Why you need more bad ideas

The simple secret to coming up with lots of good ideas is to come up with lots of bad ones.

That’s because coming up with bad ideas gets your brain going.

And they create a kind of raw clay from which to shape great ideas.

So if you need to come up with a great idea, try starting by coming up with lots of bad ones.

You can do that, right? And it’s fun!

Write down ideas that are just plain stupid.

Crazy ideas you know won’t work.

Things you WISH you could say about the product but aren’t true or you know you can’t.

Because here’s the thing (three things, actually)…

One is that after a few bad ideas your brain is very likely to slip up and randomly come up with a really good one.

The other is that parts of all those “bad” ideas can be mixed and matched and combined to form good ideas.

And finally, bad ideas very often “trigger” related good ones. (“Well, we can’t say THAT, but we CAN say THIS!”)

I’ve always imaged that this is how Jim Rutz came up with his immortal headline: “Read This or Die” for a health product.

“How do I get people to read this copy?” he asked himself.

And at one point he may have chuckled to himself and said, “I wish I could just say, “Read This or Die.”

But then maybe he realized he actually COULD say that if – and this is key – what he said right after that justified it and backed it up with facts.

Here’s how he did it…

READ THIS OR DIE
Today you have a 95% chance of eventually dying from a disease or condition for which there is already a known cure somewhere on the planet. The editor of Alternatives would like to free you from that destiny.

For more on how to come up with great ideas quickly and easily, check out this free sample lesson from my new course, A-LIST COPYWRITING SECRETS.

2021-02-15T14:06:12+00:00Categories: Copywriting|Tags: |0 Comments

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