TCC Podcast #379: Brainstorming Better Ideas with Shlomo Genchin
Brainstorming and creativity are often forgotten in the world of online marketing. We often jump straight into what will convert at the expense of the creative tools used by copywriters working in Ad Agencies around the world. In the 379th episode of The Copywriter Club Podcast, Kira and Rob talk with freelance advertising copywriter Shlomo Genchin about his processes for coming up with creative concepts that attract attention and engage readers and passers-by. Shlomo shared some great tips for finding better, bigger ideas for the work we do. Click the play button below, or scroll down for a full transcript. The people and stuff we mentioned on the show: The Copywriter Club Facebook Group The Copywriter Underground Full Transcript: Rob Marsh: Have you noticed that the work most copywriters do doesn't exactly fall under the description of creative? Yeah, we write about ideas, hopefully big ideas, but the work of most copywriters is pretty common. It's like all of the other copy in their industry. So here's a test, choose a niche, doesn't matter which one, go to Google, find 10 companies in that niche and open up their websites. Then read the headlines. You can actually do this for the niche that you work in. Every time I do this, I'm amazed that about eight out of the 10 make pretty much the same promise in their headlines. Now, usually it's something like save time, save money. They word it a little bit differently, but it's basically the same. And then the other two headlines are usually so bland that they're not really making any promise at all. They might be trying to describe what they do, but usually that even falls flat. And it's not just websites. With a few exceptions, ads look and feel the same. Even most content blurs into a vast mass of content schlock. Hi, I'm Rob Marsh, one of the founders of The Copywriter Club. And on today's episode of The Copywriter Club Podcast, my co-founder Kira Hug and I interviewed creative copywriter Shlomo Genshin. Shlomo writes a lot about his creative process, how he comes up with ideas, and how to think more expansively when developing things like headlines, hooks, and more. It's really the answer to this everybody looks the same problem. It's something that copywriters and content writers around the world definitely need to be doing more of. So we think you're going to like this episode. But first, this episode of The Copywriter Club Podcast is brought to you by The Copywriter Underground. That's the membership for copywriters and content writers that includes not just training, literally more than a hundred hours of training on different topics, but actual feedback on your copy, as well as monthly coaching calls from mentors you can trust, where you can get the help that you need to grow your business. I'm not going to share all of the details here. You can find out more at thecopyrighterclub.com/tcu. That's TCU for The Copywriter Underground, where you can join and immediately expand your network of amazing copywriters who are all working to grow and build something bigger together this year. Okay, let's go to our interview with Shlomo. Shlomo Genchin: So I started just like a lot of people, I just started looking for ways to maybe to get rich online. You know, how to start a business, how to make money online. And I came across all those regular scammers that you would see. They would tell you, get rich in 10 days. And I bought one of those courses. And nothing came out of it, of course, because it was kind of scammy and not really possible to apply… to kind of implement all of that. But one thing I learned there was copywriting. Like the magic of copywriting, you can basically persuade any person to buy anything. And it's so easy. You just need some words. And it's so simple. And I was like, that sounds interesting.