How to Use the Disney Method For Some Truly Creative Copy

Word count: 1,349 FK Score: 6.0

Sometimes, great ideas appear like a bolt from the blue. Other times, they're mere seeds that need nurturing until fully formed. The genius film producer and innovative gentleman we know as Walt Disney knew this better than anyone.?

That's why Disney invented a three-part process he could conceive and refine his ideas through before unleashing them into the world. Do you want to know what that process is?

Don't worry, I'm going to explain it to you so you can apply it to your own business, particularly to your copywriting. Imagine channeling the creative powers of The Walt Disney Company to filter your own ideas through. We're talking here about the brand that literally trademarked the word 'imagineer.'

Note:?Imagineer simply means 'the implementation of creative ideas in practical form.'

It's in your imagination where every great idea is born. Have you ever needed to come up with ideas for your copy but couldn't get away from those tired old cliches? Or maybe you just suffered from a classic case of writer's block. That's where the Disney method comes to the rescue.

A Magical Memory

Disney's creative method has resulted in some phenomenal successes over the years. While the brand continues to build billion-dollar movie franchises, it's still best known for its world-famous theme parks. In fact, the mere mention of Disney World never fails to take me back in time to the first time I visited the Magic Kingdom in Orlando, Florida.

While it might not seem like such a big deal if you’re from Orlando, for most 12-year-olds, it was a dream come true. Surrounded by cartoon characters, magic carpets, and a flying elephant, I was in sheer amazement. Specifically, I was amazed that all this had begun as seeds of genius in the combined imaginations of Disney and his team.

There were four of us on this day at Walt Disney World. Me, my mom, and my grandparents. I was definitely the dreamer of the group. I was in the happiest place on Earth, and I wanted to see everything. And I mean everything. And I wanted to see it all in one day.?

“Can we go here next?” I would ask (well, insist).

“Noooooo” I would moan, in response to requests to stop and rest.

And yes, there may even have been the odd “are we nearly there yet?”

A Family Negotiation

My mum was more of a realist. She saw that we only had about 12 hours and estimated how long each attraction would take. But she assured me we would be back and that we could see everything in three days.

After some reasonable explanations from my mom and futile protests from me, I eventually caved. Her promise that we could see the top five attractions on my list today won me over. It would mean traveling from one park to another and back again, but I was sold. With a pat on the head and a promise of cotton candy to soothe my soul, we got back on our Disney trail.

Unfortunately, as much as I loved my grandparents, they had that quality that was a major flaw in the eyes of any 12-year-old – they were sensible. And they quickly pointed out flaws in my mom's plan.

Mainly, they pointed out the fact that all that traveling between parks would take up x amount of time, and it would mean that, even over three days, I wouldn't get to see everything. As they were the adults, they came to a conclusion they were all happy with – one park, one day. As long as I got to see everything.

Again, I was bribed. This time in the form of ice cream. Hey, you aren't 12 forever, and you have to take your advantages while you still can.

Not a Small World After All

It's A Small World was charming, as was Pirates of the Caribbean. The flying elephant? Maybe a little overrated. Regardless, the dreamer in me was at peace, and as long as we just kept on going, I was happy. As it turned out, me, my mom, and my grandparents made a pretty good team.

When it comes to creative strategy, I’m a freelance writer of over 11 years. And I’ve had plenty of experience when it comes to conceiving ideas for copy before rewriting and editing to ensure they work on the page.

I also have a Master’s Degree in Film, during which I wrote scripts for the small screen. So I know all about conceiving ideas and applying creativity to the written word.

Bridging the Gap

Now, how about this Disney method? Let's begin by discussing its purpose - to bridge the gap between imagination and reality.

To prepare for this strategy, the first thing to do is assign your team a target. You start with a dream, with the end goal of making that dream a viable one. You probably recall the famous Walt Disney quote, ”If you can dream it, you can achieve it.”

Next, separate a room (or a virtual room if your marketing team is based in more than one location). The first part of the room is for dreaming, the second part is for realism, and the third part is for criticism. This prepares the team to switch from one thinking mode to the next.?

This process is broken up into:

• The Dreamer
• The Realist
• The Spoiler

Let's look at these one by one.

1. The Dreamer

This is the group that is allowed to fantasize. They're free to come up with the most wonderful and fantastical ideas for your copy or marketing campaign. There's no filter. Just raw, and wonderful, and even slightly weird ideas allowed to come through at will.

It's essentially a creative method that allows the most imaginative among you to dream in unfiltered fashion. They should be free to dream so big that’s the idea of achieving it is almost impossible to imagine.?

Dreamers simply need enthusiasm and passion, and the freedom to dream. In a typical meeting, dreaming is sometimes frowned upon, stunted by the hard hand of reality being slapped across the face of the dreamer.?

Welcome to a world where dream slapping is banned. Sure, some of the ideas presented in the Dreamer stage may be terrible. But all it takes is one golden nugget to create something truly special.?

If you're a Dreamer on your team, have you an idea for a headline or a case study? What about a slogan for an ad campaign? Don't keep it inside. Put it out there and see what happens.

2. The Realist

Here’s where the Realist looks at the Dreamer and says “hmm, yes, but is it possible?” And yes, at least one of those ideas conceived in the Dreamer stage could be about to get a harsh dose of reality.?

That doesn’t happen right away, though. You should at least spend some time discussing whether the ideas you came up with are viable. And the dialogue should still be constructive.?

3. The Critic

Once you have a plan for turning one of your dreams into reality, the critic offers constructive critique to find weak points in the plan and reasons why it can't work. They turn on their problem-solving hats and look for solutions to make your dreams fully viable.

The above is the creative method used by what is perhaps the world's most creative company. Try it, and you may just unlock the door to a whole host of ideas that take your copy and your business into the next stratosphere.

I'd love to get to know you and your business and help you get started using my techniques right away. Do you want copy that tells a story and gets your prospects excited about your products or services??

If so, drop me a message?here on LinkedIn, via my website at www.jacksonkellycm.com, or email me directly at [email protected].