Quite simply, nothing. And everything. Yeah, this is going to be one of those posts where I make it hard for you. There's no right answer to this one, so I'm going to tell you what I think. Then, if you want, you can tell me I'm totally wrong. That could be fun to try. I like arguing my thoughts. Just ask my girlfriend.
I think a good idea, quite simply, is a good idea. You know it when you tell someone. They know it when you tell them. The person eavesdropping but pretending like he's reading a magazine knows it too. It's why I'm writing this blog post. My girlfriend gave me the good idea to write it and as soon as I heard it, I knew it was the right way to go.
If I had to qualify it though, how would I do it?
1. It's relatable. "It's so easy, a caveman can do it." Oddly enough, the genius in that advertising campaign is that it describes itself. Sure, it degraded into an awful mess of a TV show, but those commercials were funny when they started out. Why? Because they were so understandable, anyone could get it.
Like a caveman. Right?
2. It's enjoyable Sure, this isn't necessary, but if we're talking about coming up with ideas to try to sell, it's necessary. Entertainment sells. Nothing else. Stories are made or broken by the attention span of the intended audience. Do everything you can to keep them from being distracted by shiny things.
3. It's tailored The last one leads into this one. If you know who your audience is, you know how to play to it. It's especially helpful if you're a member of the audience that you're writing for. You know what you want, so give it to other people.
There's more we could cover, but I think every great idea touches each of these points.
Are there any I missed? Any you don't agree with?