There are many things that The Matrix is known for, besides completely blowing people's minds. But I'll bet you there's no one out there that could've possibly imagined that this movie also has some excellent models and frameworks when it comes to writing excellent copy.
Whether you work as a copywriter or marketer, the truth is that copywriting is just everywhere. It's the ability to be able to persuade someone to believe in what it is you're saying.
Whether you're trying to convince a friend to try a new diet, read a book, or watch a particular movie you love, all these things involve the use of words and persuasive language.
That's what copywriting is all about.
Now, I bet you're wondering, "Alright! Sure! But where, exactly, in The Matrix do you find this so-called masterclass in copywriting?"
There are two scenes that all contain some of the best and most essential copywriting principles.
The first one being...
Two Hackers Walk Into a Bar
Technically, it's a club, but whatever. In this scene, Trinity introduces herself, and Neo is skeptical at first until he comes to the conclusion that she was the one that hacked his computer at the beginning of the movie.
Now, the first thing Trinity does is she send Neo a warning, a warning that "they" are watching him and that he's in danger.
Naturally, Neo is feeling confused and skeptical about the whole thing.
But then Trinity goes into one of the best copywriting hooks in the movie, saying...
"I know why you're here, Neo. I know what you've been doing. I know why you hardly sleep… why you live alone and why night after night you sit at your computer... You're looking for him. I know because I was once looking for the same thing. And when he found me he told me I wasn't really looking for him. I was looking for an answer. It's the question that drives us, Neo. It's the question that brought you here. You know the question, just as I did."
At this point, Neo is speechless and probably wondering, "How does she know all this?" He fills in the question that Trinity is implying, "What is the Matrix?"
And Trinity answers him, "The answer is out there, Neo. It's looking for you. And it will find you if you want it to."
Why Is This An Exceptional Hook?
When you study copywriting and marketing, you'll find many people talk about the hook, the first few lines that grab the attention of your audience, and cause them to click or keep watching.
Now, what makes an outstanding hook?
It's all about knowing who your audience is, and what it is they need or want.
In this case, because we are witnesses to Neo's boring, melancholic, and dreary life at the beginning, we know that there's something troubling him. We just don't know what it is.
But Trinity does.
And as a copywriter, that's the biggest thing you need to know as well: "What is the problem or pain point that I can solve for my audience?"
So let's break it down.
The first thing Trinity says is:
"I know why you're here, Neo. I know what you've been doing. I know why you hardly sleep… why you live alone and why night after night you sit at your computer... You're looking for him."
This is where she, as one of Morpheus's top marketers for the dismantling of the Matrix, identifies her target's primary pain point: the search for truth and the meaninglessness of life in the Matrix.
The reason she does this is not just to grab her target's attention, but to create a bond or connection between them.
It's all about being relatable.
And Trinity pushes this relatability even further by saying:
"I know because I was once looking for the same thing. And when he found me, he told me I wasn't really looking for him. I was looking for an answer. It's the question that drives us, Neo. It's the question that brought you here. You know the question, just as I did."
Think about it these words a moment. How many videos and ads have you seen where the speaker almost always says, "I've been where you are before, overweight, out of shape, mindlessly scrolling through social media, etc."
In essence, it's more believable when the person who's marketing a product to you has been in your situation before, because they know what it is you're going through, and they know all the struggles and challenges that come with your situation.
This is why Trinity says what she says.
Finally, before Trinity simply walks away from Neo at the club (what a tease), she says makes one final statement to his question of What is the Matrix:
"The answer is out there, Neo. It's looking for you. And it will find you if you want it to."
What a hook!
She not only grabs Neo, hook, line, and sinker, but she grabs the audience as well. Because at this point everyone who has never watched this movie is wondering, "What is the Matrix?" And so we're all made to continue watching if we want to find out.
Neo Meets Morpheus
Now, if you think Trinity's way of hooking Neo in was spectacular, you haven't seen anything yet. After all, Trinity is merely a student.
Morpheus is the master.
When Neo goes to meet Morpheus for the first time, and they're done with all the formalities, they sit down and have a chat, Morpheus starts by saying:
"I imagine that right now you're feeling a bit like Alice, tumbling down the rabbit hole."
Here you see the pattern emerge once more. Rather than bombard Neo with the answers he's seeking, Morpheus first tries to establish a connection with his audience. He tries to form a connection by putting himself in the audience's shoes and trying to understand what it is they're feeling.
Once the connection is established, he goes on to complete the rest of his sales pitch.
MORPHEUS: Let me tell you why you're here. You're here because you know something. What you know you can't explain, but you feel it. You felt it your entire life, that there's something wrong with the world. You don't know what it is, but it's there, like a splinter in your mind… driving you mad. It is this feeling that has brought you to me... Do you know what I'm talking about?
NEO: The Matrix?
MORPHEUS: Do you want to know what it is?
At this point, Morpheus then goes into a long speech about what the Matrix is. He doesn't fully explain what it is, but gives Neo enough answers to keep him wanting more.
In marketing and copywriting, this is where you offer your audience the solution, something like, "For me, the reason I was able to lose so much weight was because of this, this, and this."
You're giving them the answer, but not the full answer. You feeding in a little bit of information to whet their appetites, but not giving them the entire full-course meal.
This is why, after Morpheus's little speech he says:
"Unfortunately no one can be told what the Matrix is. You have to see it for yourself."
And this is where he famously pulls out the two pills and holds them out in his hands.
"This is your last chance. After this, there is no turning back. You take the blue pill, the story ends. You wake up in your bed and believe whatever you want to believe. You take the red pill. You stay in wonderland, and I show you how deep the rabbit hole goes. Remember, all I'm offering is the truth, nothing more."
Now, this is a brilliant piece of marketing on Morpheus's part because he uses that line, "This is your last chance."
What that does is it introduces a bit of urgency and scarcity into the picture, similar to how many marketers will sell you something with headlines like, "On sale, today only!"
Morpheus wants Neo to take action, to fully commit and buy into the product that he's selling (which is the truth of the world) before he gives him the deets.
And this is why Neo ends up falling for it, hook, nail, and sinker.
Think back to Cypher, and what he said to Neo a little later on, "Why didn't I take the blue pill?"
Cypher is a prime example of someone who has buyer's regret (which happens).
The fact is, Cypher probably wasn't really Morpheus's ideal customer. If he was, he would be like the rest of the people that Morpheus saved and freed from the Matrix.
This is why it's important to really get to know your ideal customer, and to not over-promise a solution that you're not really offering.
Recap: Copywriting Lessons from The Matrix
To recap, The Matrix isn't just a mind-bending sci-fi classic—it’s also a surprising masterclass in copywriting. Once you close-read and examine these key scenes between Neo, Trinity, and Morpheus, you'll be able to uncover essential copywriting principles that every marketer and writer should master:
Know Your Audience: Trinity's iconic hook works because she speaks directly to Neo's pain points—his search for meaning and truth. Just like in copywriting, understanding your audience's desires and frustrations builds instant connection and trust.
Create Relatability: Trinity and Morpheus both establish credibility by sharing relatable experiences. This mirrors the effective use of empathy in marketing: "I've been where you are, and I found the solution."
Build Curiosity: Morpheus's clever use of mystery keeps Neo (and the audience) intrigued. Effective copy feeds just enough information to spark curiosity, making the reader crave more.
Offer a Solution with Urgency: The red pill vs. blue pill choice is a genius example of creating urgency while offering a solution. Scarcity and clear calls to action prompt decision-making, a key copywriting tactic.
The next time you find yourself sitting down to write a bit of persuasive copy, try to channel your inner Morpheus or Trinity. Speak to your audience's desires, show that you understand their journey, and offer a compelling reason to take action. Who knows? You might just create copy so powerful it feels like breaking free from the Matrix itself.
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