Food (Ideas)

While the tools of the copywriter are words, our true stock in trade is ideas. In the wild, while water, fire and shelter are often your most urgent and immediate concerns, if you don’t get food, you will eventually grow weak and die.

The same is true for ideas with the copywriter. The power of the idea is the ability to marry what the client wants to say with what the customer actually cares about. The ability to make it possible to quickly grasp complex concepts. The ability to forge an emotional connection between a human being and a piece of paper.

Finding ideas is easy. Finding good ideas can be hard. Finding great ideas can make you want to pull your head out. But the better your idea, the stronger your copy. The stronger your copy, the more effective your work. And the more effective your work, the more lucrative your career will be.

So, if you want to really succeed as a copywriter,  you’ll need to get good at finding great ideas.