Day 13 of how to write great headlines...

Day 13 of how to write great headlines in less than 30 days

The third reason why you are not making mega bucks in copy writing (and how you can)

In search of the “Big Idea”

Day  13: 

So, you must have a good command over the language to be able to turn a new phrase pretty neatly. So you have empathy. Good. So what’s that missing something? Did I say 99 per cent empathy? I correct myself. You are 75 per cent on your way to superstardom. The other 24 per cent is reliant on what lies between your ears. The six inches deep worth of cerebra that we call our brain. Call it the game-changer that makes you think differently or your imagination; that breaks from the clutter of ideas and breathes fresh air into dead matter.

That, dear reader, is with a combination of some others, what makes you a Demi-God of copy writing.

Why in combination, why not just that? Here’s why:

Let’s presume that you have a brilliant idea like Russian roulette to express what you are going to say about AIDS. The idea on its own is great. The idea also hits you in your eye with empathy but only when you use the right words. In other words, your imagination thought of Russian roulette. On its own it would have made it a great visual treat but would be incomplete without the words:

A hit or a miss? Eventually, the game catches up with you

Tricks make your persuasion fake or at best contrived. But a mastery over the language coupled with sincerity, empathy and that which lies six inches deep between your ears, strikes a chord in the consumer’s psyche. That is when a big idea is born. That is the beginning of a great innings in your career as a copy writer.

What do you think? What moved the consumers to applaud your ads? Agree/disagree? Write of your experiences in the space below.

Until the next,

Adieus!