Sure, I write copy. A rogue spattering of techniques with little formal education other than the love of the "story" itself. The mix of solid design with nuanced copy... now, that's the creative edge in a competitive industry sharing ideas. Examine this excerpt of today's newsletter, where Jack illustrates the difference between a Good Idea and a Great Idea. Here is Jack's head on nail:
* Great Ideas Simplify: A really great idea simplifies what was once tough to convey, in a head- smacking-obvious kind of way.
* Great Ideas Focus: The tighter the focus of an idea, the more power it has. One thought, expressed in one sentence.
* Great Ideas Inspire Action: If you "think up"
plenty but do nothing, it's mind-power wasted. Great ideas inspire great acts in response.
* Great Ideas Are Actionable: If you can't put the idea into practice, what's the point? Insight without usefulness isn't worth a heck of a lot to most people.
* Great Ideas Create Familiarity: Creativity is all about finding links between what we already know and what we've just discovered. Metaphors with a twist.
A bridge between the already-known and the new.
* Great Ideas Connect People: An "idea ahead of its time" is really an idea that fails to ride the tide of mass desire. And, arguably, ideas that fail to do that aren't so great after all.
* Great Ideas Inspire Hope: We latch on to ideas that will take us places. This is especially true for marketers, where the idea is the solution we're selling.
Thanks Jack!
peace-
seanrox
© seanrox.com.
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