I had a very short stint at an ad agency before. During that period, I chanced upon an interesting conversation with a senior creative director at that agency.
…Where the question came up, “What really makes up a good #copywriter?” The answer I got―and mind, it applies to almost every form of writing―is:
A UNIQUE, COMPELLING IDEA.
Such an idea has two characteristics:
It typically goes against the grain. It propagates something that is not being written about in the community yet. It adds value to the currently continuing conversation on the topic.
It instantly establishes a powerful logical and emotional rapport with the reader. It makes the reader think, “Why didn’t I think of that? Why didn’t anyone talk about that?” It makes the reader stop for a second to absorb what is being said.
The idea can be to make the content super practical and actionable.
The idea can be to say something controversial, something contrary to popular opinion.
The idea can be to prove with concrete data what is already being said in the community.
If you ask me, attention is like flowing water, like a river.
Only the RIGHT #CONTENT can redirect it to a different direction and bring it to a standstill for a few minutes―and that’s the missing piece of your #contentmarketing strategy.