You read the brief and think, “There’s nothing here.” Another course. Another service. Another product with the same features you’ve described a dozen times.
I study persuasion through literature and storytelling as well as marketing. So when a brief feels thin, I ask myself what this product could mean in someone’s life.
Imagination needs room to work. Before reaching for a headline formula, ask what this product could help someone accomplish, reclaim, or become. Follow the possibility that makes you want to know more.
A training course might help a nervous employee become the person colleagues trust with a difficult assignment. Picture that moment: the manager hands over the project, and this time, the employee feels ready.
Now you have something worth investigating. Which skills, exercises, and support could help produce that change? The answers give your idea substance and give you confidence in writing it.
This is what choosing a frame means in practice. You decide which meaningful possibility to bring into focus, then show the reader how it connects to the product.
Before your next headline, write three ways to understand the offer’s value. Push past the description that came with the brief.
Your next strong idea may be buried beneath the obvious one. Keep digging until you find it.
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