This week saw the launch of my new Facebook group in the Science of Copywriting family. It’s called Copywriting Questions. If you’ve got any burning questions about the industry, post them in the group (link below).
The first question we had on there was “What is the BIG IDEA in terms of copywriting?”. If you’ve not come across this before, just know that if your copy isn’t wrapped around a big idea, it is unlikely to get any AHA moments (and AHA moments are good for sales).
Here’s the answer:
“Replace BIG with NEW and you’ll get it. If you want to get noticed, you’ll need something different – ie. new. The better it is, the more it will stand out. The BIG IDEA is the idea behind whatever you’re writing (in the case of copywriting).
For example. The idea itself of a BIG IDEA is in fact a BIG IDEA. If someone tells you they’ve got something you need that will change everything, then that thing is the big idea.
The next stage is deciding how you’re going to tell people about it.
With the big idea example above (ie. selling the concept of a big idea AS a big idea), this was done by a well known internet marketer (in IM circles) some years ago at a very expensive seminar.
I cannot remember the sales letter now, but by the time you’d finished reading it, you were under no illusion that what was going to revealed at the seminar was indeed something BIG and very NEW. And so it sold out. Nice.
But nothing’s new under the sun in reality, The big idea has been around forever, even before ‘Eureka!’ became a thing (now that idea is the start of another big idea… and so it goes on).
If you write a piece of copy, and it has nothing remarkable in it, then it’s lacking a big idea. Or, as said in Toy Story “if you haven’t got one, get one”.
If you’ve got a copywriting question, here’s where you need to go:
And here are the week’s links in case you missed any. If you’re just starting out, read the last two pieces – Your First Client and Your Future:
With my love,
Science of Copywriting
PS. By the time you read this, I’ll have uploaded all the previous newsletters here:
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 showcases copywriting and copywriters to the world.
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