What's Your Big Idea

How the Goddess Isis, Pokie-Machines, and a Guy Who Specialises in Natural Fertility Solutions, Hold The Key to YOU Unlocking “The BIG IDEA” Vault … so You Get More Winners, More Often.

by Pete Godfrey · 9 comments

How the Goddess Isis, Pokie-Machines, and a Guy Who Specialises in Natural Fertility Solutions, Hold The Key to YOU Unlocking “The BIG IDEA” Vault … so You Get More Winners, More Often.

Searching for the story. We copywriters churn through a lot of fodder to get our minds to spit out ideas like a pokie-machine spits out coins when you hit the jackpot.

Ideas are our currency. Our coins of the realm. And just like a pokie-addict feeds the machine, we copywriters feed our minds… knowing the more we feed the more jackpots we hit.

For me, I’m always looking for a match.

How one piece of information could be used. Might be to help a client or member, might be a good starting point for a sales letter, a newsletter article, or it might be a good idea for one of my own businesses and so on. One article can spark many ideas with many different applications.

For example: Did you know the ancient Goddess Isis was worshiped as the ideal mother and wife as well as the matron of nature and magic? Well, apparently she was, so there.

But get this: She was also known as the Goddess of Fertility.  Now you may be wondering what this has to do with copywriting and getting the big idea. And I’m with you on this; it does seem obscure. But when I tell you I’ve been approached by a very successful prospective client who specialises in Natural Fertility Solutions, you can see how my mind works. Because as soon as I saw the article on Isis the Goddess of Fertility I immediately thought of that prospect. My mind instantly saw the match so I printed out the article and tucked it away in the prospect’s folder.

Look, I may never use this.

I might not take this client on.

But if I do, I’ll craft a story on Isis. A story that captures the imagination… a story that connects with the reader… a story that ties in my client’s services in an emotionally-charged way that instantly connects and moves the reader. (The story is half-written already from a ten-minute stream of consciousness burst at the keyboard. Sometimes it’s quicker just to get it down while the thought is fresh in your mind. It’s frustrating to family members and friends when the thought strikes me half-way through dinner. But as I explained to my kids when they were younger: “Dad’s got to get this down on paper… because… this is money.” This always fascinated my daughter Chloe, how thoughts can mean money…)

So, as Kennedy says, you’ve gotta be constantly searching for a match.

I have several each day. If you don’t come across “matches” in your daily life, chances are you’re not getting enough fodder. And you may be getting myopic in your thinking; your mind focused only on the here and now as it applies to your own business.

If that’s the case, you’re half-way there as awareness is the first step to solving any problem.

My advice? Feed your mind the fodder it needs to create ideas. Look outside your own industry. Challenge yourself to read on two levels.

POST SCRIPT: I’m happy I stumbled across that article on Isis the Fertility Goddess. I now have a good chunk of story prewritten for a future client… and… it was a great starting point for this article. No doubt, it will have other applications… and … I’m already thinking of the stage, and how I can share this story to a live audience.

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About The Author

Copywriter, Sales Strategist - Pete GodfreyPete Godfrey, The Wizard of Words, from rebel without a clue to one of the most in demand and highest paid Copywriters and Sales Strategists in Australasia… all with the power of his emotionally charged words that sell… Discover the “Secret Weapon” to increasing your Sales and Profits by downloading the valuable report "The Ultimate Copywriting and Marketing Secret" While you're at it, follow Pete on Facebook

{ 9 comments… read them below or add one }

Kyle Tully October 8, 2010 at 10:43 am

Hey Pete

Nice post, identifying and collecting stories should be part of every copywriters ongoing homework.

I do it on an unconscious level now.

EVERYTHING is material. Books, magazines, movies, real life… they are all honeypots of great stories you can use in your copy.

And with a little bit of thought you can spin almost any story to make the point you want to make.

Cheers
Kyle

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Pete Godfrey October 18, 2010 at 8:12 am

Good point Kyle… and I always start with my objective first, then wrap the story around it…

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Rich Muir October 8, 2010 at 3:42 pm

Hey Pete,

Another gem there! Love the analogy of the poker machine as well.

By the way loved the newsletter from last month.

Rich

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Pete Godfrey October 18, 2010 at 8:12 am

Thanks Rich, great chating the other day too mate…

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Gary the Adelaide online marketing guy October 8, 2010 at 6:16 pm

Yes Pete, how important it is to get things down on paper or recorded somewhere. I often go back through a little notebook I take with me and jot down ideas. I surprise myself sometimes by what I’ve written and don’t even remember jotting it down. When the ideas flow ,go wth it.( Coffee ,beer or wine is also good to help the creative process!) Thanks.

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Pete Godfrey October 18, 2010 at 8:13 am

Yeah Gary I’ve always got a notebook on me…that way, I can get the thought down and then back to do what I’m doing…

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Nathan Burke | TheInnerGameGuy October 12, 2010 at 8:09 pm

Pete

I used to find my mind rambling at 100 mph while I was at Uni and hadn’t discovered this simple trick until I started researching for my own business — as SOON as you have that stream of thought, grab a pen, scrunch some paper, and scribble until your mind’s blank.

Does WONDERS for new ideas…and helps to clear your mind too!

Looking forward to reading more stories which will also inspire me to post more

Nathan Burke | TheInnerGameGuy

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Pete Godfrey October 18, 2010 at 8:23 am

Hey Nathan, yeah best to get your ideas down because it takes energy to store them in your head…and besides, you might forget them. What’s that old saying? “Ideas are like slipery fish and you’ve gotta stab them with a pen.” Something like that anyway.

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Copywriter Kevin Francis October 23, 2010 at 10:37 am

Pete,

Thanks for another great post. This is another aspect of something that you frequently emphasize…

…the importance of RESEARCH. As other people have commented, it’s a good idea to build up a library / databank of stories and other interesting facts that you can weave into copy. Of course, this is where specialising in a market comes in handy when you can drill deep. After all, unless you’re like Pete or the late, great Gary Halbert, most of us can’t be experts in everything!

Kevin Francis

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