For example ... your client sells a product that will increase somebody else's
sales. So you send out an email to their list, offering to "increase their
Well, I get tons of emails every day, making the same promise -
- so the email gets ignored by me, and probably by lots of other recipients
who are thinking the same thing.
What you NEED to capture my attention and interest is to make me go,
"Mmm... what's THIS? I just HAVE to find out... <click>"
And that, my fellow copywriting hot shots, requires creativity... which
stems from IMAGINATION.
Imagination allows you to generate fresh, new ANGLES ... to present
information and ideas in a way that allows the reader to feel they've just
had the scales fallen away from their eyes, and to say... "Wow, I never
thought of it like that!"
And that, I'll admit, is NOT EASY. Very few people teach you how to be creative.
When your inbox increasingly looks like this...
"Would you like to increase sales?"
"I'll increase your sales by 123%..."
"How to increase sales..."
"Paul, you must read this tip on increasing sales..."
"3 things you must do to increase sales TODAY..."
... then it takes IMAGINATION to come up with something that will stand
out from the crowd, and make 'em take notice.
Yet that's what the best copywriters do.
They know how to get (and keep) attention in an IMAGINATIVE way that
makes the reader feel they're about to hear something new.
And, quite frankly, it also takes GUTS.
When your client wants to sell their product on "increasing sales, it takes
GUTS to send out an email on their behalf with the subject header,
"Paul, I think I just blew up my sister's cat..."
... but in the midst of a bunch of yawn-inducing "increase sales" emails, I
know which one would get MY attention
(I'm using email subject headers here... but this could equally be true of
sales letter headlines, etc. It takes GUTS to use a radically different
headline from everyone else.)
So how important do YOU think imagination and creativity is in the world
of copywriting? Do you think being imaginative can help or harm copy?