Each author who has ever lived has lusted after concepts.
The place are they, how do I get them, and the way do I preserve them coming?
When you’ve been writing lengthy sufficient, you already know that — like Solomon — there may be nothing new below the solar.
Strive as you would possibly to sweat them out of your head or pull them gently from the celebs above, there are not any new concepts.
So, calm down.
However the web page shouldn’t be going to put in writing itself, is it? The place then will we flip for concepts that work, concepts that transfer, concepts that persuade?
Briefly, we “steal” them.
The second you free your self from The Cult of Originality, you understand that unique concepts don’t come from inside.
They’re given to us, from with out.
A author mustn’t look inside, however exterior, at exterior sources, tales, occasions, and feelings.
When you’re offended that I’d counsel you “steal” concepts, please recover from it. You’re already a thief — you simply don’t understand it.
Listed here are two of essentially the most vital concept repositories on Earth …
1. The trendy media is a torrent of concepts
On this data age, you’ve completely no purpose to “draw a clean.”
What used to take days and weeks to analysis and study, can take us mere moments.
The truth is, the one drawback we’ve got now’s discovering trusted curators. We have to develop self-discipline and discernment in looking for out right data from dependable sources.
There isn’t a drought of concepts.
Brian Clark as soon as wrote:
“You might have extra computing energy in your pocket than it took to ship males to the moon. What are you doing with it?”
Are you losing it or harnessing it? You don’t must go to the moon; the crossroads will just do effective.
Analysis. Learn. Compile.
Product manuals, literature, interviews, speak radio, podcasts, magazines, newspapers, tv, Twitter, Google Developments, motion pictures, Wikipedia, and on and on and on …
It’s all there, proper in your pocket, ready to be compiled and analyzed. And it’s really greater than you’ll ever want.
So use it. Don’t let it use you.
2. Individuals will provide you with precisely what you’re searching for
Concepts are strolling round in every single place on the market.
Eugene Schwartz as soon as informed a narrative a couple of copywriting job he was engaged on.
He met with the shopper and requested him to start out speaking concerning the product. They ended up sitting collectively for 4 hours — the shopper speaking, and Schwartz merely listening and taking notes.
Later that evening, whereas he was ready for his spouse to prepare for an evening out in Manhattan, Schwartz sat down and wrote the advert.
The complete advert.
He mentioned about 70 % of the completed copy was his shopper’s personal phrases.
The headline itself was a phrase the shopper had hit on, phrase for phrase.
He waited two weeks, mailed the advert to the shopper, and so they each made some huge cash.
You would possibly suppose this was some sort of soiled trick on Schwartz’s half, however you’d be incorrect.
Schwartz knew tips on how to write a strong direct response advert. The shopper didn’t.
Schwartz was sensible sufficient to know that the shopper knew (on this case) his personal product higher than he ever may, and easily translated that information and fervour onto paper.
The concepts had been sitting within the shopper’s head and Schwartz knew precisely what to do with them.
It goes additional …
For higher or worse, a author is working on a regular basis.
Telephone calls with pals, the plumber, your partner, your youngster, your boss, your shopper, your neighbor — they’re all continuously supplying you with concepts.
They’re all continuously telling you what they — and the complete world — really need.
It’s all grist for the mill.
All you want to do is … pay attention.
Steal this put up
Eugene Schwartz summed this up for me completely:
“You don’t must have nice concepts if you happen to can hear nice concepts.”
I stole this put up from him, and he stole it from many others.
Hear extra. Speak much less.
Learn much less. Learn higher.
The Artwork of Discovering Concepts is then … the act of going out and discovering concepts.
That’ll come from utilizing your individual voice, and your voice develops from writing extra. And extra. And extra.