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ARTICLE WORD COUNT: [794]

KEY WORDS: discover your
creativity,creative,creativity,unique,uniqueness,discover,copywri
ter,logo,headline,slogan,bulleted benefits,hypnotic words,Claude
Hopkins,Jay Abraham,Ted Nicholas,develop your
uniqueness,discover your creativity,dream your solutions

SUMMARY: As a growing copywriter and Cyberspace Marketeer, I
often seek new ideas and ways of doing stuff.. But before this
process can happen, I have to “pay my dues.” I do this through
research over the Internet. I get out and socialize, during work
time and play time. Only afterwards am I able to discover and
lay out creative, unique solutions.

Copyright 2005 – by Robert Leggett – All rights reserved

* * * * * * *

You have a choice. Do you want to be constructive and positive
in a unique way? Or do you want to be destructive and negative
in a unique way? History has proven the futility of the latter
goal. So let’s focus on your unique capacity to better yourself
and those around you.

In western music there are 12 notes per each octave on the
keyboard. Only 12 notes. From these simple 12 notes come the
various musical works of Mozart, Brahms, Rossini, Beethoven,
Donizetti, Bach, Strauss, Wagner, Puccini, Verde, Gershwin,
Gilbert & Sullivan, Rogers & Hammerstein. The Beetles, Merle
Haggard, Marti Robbins, Louis Armstrong, Elvis, Aretha Franklin,
Little Richard, Pointer Sisters and countless other unique
performers, composers, and musical forms. What a variety from 12
basic notes!

As a growing copywriter and Cyberspace Marketeer, I often seek
new ideas and ways of doing stuff.. But before this process can
happen, I have to “pay my dues.” I do this through research over
the Internet. I get out and socialize, during work time and play
time. Only afterwards am I able to discover and lay out
creative, unique solutions.

When I am given a set of parameters, I must intensely focus upon
these, and then forget about them. Within a week a unique idea
“pops” into my consciousness. Several weeks ago, I was
consulting with a new client. He had “Hummingbirds” as part of
his logo. He needed a slogan. He is in the restaurant trade. How
can I tie the concept of “hummingbirds” in with food service?
Over time we discovered “Every Bite – Hummingbird Light” Now he
has a powerful slogan. We created a good headline featuring his
current offering. We listed bulleted benefits (yes, a tiny
hummingbird was used as each bullet). And a great slogan. His
publicity pulls very well. He is unique in a positive way.

Logo. This is usually a unique graphic. Sometimes it can be a
simple choice of font face, relative sizes, and placement. But a
“killer” graphic logo is best. The logo reflects your whole,
unique business philosophy and image. It has to be so crystal
clear the public recognizes it instantly. The Colonel’s bucket.
The golden Arches. CocaCola Bottle. No words are needed. Never
Copy. You may Modify. Create New is best. Focus on this task.
Then let it go. You might “dream” the solution. Perfect your own
unique logo.

Headline. Vital to keeping interest of your target market. Going
further with the above “Hummingbirds” copy we told basically
what it was, “Sunday Evening Roast.” Then, right below that
line, we “painted a picture” “Imagine yourself dining with your
special someone on a secluded terrace. Your cozy wooden table
and chair – your temporary sanctuary from a hard plastic world.
Your candle gently flickers with each passing breeze. You are
enjoying the intimate lightness of Hummingbirds’ unparalleled
Sunday Roast.” Needs a little fine tuning – but it works.

Bulleted Benefits. Continuing down Sumptuous Starter-dishes
Mouth-Watering Main Course-dishes Seductive Desert-Your choice
Free Glass of Red, Rosé, White (Enjoy wines a step beyond – We
taste and recommend)

Slogan (modified) follows. “Your Traditional British Roast –
Every Bite – Hummingbird Light”

After that comes phone number, location, directions etc.

However, at the last minute we decided to add in this area.
“Twiggy” 2-Course (price) “Henry VIII” 3-Course (price)

Our target market was the British couple or foursome looking for
a great Sunday Evening Roast.

Over the years I have collected aids and studied various areas
of marketing. Long ago I got copy of active verbs. Recently I
got list of “Hypnotic Words” and successful headlines used over
the years. Also a list how different colors effect emotions.
These are all great references when I am stumped or want to make
my copy even better. Some of the “greats” which come to mind are
Claude Hopkins, Jay Abraham, Ted Nicholas. Actually, some of the
best ideas can be found on current Internet sales letters.
Occasionally I find the rare good headline in SPAM sent me. Yes,
I even study some SPAM.

I have discovered my target market. They need my copywriting
skills…the undercapitalized, open-minded, serious
entrepreneur. Nobody in my immediate vicinity practices
principles of good copywriting. I am unique. I am creative. My
clients are unique. They seek creative solutions. They are fun
to work with. Our creative ideas keep amplifying each other’s.

No matter what profession(s) you are into at this time, develop
your uniqueness, discover your creativity, dream your solutions.
The more you practice, the easier it becomes. By the way, I had
no idea what I would write about this month. I kept thinking and
thinking. Then “pop” – here it is. Now to polish it up 24 hours
from now. 828 words now and finally edited down to 794.

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