On choosing the right ‘container’ for your idea

This week is a big one.

My oldest teen is heading off to university on Friday.

Gulp.

I’m smothering my many emotions with packing lists, shopping trips and throw cushions.

And trying to avoid all the feelings by asking the internet what to take and how the hell to fit it all into a mid-size family car.

Everyone recommends using big blue IKEA bags for packing (you know the ones).

They’re lightweight, take up minimal room and can be stuffed under a student bed when not in use. Genius.

And it made me think of a brilliant quote from copywriter Ann Handley (more distraction techniques).

She says when we’re writing, we should always ask ourselves:

‘Is there a better container for this idea?’

Just like the IKEA bags are better for uni packing than a bulky hard suitcase, could a how-to video work better for your idea than a 50-slide deck?

A Q&A article instead of an email?

An interpretive dance instead of a boring meeting? (Go on, I dare you.)

We all get cosy with our go-to medium of choice.

Mine, of course, is email.  But if I find my email is getting too long or stodgy then I’ll switch to another format pretty sharpish.

In our world of overload, sometimes the container is as important as its contents.  Get it right, and your ideas feel perfectly packaged and easily received by your audience.

But get it wrong and you’ve just got chaotic overspill.

I don’t think there’s any container quite right for holding all my emotions right now.  

But there’s a perfect fit for your idea - you just need to find it.