>> She was brilliant. Where do you find your ideas?
Victor Hugo said all the armies on earth cannot beat an idea whose time has come.
The problem for you and me is that we can’t wait for the idea to come.
We must produce ideas to order.
Currently, for instance, I write five emails to you a week plus writing copy, working on a book and reviewing my colleagues’ efforts.
Hard work if you’re an old hack like me.
Dorothy Parker was a one of the Algonquin Circle, writers who met at New York’s Algonquin Hotel in the 1920s.
I often quote another member, Robert Benchley.
He said “The world is divided into two kinds of people: Those who think the world is divided into two kinds of people, and those who don’t.”
Jokes are a good source of ideas. They often get me started.
I once persuaded Victor Ross, the brilliant chairman of The Reader’s Digest to talk to our Ogilvy Creative directors. When young he had written jokes for a famous comedian. He spoke for a (hilarious) hour about jokes and ideas.
Exercise is another way you can get ideas.
Apparently it increases the flow of blood to your brain, and that helps.
I drafted this after my daily exercises – push-ups, crunches and god knows what else.
Another thing that brings ideas to the brain is a shower.
I get most of my ideas on long walks which I take about 5 days a week – they get the blood flowing.
Odd or interesting things I see in the street can inspire.
The other day I saw a big street painting which was a tribute to a young man who had died.
Somehow I will find a way to use that.
If you’re trying to sell something you may find inspiration from someone selling in the street.
Hucksters have a much higher rate of success than any copy will have.
Some of the best commercials in the early days were made by people simply filming a street side vendor and editing it to make it a commercial.
David Ogilvy gave a few versions of how he got ideas – half a bottle of claret or half bottle of rum were two.
I’ve found a hangover can help.
I don’t drink as much as I used to but last night I drank a bottle of Portuguese wine.
I woke up with a feeling of dread at having nothing prepared for today.
Then I dictated a first draft of what you are reading.
But I suggest you stick to healthier options.
I believe David Ogilvy also got ideas gardening.
One year he decided to grow some grapes and make wine of them.
He produced the wine at a dinner party at the chateau and asked the guests if they could guess its origin.
No one knew, and he pointed out the window and said “Over there!”
One of his guests replied “Doesn’t travel very well, does it?”
If you don’t have enough ideas, why not steal some of mine?
I’ve poured everything I’ve ever learned into Ask Drayton.
Just one good idea can make all the difference.
And if you don’t think Ask Drayton can help you – I’ll refund you.
So why not invest the monstrous sum of one dollar?
Deal?
Best,
Drayton
P.S. Know anyone who’d appreciate my Bird Droppings? Tell them to sign up to my mailing list here.
