Chapter 5. Idea
What’s the idea?
You went through the last chapter and settled on an approach. As things stand, you could put out a serviceable ad. However, if you’re determined to get this ad noticed, you’ll have to make the prospect fall over. And that’s the definition of an idea: It’s something that knocks the prospect on his backside.
The idea is central to your ad, so there is plenty of preaching about it in other parts of this book. You can see idea-ish stuff in subsections like “Jolt” (on page 101) and “Make wild analogies” (on page 107). Therefore, the following subsections will contain little on why ideas work, and lots on how to create them.
The two point shot
If you’re lucky, you can get across two messages in one idea. This is often done by using a word or phrase that has two meanings.
For example, you’re writing for a professional event coming up. The word meeting can be informally defined as...
1. Coming together (the verb)
2. A setting where people come together (the noun)
Your headline says, “Improve your meeting skills.” You make two different points in one concept.
Also, guess what: The two-pointer a self-made hook. The double meaning is all the cleverness you need to make a compelling ad. If you were creating ads for a coffee shop, “Improve your meeting skills” would not have a hook, because there's no coffee-ness in the line.
Mission: In your business, look for words with double meanings. You’ll create attractive industry-specific ads.
How to create ideas
We’re about to take a journey into idea making, and that starts on page 131 with “The process.” We need to pick up some provisions first.
Getting cold feet early: Thousands of people construct ideas thousands of different ways. The following can help you structure your thinking, but it’s definitely not “the only way.”
Provisions
Capabilities
If you stress over whether you can create ideas, stop! The answer is yes.
You can.
The reason: There are many types of ideas out there. Choose the ones that are comfortable for you and right for the product. Then, you’re on your way to being the master of your specializations.
For example, let’s say...
You’re? more realistic than imaginative
You? write clear text
You can certainly conjure up a clear, powerful headline that attracts the prospect. Then, you’re only a year from being established as an awesome creator of straightforward ads. You say: “I write ’em straight, and I’m proud of it. Deep down, straight is what everyone wants.”
Last point: Don’t let anyone tell you that you’re incapable of creating ideas. Get into places where your ideas match their needs.
List of capabilities
Here is a highly subjective list of qualities that can assist you in ad creation. It helps you to have the following:
What isn’t needed?
Here is a list of things that can help you come up with ideas:
What isn’t needed?
The process
Let’s go from you sitting there to you sitting there with great ideas. We’re
going to delve into five sections:
1. “Start,” coming right up
2. “Explore,” on page 76
3. “Chain,” on page 78
4. “Angle,” on page 78
5. “Visualize,” on page 79