Want to be more persuasive? You need to start with a great idea. Here’s how to develop one.

Brian Clark thinks a lot about what makes for a great copywriting premise — that big idea that attracts an audience and makes them want to hear more.

In this 21-minute episode, I steal borrow some ideas from Brian’s ebook to talk about:

• The four elements of a great premise, and how to develop them
• Some ways to develop a premise that’s fresh and interesting
• The necessary (and sometimes difficult) work of finding simplicity
• The key difference between good storytelling and just telling lies
• Why the truth can sometimes feel like hype … and what to do about it

Listen to Copyblogger FM: Content Marketing, Copywriting, Freelance Writing, and Social Media Marketing below ...

The Show Notes

Important: Our Certified Content Marketer program typically opens only once or twice a year. If you’re interested in getting involved, get your name on the interest list right away by dropping your email here: Copyblogger’s Certified Content Marketers

• If you’re ready to see for yourself why more than 201,344 website owners trust StudioPress — the industry standard for premium WordPress themes and plugins — swing by StudioPress.com for all the details.
• You can get Brian’s ebook (and a whole library of solid content marketing advice) by signing up for MyCopyblogger (it’s all free)
• Johnny Truant’s interesting article for Copyblogger on how a pseudonym can open up more important truth-telling
• I’m always happy to see your questions or thoughts on Twitter @soniasimone — or right here in the comments!
• Here’s the link one more time to learn more about our Copyblogger’s Certified Content Marketers