conversation is an engine

James Young: a Technique for Producing Ideas

Today we discuss Mr. Young’s book on how to have ideas. It’s an old book and disregarded by some of my copywriter/art director friends. But I come back to it again and again. I like how Mr. Young serves up the notion of a way to go deeper than our immediate surface reaction. I like the book because he provides signposts and mile-markers along the road of getting to the heart of a notion.

Now that’s good copy.

To me, copywriting is a full-contact sport. Here’s what I mean: ideas do not come from sitting in a dark room and thinking deep thoughts. That is called a “nap.” Ideas come from a mind-body connection. Copywriting starts with gathering materials (Young’s Step #1) and then writing out the connections between those materials and the target audience’s problem or perceived need (Young’s Step #2—Masticate). This mastication or digestion step involves pages of false starts and headlines and mind-maps. It involves shuffling index cards and drawing with crayons on the walls/arms/shoes and many dumb sketches. It involves telling others your nascent point and watching their reaction (“What the…. Huh? Get away from me.”)

I particularly love Young’s Step #3—Walk Away. It’s when I go for a bike ride or a jog or a walk. Or lunch. Anything other than the problem at hand. And then—Behold—the solution pops into being. Fully-formed. Sorta. Sometimes it’s an ugly baby and needs, shall we say, a trim. But out of this process come useful ideas that get to the heart of the matter and may—just possibly—cut through clutter rather than add to it.

Check out Maria Popova’s take on Young’s technique here.

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Image via Copyranter