How to Use This Filmmaking Technique to Write Powerful Marketing Copy
Introducing the Kuleshov Effect
I want you to picture a scenario.
You’re in a noisy, crowded airport, waiting for your delayed flight.
There are numerous different sounds all around you.
Constant announcements.
Chatty co-travelers.
Crying babies.
You reach into your bag and pull out a pair of headphones.
The moment you put them on?
All the noise fades away.
You press play, and your favorite song starts.
It’s just you and the music. Blissful silence amidst the chaos.
That’s the power of noise-canceling headphones, isn’t it?
But more than that?
It’s the power of the Kuleshov Effect used in the copy above.
How can you use it to create magic in your marketing?
We’ll get there. But first…
If this is the first time you’re reading an article by me…
Hi, I’m Rahul Choudhary and I’m the founder of Beef Up Media, the go-to email marketing agency for Creators & SaaS businesses.
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🧐 What is The Kuleshov Effect?
Fun fact: It’s not a copywriting technique or framework.
It’s a filmmaking technique.
Or more like a film editing technique coined by Soviet filmmaker Lev Kuleshov.
How does it work?
Tell me this:
Have you ever watched a silent movie?
(Charlie Chaplin, anyone?)
Each scene tells a story, with emotions conveyed not through dialogue but by the juxtaposition of different shots.
Juxtaposition ⇒ Placing two things/images/scenes close together with contrasting effect
But how is this information helpful for your marketing?
Don’t just list features, juxtapose them with aspirational outcomes.
Meaning?
Use two contrasting sentences together that tap into the aspirations of the customers.
Let’s go back to the noise-canceling headphones:
The first one is merely a feature.
The second one is the same feature… but with an emotional tug.
That’s what makes it so powerful.
So… here are 3 ways you can create similar powerful messages using the Kuleshov effect in your copy:
😳 Weave a Story Around Your Product
Imagine you’re selling an anti-aging cream.
Don’t just mention ‘reduces wrinkles’.
Instead, paint a picture of ‘rediscovering the radiant, youthful you with every glance in the mirror’.
Here, you’re selling the feeling of rejuvenation.
Not just a product.
🤩 Juxtapose Features with Aspirational Outcomes
Selling a high-tech treadmill?
Instead of ‘advanced speed settings’…
Why not ‘customize your journey to fitness, one step at a time’?
You’re aligning the product with a personal goal.
This creates emotional resonance.
🥹 Create Emotional Associations
Let’s say you’re marketing a luxurious bathrobe.
Rather than ‘made from plush, high-quality material’…
Express it as ‘wrap yourself in a cosy embrace, transforming everyday mornings into a spa-like retreat’.
You’re enticing customers with an emotional experience.
A lifestyle upgrade.
🧠 Keep in Mind
The Kuleshov Effect isn’t about tricking your audience.
It’s about understanding their desires and dreams and reflecting those feelings in your copy.
And when your product becomes the bridge to their aspirations?
They’ll feel compelled to make a purchase.
So use it wisely!
(I’ll be watching you)
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