If you’ve read my book, you know I like to talk about the importance of having an idea that’s unique, emotional, simple to understand and believable.
That’s actually the filters I tell the writers in my team to use when they’re looking for ideas.
And Bencivenga used a very similar filter.
He said that with every copy you write, you should ask four questions…
- Does this ad address an urgent problem or desire?
- Does it make a promise of a uniquely superior solution?
- Does it prove to me why the solution is uniquely superior?
- Does it make it irresistible for me to try it?
As he said…
“These four questions are like an X-ray machine, revealing any structural flaws in your advertising’s persuasive power.”
That’s so true.
So when you start working on a project, ask yourself those 4 questions.
It will help you figure out if your idea really has legs.