The game changing solution that stands head and shoulders above all of the rest can be found right Behind my nose!
By: Rich Boyd
How many times a week do we really develop our ideas, imagination, and solutions? The creative process is one of the most important skills and all too often, we don’t take advantage of this tool we have just behind our nose.
Yes, it’s the brain, the most important part of the body in my opinion. It is fine to do what has worked before however, I am seeing this trend to the point the everyone is becoming a copy-cat in their advertising approach. The real innovative advertising can only be seen on special events like the Super Bowl, Grammy’s, and the Oscars.
Why is that you may ask?
I could go into a long explanation about market research and demographics but your eye’s would glaze over and I would lose you. Instead, let me tell you about creating an original idea and developing it to its fullest potential.
The Basics in Game Changing Copywriting is
Ideation, Brainstorming, & Development
Creating an original idea is hard work, those that can do it are in high demand, and the professional copywriters that do it consistently are very wealthy people.
Ideation is the act of merging two concepts into one idea! The worldwide phenomenon of the Snuggie is a perfect example of the merging of two concepts. This was quite simple idea as well a blanket and a robe made of the fleece material, how can anyone not love it.
Brainstorming is the collaborative process used to create the results if the ideation. The how to process of colleges determining the type of buyers, stores, and markets that can handle a new idea. This expansive thought process results in a more focused advertisement and is the start of the development stage.
Development This stage is where it all comes together the idea , concept and marketing platform is brought together with the method of advertising. Meaning whether you plan to advertise on the TV, Radio, or print, and if the product is best suited for direct mail, the mailing list is ready. The ad is ready for market testing and the ad copy go’s threw its final touches.
Imagination is the fountain of creativity from the human mind.
Have you ever thought, “why I didn’t I think of that?”
I do all the time. It drives me nuts when I see a great ad, a simple idea and is why I am always looking inward. Thinking about people and how they think, what’s on their minds, their concerns, and habits. I am fascinated when a group of friends is watching TV talking and visiting and a TV Ad comes on and everyone gets quiet to watches the commercial. I want to know what was it that made these people to turn their focus to the TV. It is in this moment I discover the ideas, concepts, visual stimuli and words that invoke certain emotional response that causes people to pause.
“It’s not what you say it’s how you say it !
To capture the largest possible audience, the message must connect with the most common idea within the specific group dynamic. The challenge here is the desire to be too general which results in weaker ad copy. To combat this, the message must continue to hone in on the common idea with words that push the reader / listener toward a specific emotion.
Words
The words we use are powerful!
I am always thinking of words, and the meanings behind each. I think of what thoughts and emotions, specific words invoke and how the audience will respond and in turn, the direction of the ad copy.
Your Brain is the perfect SEO
On the internet page, rank is so important. It is hard to achieve a first page ranking without controlling you message to the specific idea. The content must relay the message while at the same time keep the reader engaged and reading. The most effective Ad copy will always use elements of the SEO science weather it is for the internet or direct mail.
