“Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while. That’s because they were able to connect experiences they’ve had and synthesize new things.” — Steve Jobs
As a copywriter, you depend on your creativity to come up with intriguing ideas that are compelling, that drive people to take a specific action.
Unfortunately, sometimes you can get stuck searching for that spark of an idea.
The good news is, there are steps you can take to rekindle your creative thinking and get your creative juices flowing. Whenever you feel like you’re stuck on a hamster wheel, try one of these methods to help you see things in a new way.
Understand the problem you’re trying to solve — This is “Copywriting 101,” but you’d be surprised how easy it is to overlook the real problem your prospect is experiencing.
For example, anyone who gets an investment newsletter delivered to their inbox wants the financial returns it promises. That goes without saying. But the copywriter who gets the lion’s share of sales is the one who shows how those returns can help put a child through college or pay off a 30-year mortgage in 15 years.
Similarly, no one really cares about purchasing a cordless drill with all the attachments, but they do care about the hole they need to drill through a block wall to install water and gas lines for a new washer and dryer.
Remember, your first step in solving a problem is to know what the problem is.
Assemble the necessary facts to present your sales argument — At the risk of dating myself, anyone old enough to remember the old crime drama, Dragnet, will remember Detective Joe Friday’s catchphrase, “All we want are the facts, ma’am.” The same holds true in putting together a sales promotion where you, too, must have the facts before you can solve a problem or make an informed decision.
Organize a file of the background material you collect on a project during the research phase. Review the file before you begin to formulate the Big Idea for your sales argument. Either type out or rewrite your research notes and materials to increase your familiarity. You’ll also give yourself a fresh perspective on the problem your product or service solves.
Try to condense your material into a few neatly organized pages that will show you all the facts at a glance.
This article is reserved content for Wealthy Web Writer Platinum members. To continue reading this article please log in or become a member today.