One way to get attention is to come up with witty or philosophical quotes. For example, the 13th century Persian poet Rumi said many things, one of which was “You are not a drop in the ocean but an ocean in a drop”.
Pen things like that, and you become an overnight guru (provided you get it out to a wide audience of course).
Here’s one I just invented. T S Eliot said “Every moment is a fresh beginning”, so we invert and adjust so it sounds unique: “Every beginning is a new moment” (OK, so it’s not that great lol).
The real trick is in finding negative sayings and reversing them (which is what Rumi did).
My favourite negative saying (and by that I mean I can’t stand it) is “it is what it is”. A quick fix and all is well again: “it isn’t what it is” or better “nothing is ever what it seems” or “never accept second best”.
It’s also a way of getting new ideas or angles on things (more about that in part 2).
Here’s another: “a bird in the hand is worth two in the bush” becomes “A bird in a bush is worth none in the hand” (this is also an example of a koan – great fun but utterly confusing).
Once you get into the habit of changing around common phrases, you’ll become a master of it, and attention follows just as day follows night (or is it night follows day?).
PS. I use triggers like this subconsciously now, it’s all about doing things a certain way and creating new habits around that. It also induces a rush of those good hormones (search DOSE on this site to find out more about that).
The next part in this series is here: https://scienceofcopywriting.com/copywriting/how-to-get-new-ideas-part-2-copywriting-guides/
I've spent my working life starting and running a whole variety of businesses, from my first QPL Express Couriers where I travelled over 100,000 miles every year delivering packages on a motorcycle (along with a whole bunch of colleagues) to Accountz.com which made a major in-road in the UK, to ProofMEDIA my current business that focuses on Copywriting and the International Copywriters Association, which helps copywriters learn more about copywriting and the copywriting industry around the world.
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