The 2,000-Year-Old Cure for Writer's Block

When you’re writing sales copy and you think you’ve said all there is to say about a product, try this 2,000-year-old technique that Aristotle invented and Shakespeare swore by.

It's called the "Topics of Invention" and it enables you to explore and elaborate on any subject through these 8 eye-opening lenses.

1. Definition – To what larger group does it belong? How is it categorized? How to use it persuasively:

Thinking about definition might lead one to copy such as: "Saw palmetto is a natural herb, so you know it's safe."

2. Division – How does the whole relate to the parts? How do the parts relate to the whole?

Questions like these could lead to: "The saw palmetto plant consists of the leaves, stems, seeds, and berries. We use only the berries, which are the richest sources of the active compounds."

3. Comparison – How does it compare and contrast with related items? What are the similarities and differences?

Such questions could spark: "Saw palmetto works in a similar way to the leading prescription drug for prostate problems. But it's less expensive, all-natural, and has virtually no side effects."

4. Relationship – What are the causes and effects (what comes before and what comes after)? What are the contraries and contradictions?

Which might inspire: "How is it possible that such a simple, common backyard herb can trigger such miraculous effects?"

5. Circumstances – What is possible or impossible? What happened in the past and what may happen in the future?

Which might lead to: "No matter what you've already tried that hasn't worked, it's possible to have a discomfort-free future..."

6. Testimony – What do authorities and witnesses have to say? What can be found in common wisdom, documented facts, etc.?

Which could trigger: "Look through the case studies and testimonials we've presented. And remember the words attributed to Hippocrates: 'Let nature be your healer.'"

7. Notations and Conjugates – I love this one, because I love wordplay. What is suggested by the actual words themselves, and the derivations of these words? 

Such questions could trigger: "Doesn't it make sense to try a 'natural' remedy, one that comes from 'nature,' from Mother Nature herself, of which we are all a part?”

8. Judgment – What about this is right or wrong? Good or bad? Advantageous or disadvantageous?

Which could evoke: "With healthcare costs spiraling out of control, is it right that we should have to pay for drugs when natural remedies like this grow right in our own backyards?"