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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Pete 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