Ideas sell. And new ideas are hard to come by. Especially big ideas. Yet, there are ways to pursue an idea worthy of testing:
- Interview customers—or better—interview prospective customers and ask what it will take to earn their business. Phone calls are good; focus groups can be better. Ask them why they buy. Then, ask them a follow-up “why?” to peel back the layers.
- If you’re a marketer, you surely have data—all kinds of data ranging from demographics to behavioral information. Examine your data through a new lens to inspire yourself and imagine the possibilities for a new big idea.
- Look at the characteristics of your best customers. You know, the Pareto Principle; often simply called the “80/20 rule.”
- What are your competitors doing? But don’t knock them off. Steal smart, add your own twist, and rise above them.
If you’re a marketer or copywriter, you produce and read a lot of copy. It must be evaluated.
And unfortunately, instead of writing new copy with a new big idea, the copy has been shuffled around. Same words. Different order.
That approach is not going to breakthrough and produce a new winner.
Copywriters and marketers who have their game on are those who spin an existing message into a new, much bigger, idea. It can include a metaphor, new perspective, or a story that’s more engaging that rattling off facts and figures.