How’s it going? The election’s over, and for some strange reason I’m seeing a lot of stuff about it on the news still–ha. Not really (about it being strange, not about seeing a lot of it).
Which leads me to what I want to talk about today.
Warning–this is not political. Not at all. Maybe that’s more of a relief.
Anyway, let’s get to it.
I can’t remember who said this quote about intention and direction–I think it was a famous copywriter or ad guy. I also found a source or two claiming it was Walt Disney. Whoever it was who said it, he said something like “Observe the masses and do the opposite.”
There’s two sides to this coin though. Doing something popular just because everyone else is, depending on how far along that trend is, can mean that you capitalize on the next big thing. That’s if it catches on.
Then there’s the danger of being so innovative, groundbreaking, or what-have-ya that nobody can follow what you’re doing, because they get confused almost right away and just stop.
Let’s take writing fiction, for example. Are there genres that are more popular than others? You bet–romance is number one. Should you write romance, even if you don’t like it that much, because it’s a big money-maker? You might be able to grind it out, but if you can see yourself (in a mental fast forward to ten years from now) hating what you’re doing and wanting to give up, is it worth it?
That’s for you to answer.
With copywriting, it’s the same thing, with a bit of a twist. Copy principles are the same, no matter what the medium. The expression of those ideas or pieces is what’s different. Still…could you imagine putting a signature and P.S. before the headline of the whole thing, just to “do the opposite”?
I’d imagine not. I don’t know if it would work–maybe with a celebrity endorsement.
My point here really is that innovation is good–as long as nobody gets confused. If you can put the pieces of a story or some copy together in an innovative way (to have a different mystery, connect dots between little-known benefits, solve a problem in a way that isn’t done often, or what-have-ya), I say do it.
Until next time,