7 Steps to Creating New Ideas
Ad writing is only as good as the ability to generate ideas. How can you keep your ideas flowing? How can you ensure that your big idea is the right idea for your project? Some people wait for inspiration. We, commercial writers, need to have ideas every day, not just when it comes our way.
We have a formula. It pays to be able to use a formula to generate strong ideas every day.
What is an idea, then? Our favorite definition of an idea is “An Idea is Nothing More or Less Than a New Combination Of Old Elements.” How do you combine old ideas and new ideas? It’s the ability to see relationships. These relationships are among facts. You can cultivate this by being interested in the world and living it.
Here is where the formula comes into play. Here are seven steps to help you get ideas.
Step 1: Gather all information
There are two types of relevant information: specific and general. General information is the everyday information you get from your daily life. Specific information is relevant to the current topic. You need to have all the information that you can find. While the client will most likely provide this information, you might need to do your own research to supplement what they have provided. This is easier than ever, thanks to the Internet. However, you will need to be careful about what you receive, so you don’t get overwhelmed.
Step 2: Go through the information.
Take everything and sort through it. Then flip it upside down until it all makes sense. You will learn more about the relationships between everything if you continue to sift.
Step 3 – Let all the information simmer.
Let it rest for a bit. Take a walk, listen or take a soak to let it gel.
Step 4 – Eureka! Let the ideas flow.
The ideas will flow from ‘nowhere. You may find the answers in no time. What if they aren’t? Don’t panic-keep going. Keep track of what you’ve done so far, and then move on to step 5.
Step 5 – Shape your ideas and tweak them.
Now is the time to fine-tune and tweak until you have something you can use. Your writing skills will soon come to the surface.
Step 6 – Tell others about your ideas.
Show your ideas to the world and get feedback. You might get better ideas. You might have more ideas and creative input.
Step 7 – Rinse, repeat.
Use the feedback you have received in Step 6 to add it to the information that you have in Step 1. Next, repeat Step 2. Now go back and read through the information again, adding new information as you go. Continue with steps 3, 5, and 6. Continue this process until you have the best ideas possible or your deadline is met.
Here’s how you tried to be more creative:
* Collect the information
* Mix it
* Let it percolate
* Let the ideas flow
* Form and mold the ideas
* Share them with others
* Take the feedback and use it to improve your ideas.
This is the good news. Unfortunately, having ideas is only part of writing. Execution is the hard part. This is where true genius is found. How do you master writing? It takes hard work and perseverance. But that’s another article.