One thing you might have realized by now is that you really do not create big ideas.
Really, you are just connecting things. I think this takes the pressure off.
You do not have to be a genius in a dark room. You are really just taking things that are out there in the world and putting them together.
It is amazing if you study other copywriters like Gary Halbert or Eugene Schwartz. They say basically the same thing.
Eugene Schwartz says:
“You do not get an idea or a headline. You dig it in the market research and ring it on the product.”
You read. You listen. You experiment.
Big Ideas Are Not Created, They Are Found
The creativity is not in you. It is in your market and in your product. All you are doing is joining the two together. Meaning the market and the product.
That is all we are doing.
We are trying to find some ideas in the marketplace and connect them to our product.
So I think the key point is that ideas are just looking for new or unusual combinations or connections.
In the next section, we’ll cover some techniques to help you connect things and find your Big Marketing Idea.
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