100 Ways to Kill A Concept, Copywriting
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100
W hy Most Ideas Get Shot Down
tM
By Michael Iva
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Ways to Kill a Concept:
tM
Everyone has ideas.
“Cogito Ergo Sum.”
(I think, therefore I am.)
~Rene Descartes
But then what?
For some, it is enough to have the idea. But most people aren’t satisied by the
mere act of thinking. Instead, they want to put those ideas to work. So, next they need to persuade
someone else to embrace their newfound ideas in order for those ideas to be accepted and become
a reality. Businesses persuade customers, bosses persuade employees, politicians persuade citizens,
men persuade woman, mothers persuade fathers, wives persuade husbands, children persuade
parents… or vice versa. In turn, corporations and governments and colleagues and friends and
siblings persuade each other. And sometimes, people just have to convince themselves. At some
level, every human is involved in the generation of ideas and then the solicitation of those ideas.
Most of the time, somewhere along the way, a person’s idea gets changed before their concept
transaction is completed. Sometimes their concept lives and evolves, but more often it dies. Once
a concept is conceived, persuading someone else to buy into that concept usually causes any of
the following circumstances to happen (particularly in business, marketing & sales, the arts, science,
government, and any entrepreneurial venture)…
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1.
the boss won’t go for that.
2.
the lawyers won’t go for that.
3.
the accountants won’t go for that.
4.
the client won’t go for that.
5.
the salespeople won’t go for that.
6.
the investors won’t go for that.
7.
So and so won’t like it.
8.
It’s not us.
9.
It won’t it into our system.
10.
We’re not ready for that yet.
11.
I don’t think it will work.
12.
I don’t understand.
13.
Do you understand?
14.
Will anyone understand?
15.
What will they think of next?
16.
It’s politically incorrect.
17.
It’s too complicated.
18.
It’s too late for that now.
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19.
It’s too expensive.
20.
We’ll lose money.
21.
Why?
22.
What!?
23.
Who says?
24.
nobody will want that.
25.
Where are you coming from?
26.
It can’t be done.
27.
Have the committee review it.
28.
Let’s do more research.
29.
Let’s take a vote on it.
30.
Let’s play devil’s advocate.
31.
I’ve never heard of such a thing.
32.
We’ve already tried that.
33.
that’s been done before.
34.
It’s not how we do things here.
35.
We’ve never done anything like that.
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36.
We’ll get back to you.
37.
that’s a subject for another meeting.
38.
It creates more problems than it solves.
39.
Sounds like too many problems.
40.
that only solves some of the problems.
41.
that’s going to cause problems.
42.
Here we go again.
43.
that’s unique, but . . .
44.
Very interesting, but . . .
45.
I understand, but . . .
46.
I love it, but . . .
47.
Great idea, but . . .
48.
Yes, but . . .
49.
Sounds simple, but . . .
50.
But . . .
51.
It’s just not for us.
52.
try again.
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