Brainstorming – Narrowing the Field

Sometimes having too many options isn’t a good thing. While beginning a project with a solid brainstorming session can help you think outside the box and explore avenues that may not have been front of mind to begin with, without being able to narrow down your list you won’t be any further ahead.

I recently faced this challenge when looking for a simple header for a client. What started with a short list quickly escalated until I had three pages of scribbles in my notebook – the biggest problem was that since they were all MY ideas, I thought they were all solid gold.

Which leads me to my first piece of advice.

Step back

Give it a few hours or a day and then come back to your brainstorming notes with fresh eyes. Things that struck you as pure genius yesterday will have had time to settle and may now come across as almost laughable. The ideas that still stand out to you on your second or third pass? Those are the ones you want to invest your time into.

Ruthless cuts

Now is when you spin each idea on its head, think it through to completion, and see whether it will work. Anything that doesn’t gets culled – keep crossing off at will until you’re down to just a few solid options.

Play devil’s advocate

Argue against your own ideas (yes, I realize you’re arguing with yourself here). It’s the only way you’ll truly be able to defend your ideas. Knowing what people will say to dissuade you from going down a certain route will help you persuade them that it’s exactly the route they should take.

Pick your poison

Choose your best two or three ideas and play them out. Going with a cheeky headline? Think about how you’ll pull that through into your body copy and CTA. If you’re referencing pop-culture, will your audience understand it? If you’re using something that references a past brand event, how can you spin your idea to appeal to a broader market?

Make your pitch

Develop your best brainstorming ideas and set them out – then hands off. Your client (or manager) might simply pick an idea and let you run with it, or they could decide they like everything and tell you to go with your gut. Because you’ve already solidified arguments in your own mind, you’re ready to knock content development out of the park.

Then you write.