Brainstorm: Who is this for?

Make a list, or describe a specific person

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What's the BIG Idea?

This is sometimes called a CORE message

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Copy Free Write 10 Minutes

Don't stop

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When you're done with the above steps (give yourself a full hour if you can), go back and highlight the sentences or even just words that jump out at you. Those will be the basis for your campaign. Remember to keep sentences short. Especially if they're for Instagram. The trick is not trying to construct your copy before the idea if fully fleshed out, or else it will take you 10x longer editing and re-editing your messaging because something just isn't clicking.

Quick anecdote: in a conversation with Eliza Blank from The Sill, I remember she mentioned that her company's tagline "Plants make people happy." was pulled from a free write, where she spent time pouring out her ideas for the company's mission in one sitting. It works.

Resources


the small business guide to copywriting

How Trader Joe's Writes Copy Customers Love - Copygrad