Kenneth Turnbull
Direct-Response Copywriter
"I've gained so much insight on writing copy since subscribing to your email list."
Imani Spencer
Digital Content Creator
"I started reading because you were the most 'no bullshit' guy in the copywriting sphere."
Matthew McFarlin
Bluegrass Musician