How many copywriters does it take to change a light bulb?
Only one, but it takes 10 drafts.
1st draft: Change the light bulb.
2nd draft: Now you can change light bulbs at home!
3rd draft: In the dark about changing light bulbs?
4th draft: Save time and money with this simple DIY project.
5th draft: Lighten up!
6th draft: You’re moments away from a brighter future.
7th draft: Get (un)screwed.
8th draft: Let there be light.
9th draft: Provide your family with the peace of mind they deserve.
10th
Whether I’m writing copy or plotting a diamond heist, I always assume that my first idea is not my best idea. If it came to me right away, it’s probably come to everyone else a million times before, and while it may have worked for them, there’s no guarantee that it’ll work for me. In fact, the odds are worse it’ll work for me since people would have seen it and will either ignore it or have their defenses up and ready. I see my first idea as a sacrifice to the gods of creativity, trusting that the more ideas I come up with, the more likely I’ll hit on the best one for the job.
And sometimes that best idea is the first one I came up with.
There’s no way to know if my first idea is my best idea until I march it onstage with 20 other ideas to see which one gets the part. Sometimes it’s 10 other ideas, sometimes 50, but an idea never jumps from that mental stage to the finished page without first facing a lot of competition.
So whether you’re planning your business’ next corporate coup or where to spend the weekend, be sure you audition a lot ideas before you pick the best one. And I’m betting it won’t be the first.
Unless it is.
In addition to being part of Dixon Schwabl’s creative team, Charles Benoit is a celebrated author of young adult novels. Learn more about his work by clicking here. You can follow him on Twitter at @BenoitTheWriter and also on Facebook.