As a copywriter, it feels a little strange writing a quick tip on how to write copy. In fact, we’ve had about six JP Quick Tips so far, and not once have I thought about writing a tip on writing. Well, here it goes:
The best quick tip to writing a brilliant idea is writing a lot of bad ones first.
When I was in college, I received some advice from a local copywriter. Advice that I, to this day, still follow with almost every project and it only takes a little more than 10 minutes. (Results may vary).
Think
What object/product/service are you writing about?
Stop Thinking
Grab a pen and some paper. Just write down any and all words, phrases and associations that come to
mind. Don’t edit, don’t censor – just write, for around ten minutes. Or as long as the ideas keep flowing.
Start Thinking Again
Now, take a look and edit.
What have you written?
What is the objective of the copy?
Who is the audience you are trying to reach?
What makes sense for the company’s overall tone?
You may have more than 100 terrible ideas that should never see the light of day, but chances are there is one great idea, or at least the beginning of one.
By Anna Gonzalez
Find her on Google+
Matt Madison says:
Two thoughts come to mind:
“I apologize for the length of this letter. I didn’t have time to write a shorter one.” — Mark Twain
Deliberate over important decisions until you’re sick of talking about them. You’ll arrive at a better outcome.” — The president of Gatorate talking about the development of their G Series product line, one of their best sellers ever.