Copywriting Secret 10: Why Originality Sucks!

Here's why:

Let's imagine you have a competitor who's doing something which is bringing in bucket loads of cash. Maybe it's a mechanic who's offering a complimentary loaner car, or a coffee shop offering a complimentary coffee to draw in the customers.

Many businesses would look at their competitors and think "Aren't they clever? What idea can I come up with to generate loads of customers for my business?"

But the thing is...

ORIGINALITY SUCKS

There's absolutely no benefit in coming up with new ideas which are not tried and tested. Especially when you can take someone elses idea, make a few small changes and use it yourself - instead of trying out 20 "original ideas" that don't work.

After all, would you go and invent a new car, instead of just buying one that already works? Of course not!

So why not steal others idea, and get rich!

Of course, to avoid infringing on copywrit, you'll need to change the wording, and how you explain your product or service. But you can certainly take the concept and use it.

Now don't just look to your competitors. Get ideas from other industries as well.

Let's take a fish and chip shop as an example. What ideas could they steal and apply to their own business.

* KFC has 11 herbs and spices. What would happen if the fish shop created their own blend of batter which tasted sensational? And made their Unique Selling Proposition... the "7 secret herbs and spices which makes our fish taste so good."

* Or what about packaging their product like McDonalds do into "meal deals" to increase the average dollar sale. Or upsell by asking "would you like fries with that?"

* And if their competitor is offering "2 for 1 chips" every Thursday night, and it's working, why not do the same?

* Don't just copy similar industries. What about the hairdressing salon down the road offering every 10th haircut for free. Why couldn't the fish shop offer $10 free fish and chips for every $100 you spend? If it works for a hairdresser, human nature says the concept will work for a fish shop too?

* Or what about the mechanic who's advertising: "If we don't fix your car" you don't pay... Could you advertise, "If our fish and chips aren't the best you've ever tasted, let us know, and there's no charge".

Ideas are everywhere. So keep your eye out for the next one. In fact, every time you see a great ad or sales letter file it away.

And ask yourself how can I apply this concept to my marketing?

All for now,

Scott Bywater

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Scott Bywater is well known for getting results as a professional direct mail copywriter. And also the author of Cash-Flow Advertising. To get a free subscription to his "Copywriting Selling Secrets" newsletter where you'll discover the truth about why most ads and sales letters don't work (And how to make yours different) scamper over to his web site at: www.copywritingthatsells.com.au