The Power of Writing BIGGER.

Anyone who has written professionally for a while knows that the act of writing can stimulate new thoughts and ideas.

Sitting in a meeting can generate ideas. Sitting on your own and focusing on something can generate ideas too.

But so can the act of writing.

I know I’m not alone in sometimes writing a web page or sales letter and finding, half way through, that I’m hit by a sudden inspiration or idea.

This is something that wouldn’t have come to mind if I was just talking or thinking – it is a product of the act of writing itself.

Now stimulate new ideas by writing BIGGER

Here’s an exercise I try from time to time.

I look at a sales page, subscription page or sales letter, and start rewriting it.

I identify the key benefits, offers and call to action – and then I start writing...but BIGGER.

I ask myself these kinds of questions as I write:

- What if I doubled the pace and energy of the copy? Would it work?

- What if I improved the product or service, right here in the copy? Where would that take me? And could the product or service actually be improved in this way?

- What if I expanded the benefits or looked at them from a different point of view? What if I described them in a totally different way? Would that lead me to change what I have written so far? Would I change the page headline as a result?

- What if I improved the offer? What if I offered a second, related product or service as a bundle with the first? If I did that, how would it impact this whole sales page?

- What about the pricing? What if I halved it? Or doubled it?

- What if I took the guarantee and made it even better? How could I do that?

The heart of this is about thinking and writing BIGGER

Sometimes we just don’t think BIG enough when we are writing sales or subscription pages. We are cautious. We are reasonable.

I know I am guilty of this from time to time. That’s why I use the “writing BIGGER” exercise.

It’s not only about amplifying the benefits and offers...it’s about using the physical act of writing to stimulate new ideas as you write.

Try it from a variety of new angles. For instance, don’t make everything bigger in a single draft. First try rewriting the page with just the benefits or offer amplified. Then try a draft with a much better price or guarantee.

A lot of good things can happen.

First of all, you can end up with a group of new pages worth testing.

But for me the mother load is when “writing BIGGER” stimulates a new idea or inspiration that transforms the entire page...even the product or service.

Try it and see what happens.

Resource Reviews:

The Freelance Copywriter Fee & Compensation Survey, Volume 2. Find out how much to charge for your next copywriting job. Read my review of this survey here...

 

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