Hi DR copywriters,

What’s up?

It’s a crazy start of the week for me. But I’m loving the challenge.

Anyway…

Last week, we talked about headlines! Yey!

Yet, I realized… I skipped one important topic on my list, which is about…

Big Ideas.

So before we dive deeper into writing irresistible copy…

Let’s learn more about “Big ideas”

So… what are big ideas?

Well, big idea is what makes your readers interested in reading further.

It’s the “ ONE” idea behind your headline or lead or your copy that makes your readers want to stop and read more.

In storytelling…  the big idea is simply the one theme.

In article writing… the big idea is simply the one topic.

And as you can see: I emphasized “ONE”

Because too many ideas will make your readers confused. Instead of enlightened.

And even if you have a nicely written benefit-driven headline…

Readers won’t even take the time to read if you have lousy or weak big ideas.

Especially these days that prospects have seen and read it all.

They’re now smarter, more sophisticated and skeptical.

So your big idea should tell your reader’s something they aren’t likely to find out anywhere else.

Just take a look at this headline:

Charle’s The Great Secret To Having A Peaceful Sleep Despite The Threat Of Rebellion.

Studies show it addresses sleep disturbances, promotes a sense of calm, and maintains a normal uninterrupted sleep.

Reading this headline, you know that this copy talks about ways to get sound sleep. Right?

But what makes it more interesting is the idea that Charles the Great is also using it.

It’s unique.

And if you’re someone with insomnia or sleep disturbances, this headline will catch your attention and make you want to read more. 

The question now is…

How to come up with big ideas?

Well, I don’t have a definite answer. But there are 3 ways I do to come up with big ideas

Research.

This one is very important. I read a lot of research papers, stories, magazines, and existing testimonials.

This is the reason how I was able to come up with the winning headline I mentioned above. (Charles the Great and Sleep.)

While doing my research for a sleep supplement, I stumbled upon this story about Charles the Great using one of the supplement ingredients.

He and his men used that ingredient to keep energy during the war. He even asked to plant that herb around his territory.

Reading that story, I knew I’ve got my big idea.

Interviews

I also interview product owners and formulators.

I speak with existing customers (both who like and dislike the product) to get their honest feedback.

I ask my clients if I can patch in to their customer support.

I even interview their customer representatives.

I also attend webinars (It’s fun)

You can also do the same.

Incubate

You’re lucky if you’ve got your big idea immediately after the research and interviews.

If you find it difficult to sum up all the information you’ve got from your research, don’t stress too much.

Take a rest.

Sleep or take a shower or have a walk.

Go shopping.

Eat your favorite food 😉

It’s up to you.

Just relax and take it easy. 😉

You’ll be surprised that the idea will come when you least expect it.

NOTE: If you can’t state your idea in a sentence or two, you probably don’t have a Big Idea.