Want to Test an Idea’s Staying Power? Write a Fake Press Release About It
Guest Post by Marcia Yudkin, Marketing Expert and Mentor
“Does my idea reinforce what people already believe, or does
it challenge them?” writes Adrian Alexander in a description
of criteria he uses when looking for thought nuggets that
can get people talking and caring.
Although he looks for the element that he calls “high
tension” to select the ideas he develops into ads, you can
use it as a tool for identifying powerful headlines, subject
lines, book titles or press release themes. Indeed,
Alexander tests a promising idea by writing a fake press
release about it “to see if it’ll create buzz. Is it worth
the paper it’s written on? This helps me call BS on
myself,” he says.
To achieve a highly charged degree of tension, you need to
contradict a cherished belief, create unlikely
juxtapositions, relabel something familiar or shift the
context of a common conversation.
Adds Alexander, who is quoted in the book The Creative
Process Illustrated, “Great ideas don’t need mass
communication to be heard. Ideas, if they’re big enough,
diffuse through culture organically and can infiltrate
hearts, minds and culture as a whole.”
Marcia Yudkin mentors marketers who hope to spread the word about their ideas, talents and inventions. Her upcoming Kindle Jumpstart Course offers step-by-step guidance for publishing on Amazon’s Kindle(www.yudkin.com/kindle.htm). This post originally appeared in her Marketing Minute newsletter (which I’ve been reading for many years), and is used with her permission.