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If you accept Plato's theories, innovative ideas come about through either the direct or indirect connection of one set of facts with another. ('Mind' and 'body' in unison.) The process is a bit like being detectives looking at all the available clues, examining the facts, drawing conclusions and piecing together a picture of the truth.

You could argue that a great deal of the business of creative copywriting requires pure detective work. Like a detective, you need to identify all the material facts. Then you must consider ways in which you can link these pieces of information in an original and apt way.

From blank page to powerful sales message

Through assimilating all your facts you can move on to styling an innovative copy approach that complements your presentation. Imagine that individual facts form a kind of Identi-kit generalized description of a product or service. Consider each fact to be a 'suspect'. Any suspect - either individually, or working as part of a team - could be the main culprit who wants to make the buyer an offer they simply cannot refuse This 'offer' is known as the Unique Sales Proposition or USP Your job is to narrow down the guilty suspect(s).

The way to do this is to set up an identification parade. You shouldn't enter into the exercise with preconceived prejudices about any of your suspects. For example:

Let's say you are asked to write about nuts and bolts. This doesn't necessarily mean that these particular nuts and bolts have anything new to offer to people who use them. Perhaps they are as unreliable as the ones which you recently used to fix a cupboard at home.

Your initial subjective views about the benefits of a product or service may have little resemblance to the specific facts relating to the product at hand. Besides, your target audience may not share your assumptions. It is they who have the greater appreciation of how a specific product or service can be directly applied. It is you who have to introduce them to the product.
If you are the supplier of a product or service, be prepared to accept that the consumer may base a purchasing decision on reasons other than those first assumed by you. In many cases, those reasons can enhance your sales pitch. As a copywriter you have to balance each party's indisputable facts with their subjective views - including your own. So keep an open mind and an attentive attitude. Somewhere in the middle of what you assume, the product claims and what the target audience actually needs is the creative Holy Grail.

Go find that big idea!


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