Copywriters Podcast

Episode 055 - The Big Idea, the Agora Financial Way

13 snips
May 6, 2018
Guest Joe Schriefer, an expert on the Big Idea and head of Agora Financial in Baltimore, discusses the three-step process of developing a big idea in copywriting and shares insights on crafting relatable content for target audiences. The podcast explores the allure of a lucrative investment idea in Canadian Social Security and emphasizes the importance of aligning ideas with the target audience to create effective copywriting. Additionally, it highlights the keys to success in financial copywriting, including understanding the target prospect and writing fast to adapt to market changes.
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ADVICE

The Big Idea Process

  • Always nail the big idea before writing any copy.
  • The big idea transforms an ordinary concept into something extraordinary, expressed through the headline complex.
ANECDOTE

How Dividends Became a Big Idea

  • A copywriter turned the ordinary idea of dividends into an extraordinary one by linking it to the growing Canadian pension plan.
  • This led to the big idea that Americans can legally piggyback Canadian Social Security for monthly income.
ADVICE

Research With Purpose

  • Effective big ideas require deep, targeted research, often 80 to 120 hours per project.
  • Always research with a clear goal to transform an ordinary idea into something extraordinary.
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