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How can you use the "what if" technique to generate more creative copy?

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What if you could write more creative copy that captures your audience's attention and sparks their imagination? What if you could generate dozens of ideas for headlines, slogans, stories, and hooks with a simple technique? What if you could overcome writer's block and unleash your inner genius?

You can do all that and more with the "what if" technique, a brainstorming method that helps you explore different possibilities and scenarios for your copy. In this article, you'll learn how to use the "what if" technique to generate more creative copy, and why it works so well.

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1 What is the "what if" technique?

The "what if" technique is a way of asking yourself hypothetical questions that challenge your assumptions, expand your perspective, and stimulate your creativity. For example, what if your product was a superhero? What if your audience was a tribe of aliens? What if your offer was a secret mission? By asking yourself these questions, you force yourself to think outside the box and come up with new angles, benefits, emotions, and stories for your copy.

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Bernardo Peral

Te ense?o a crear un sistema de adquisición de clientes en 30 días para crear tu libertad | Marca Personal | Copywriting | Social Selling | IA | LinkedIn Top Voice | Top Creator Favikon México
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Esta técnica funciona como las de 5 por qués. Cada vez que preguntas que pasa si, estas abriendo una nueva oportunidad a una respuesta que esta debajo. Cada vez, vas conociendo mas que hay debajo, y que hay mas abajo. Esto te lleva al punto concreto, conciso y claro de lo que quieres comunicar.

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Karla Mariana H.

Social media strategist, content creator
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La técnica del "qué pasaría si" es efectiva porque estimula la creatividad, invitando a pensar de manera innovadora y diferente. Al mismo tiempo, desafía las suposiciones convencionales, abriendo caminos hacia nuevas perspectivas y entendimientos. Además, mejora la conexión con la audiencia, ya que al explorar diferentes escenarios, se logra una comprensión más profunda de sus necesidades y cómo resonar mejor con ellos. Utilizar esta técnica no solo fomenta la creatividad de la audiencia sino la de nosotros, los creadores de contenido.

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Anurag Ghosh

Figuring Out Life | College Student | BCA
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“What if” opens the door for infinite possibilities from logical to full of weirdness. Inject “imagine if” before pain points provoking visions resolving them. Play out scenarios exploring mind-blowing solutions. Crack “what ifs” expanding perspectives and generating fresh narratives. You cannot achieve creativity without crazy.

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2 How to use the "what if" technique?

The "what if" technique is an easy-to-use tool for any type of copy, from headlines to emails to sales pages. To get started, begin with a clear goal and a specific audience for your copy. Think about what you want them to do, feel, or know. Then, create a list of 10-20 "what if" questions that relate to your goal and audience. Let your imagination run wild! Pick one or more questions that pique your interest and answer them in a few sentences or bullet points. Consider how your copy would change if the question was true. What would you say, emphasize, or omit? Use your answers as inspiration for your copy. Don't be afraid to deviate from the scenario or tone of the question – use it as a starting point to create unique and captivating copy.

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Arwa Yousuf

The Business Copywriter who actually runs a Business | Storyteller | Graphic designer
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The "What if" technique is a powerful tool for generating creative copy. For example Let's say you're writing a headline for "Innovative Smart Home System" Headline: "What if your home knew your mood and adjusted the lighting accordingly?" Dissection: ? Makes you wonder how a home could know your mood, sparking interest. ? Shows how the home relates to your feelings, creating a link. ? Highlights the idea of a home tailored to your preferences. ? Sparks creativity by picturing a home doing more than usual.

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3 Why does the "what if" technique work?

The "what if" technique works because it taps into your subconscious mind, where your creativity resides. By asking yourself "what if" questions, you bypass your rational and critical thinking, which can often limit your imagination and block your flow. Instead, you access your playful and curious side, which can generate more surprising and unexpected ideas. You also create more emotional and sensory connections with your audience, by appealing to their fantasies, fears, desires, and humor.

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Chandana J S

Google Certified Content Marketer | Direct Response Copywriter
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The What if technique is a creative method where you give your imagination a chance. This helps you go outside the box and get fresh ideas to tap into the minds of your audience. By posing a "What if" question, you’re inviting your audience to imagine and dream along with you.

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4 How to avoid common pitfalls of the "what if" technique?

The "what if" technique is a powerful tool, but it also has some potential pitfalls that you should avoid. To ensure your copy is effective, take care to do your research, understand your audience, and craft your copy with clarity and precision. Additionally, be honest, ethical, and credible in your copy. Moreover, make sure to create copy that is relevant, useful, and respectful for your goal and audience. By doing so, you can use the "what if" technique to enhance your copy, entertain and persuade your audience, and differentiate and connect with them.

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Erin Daniel

Copywriter & Marketer | I give brands THE WORDS that TURN HEADS, spark CONVERSATIONS, & build LOYALTY.
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It's easy to fall back on familiar tropes and clichés when brainstorming "what if" scenarios. Continuously push beyond the first few ideas, as they are often the most obvious. Strive to uncover more original and less predictable concepts by iterating and refining the initial thoughts. Ensure that every "what if" question ties back to the brand’s values and objectives. The creative ideas should enhance the brand’s story and not just serve as stand-alone gimmicks. Always consider the consumer’s perspective. The "what if" scenarios should address consumer needs, desires, and pain points, ensuring that the final creative output is both engaging and relevant to the audience.

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5 How to improve your "what if" technique skills?

The "what if" technique is a skill that can be improved with practice and feedback. To hone your skills, read more books, watch more movies, listen to more podcasts, and consume more content that stimulates your imagination and exposes you to different genres, styles, and perspectives. This will help you come up with better "what if" questions and answers. Additionally, write more "what if" questions and answers for different types of copy, products, and audiences to gain experience and confidence in using the technique. Finally, share your work with other copywriters, colleagues, or friends to get feedback and suggestions on how to improve your technique and your copy.

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Seth Rogers

Crafting story-driven copy that converts.
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In my opinion, the "what if" technique is best used for breaking through creative blocks and building reps. I encourage copywriters starting out to practice for about 20-30 minutes a day writing "fake" copy for big brands. This technique is great because it makes it easy to get creative and write. What if nike sold airplanes? What if I had to write an apple ad for a dog? These are great practice prompts. And it works equally well for creative blocks. When you're stuck, just reframe your task. Ask, what if this product was free, or what if I had to sell it in three words. Overall, this is a great way to build your strength as a writer and improve creative thinking.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Anita Siek

?? Psychology-infused word nerd | CEO of Wordfetti | Speaker | Host of Brandfetti
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Instead of asking "what if", ask "SO WHAT?!" E.g. Our product is the highest of quality, and will help you get better dewy skin. OK... SO WHAT?! This will invite you go dig DEEPER into the value of what you're trying to say.

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Dianna Mason

Legal Content Expert | Featured in Forbes | Nonfiction Ghostwriter | Medical & Personal Finance Copywriter | SEO Content Writing, Strategy, & Consulting
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What if we write for our audience instead of trying to reel them in with ridiculous "what if" scenarios. Let's just get straight to the point. People don't have time for what ifs. I am focused on the moment, problem, or task at hand.

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How can you use the "what if" technique to generate more creative copy?

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1 What is the "what if" technique?

2 How to use the "what if" technique?

3 Why does the "what if" technique work?

4 How to avoid common pitfalls of the "what if" technique?

5 How to improve your "what if" technique skills?

6 Here’s what else to consider

Copywriting

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How can you use the "what if" technique to generate more creative copy?

1

2

3

4

5

6

1 What is the "what if" technique?

2 How to use the "what if" technique?

3 Why does the "what if" technique work?

4 How to avoid common pitfalls of the "what if" technique?

5 How to improve your "what if" technique skills?

6 Here’s what else to consider

Copywriting

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