What Can 'The Traitors' Teach Us About Copywriting?

  • Dan Barraclough
Persuasiveness. Communication. Understanding your audience. These traits will help you go far in copywriting.

And in The Traitors, funnily enough.

Now, the show taught us deceit, misjustice, persecution. But this is LinkedIn, not Twitter. I’ll focus on the positive stuff, like 6 ways it can inspire marketers.

Before you read on, tell us, are you a traitor or a copywriter?

1. How to sell

Traitors and faithfuls must sell themselves at the Round Table, crafting narratives about why they’re innocent.
Copywriters create brand stories, selling the benefits of a particular service or product.

In truth, contestants sell out other people. Don’t sell other products in your copywriting – that’s the exact opposite of what you want to do.

2. The power of persuasion

Whether defending your innocence or selling dog shampoo, you must weave a tale that's impossible to resist.

Why should people listen? Why should they take action?

Players charm with alibis and lies – copywriters charm with hooky taglines, persuasive language and compelling narratives.

3. How to solve problems

In the show, people piece together clues and decipher behaviour in order to banish traitors.
In copywriting, you must identify and solve the pain points of your customers:
Tired of banishing the wrong players? Don’t let the traitors take your money. Make better decisions with my Traitor-Be-Gone handbook.
With this problem-agitate-solution formula, you’ll write better, more persuasive copy that solves problems rather than sells features.

4. How to communicate clearly

To survive the Round Table, you must convey your stance effectively and avoid ambiguity. Be confident. Be precise.

You guessed it: the best copywriters communicate a brand’s value proposition with transparency and precision.

In both scenarios, it’s all about fostering a connection built on trust and understanding.

5. How to collaborate with stakeholders

Faithfuls must collaborate to uncover and banish traitors, exchanging information and perspectives. Easier said than done, though, ey? Again, no spoilers.

In copywriting, you must clearly communicate with stakeholders and designers to align visions and goals.

In both mediums, success often relies on active listening, sharing ideas and adapting approaches based on the unfolding narrative or project needs.

6. How to understand your audience

To find and banish traitors, faithfuls must read between the lines.

What makes this person tick? Who do they talk to the most? Why are they making so many cups of tea?

It's about connecting the dots and seeing the bigger picture.

Copywriters crack the code of consumer behaviour to create campaigns that really hit home. Except the aim’s to sell stuff, not banish some bloke from a castle.

Read the article and more on my website.

P.S. shoutout to Claudia's cuffs. What a host.