How to Choose the Best Copy Idea When You Have 12
The Angle Filter to Stop Debating and Start Converting
10X Writer #32
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When Your Problem Isn’t Blank Page Syndrome
Most copywriters don’t suffer from blank page syndrome.
They suffer from too-many-damn-angles syndrome.
You know the feeling.
You brainstorm 10 hooks.
Each one is solid.
You’re proud of them.
You can almost hear the clicks rolling in.
And then—
You freeze.
You second-guess.
You start writing one, delete it.
Start another, abandon it halfway.
Suddenly, the problem isn’t coming up with ideas.
It’s choosing which one to trust.
This is where creative chaos turns into copy paralysis.
And left unchecked, it kills your momentum. Your confidence. Your launch.
Here’s the fix:
A simple 5-filter process that helps you cut through the noise, pick the angle that’s most likely to convert, and move forward without regret.
Not based on vibes.
Not based on which one sounds smartest.
But based on what actually works.
Let’s break it down.
Why This Happens—and Why It’s Not a Problem
If you’ve ever felt stuck between five great hooks, you’re not doing it wrong.
You’re doing it too right.
Having multiple solid angles isn’t a weakness. It’s a sign your brain is actually doing what it should—seeing possibilities, patterns, paths. That’s what good copywriters do.
But the trouble starts when we don’t know how to decide.
And worse—when we waste hours (or days) trying to decide.
So, idea overload isn’t the problem.
Indecision is.
That’s what this post helps you fix.
Let’s move into the first filter.
FILTER 1: Which Angle Makes the Sale Feel Like the Next Logical Step?
Before you look at tone, length, cleverness, or emotional appeal—ask this:
Does this angle make taking action feel obvious?
Not exciting.
Not poetic.
Not “cool.”
Just… inevitable.
This is where a lot of writers get stuck.
They chase the best angle instead of the one that moves the reader.
Here’s how to spot the difference:
Let’s say you’re selling a course on building a freelance writing career.
You’ve got two angle options:
“How I Went from 0 to 6-Figures as a Writer—Without a Website, Niche, or Luck.”
“Why Most Writers Waste Years Before Figuring This Out.”
The first one? Clear transformation. No jargon. Reader sees the payoff and thinks: “I want that.”
The second? Vague curiosity. Slower burn. More cerebral.
Which one makes the sale the next logical step?
Almost always: the one that gives the reader a clear, specific outcome.
This filter isn’t about choosing between “good” or “bad.”
It’s about choosing the one that shortens the distance between your idea and their action.
Think of it like this:
If your copy angle were a bridge, would the reader gladly cross it or stop to check if it was stable?
When in doubt, go with the one that makes clicking, buying, or booking feel like a no-brainer.
FILTER 2: Run It Through the 3F Test—Fear, Frustration, Fantasy
If your angle doesn’t poke something real, it won’t move anyone.
This is where the 3F test comes in.
It’s simple, fast, and brutally effective.
Your angle should tap into at least one of these:
Fear – What are they afraid will happen if they don’t act?
Frustration – What are they sick and tired of dealing with?
Fantasy – What do they secretly wish was true?
Here’s the magic, though:
The best angles hit two out of three.
The great ones? All three.
Let’s take an example.
You’re writing for a habit-building ebook. Which of these hits harder?
“Build better habits.”
“Stop breaking promises to yourself.”
The second one hits frustration (self-sabotage), fear (loss of self-trust), and fantasy (finally becoming the person they know they can be).
That’s a 3F winner.
And here’s one more advanced insight most people miss:
Fantasy isn’t always aspirational.
Sometimes, it’s the fantasy of never dealing with something again.
Like:
“Never write another awkward cold pitch again.”
“Finally, sleep without your mind racing at 3 AM.”
It’s not always about the dream.
Sometimes, it’s about the escape.
So, when you’re stuck between multiple angles, run each one through this test.
The one that stings a little? That’s the one to bet on.
FILTER 3: Match the Angle to the Reader’s Awareness Level
Here’s a quick way to waste a great angle:
Use it on the wrong audience.
Even the strongest hook will fall flat if it doesn’t match where your reader is in their journey.
This is where awareness levels come in.
You don’t need a deep dive into Eugene Schwartz.
Just use this one-line cheat sheet:
Now let’s bring it to life.
Say you’re promoting a cold email course.
If your reader is problem-aware, an angle like: “Why no one’s replying to your emails—and how to fix it” will stop them mid-scroll.
But if they’re solution-aware, you’ll get more traction with:
“Steal the 3-email sequence I used to land 12 clients last quarter.”
See the difference?
It’s not about better or worse.
It’s about fit.
When you match your angle to what your reader already believes or suspects, it doesn’t feel like persuasion.
It feels like clarity.
So before you move forward, ask yourself:
“What does my reader already know—and what do they need to hear next?”
Write to that.
You’ll get fewer bounces and more “I need this” clicks.
FILTER 4: Compare It to Proven Winners (Not Just Your Gut)
Here’s a hard truth:
If your angle sounds pretty good in a vacuum, that means nothing.
Because readers don’t see your copy in a vacuum.
They see it next to emails, ads, social posts, headlines, notifications, open tabs—and distractions you can’t even name.
That’s why one of the fastest ways to pressure-test your angle is this:
Put it next to proven winners.
Swipe files exist for a reason.
Not to copy. But to calibrate.
Let’s say you wrote this for your sales page:
“Learn how to write high-converting copy in 30 days.”
Now put it next to:
“Write words that sell—without sounding salesy.”
or
“The copywriting shortcut 7-figure coaches swear by (and beginners never learn).”
Still confident?
Sometimes you don’t need a full rewrite. You just need to raise the bar.
Here’s a quick test:
Find 3 high-performing hooks/angles in your niche.
Put yours next to them.
Ask: “If these were side-by-side in a feed, which would I click first?”
If yours doesn’t win—rewrite.
If it blends in—tighten the edge.
If it still feels strong—go.
This filter kills the ego and builds instincts.
And that’s exactly what sharp copy needs.
FILTER 5: Gut Check—Would You Keep Reading?
Here’s the final test. No frameworks. No psychology.
Just you, your screen, and the truth:
Are you genuinely excited to keep writing this angle?
If you’re bored… your reader’s gone.
If you’re second-guessing every line… they’ll feel it.
But if the words start flowing, if the copy feels like it’s clicking into place—that’s your sign.
Because at this point, you’ve already:
Filtered for clarity
Hit the right emotions
Matched awareness
Compared it against proven angles
Now it’s about momentum.
And momentum doesn’t come from logic.
It comes from energy.
Sometimes the “right” angle isn’t the most strategic one.
It’s the one you’ll actually finish writing today.
One last reminder:
You’re the first reader your copy ever meets. Don’t ignore your reaction.
You Don’t Need More Ideas—You Need a Filter
Great copy doesn’t come from having the best ideas.
It comes from knowing how to choose the right one.
So the next time you’re staring at a dozen decent hooks, don’t spiral.
Run them through the filter:
Does it make the next step feel obvious?
Does it hit fear, frustration, or fantasy (or all three)?
Does it match the reader’s awareness level?
Does it hold up next to real-world winners?
Does it feel alive when you write it?
If it passes most of those, you’ve got a winner.
If it doesn’t—dig deeper.
And remember:
You don’t need more ideas. You need to know which idea deserves the stage.
Build that instinct, and the guesswork disappears.