This is part of the #getcreative series of blog posts… a collection of thoughts by different professionals (on different blogs), centered around the topic of creativity. You can see a list of other #getcreative posts at the end of this one, or see the whole conversation here. If you’d like to join in, just write a post, tag it with #getcreative, and let people know about it on twitter.
I’m a fulltime professional copywriter. By trade, I help companies clearly communicate who they are, and what they do. I help companies build their brand, better reach their customers, and ultimately build a community around their products/services. I help them write better stuff, and be better companies.
Sitting down to write about creativity as it relates to my job, I had a lot of opportunities. I could have written about nearly any aspect of writing, from ideas to composition, even to grammar and revision. However, I’ve chosen to write about the creative process. It seems important because that’s where everything starts. Done well, the creative process lays the foundation for compelling and effective copy. Done poorly, it merely sets the writer up for frustration and disappointment.
I start each copywriting project with a planning/strategy session; this is where my creative process takes place. I ask questions to myself out loud, as well as parce ideas out longfrom with pen and paper. The message and tone of each piece reveals itself as I think about: What’s the idea here? Why is this cool, and Why does this make sense? How is this going to be read and How can I write it better? I don’t stop the process until I’m hit with such clarity, and infused with such excitement, that I can’t help rush to the computer to jot down ideas.
As you can imagine, once I do start writing I have a clear vision of where I’m going. All I have to do then is fit the right words into the right place, and make them occur at the right time. That’s as simple as figuring out a puzzle, and the end product not only reflects a tidy finish, but the power that only clarity of ideas can convey. I know what I want to say, and because I’ve already run it through my internal filters, I don’t mind saying it. Directly. And simply.
It’s like building your own house. As you put the layers on top of each other — foundation to frame, frame to finish — you have knowledge of what each one is designed to do in the context of the whole. You get how it’s constructed, you understand what’s required as you add to it, and you can easily fix any errors or leaks you encounter on the way. Once you’re done, you feel ownership over the final product, and appreciation for the exterior look as it represents the total effort. It’s the best you can possibly do, and reflects your power in its simplicity.
Writing is no different. If you take the time and effort to go through a proper creative process, you’ll end up with the most powerful, most clear, and best final product. It’s not magic, and there’s no fairy to grant you creative wisdom. Just work, effort, and dedication to seek depth and harmony in each sentence.
That’s how I #getcreative. You?
Other posts in the #getcreative series:
- Gwen Bell - Considering the Creative Process
- Dee Wilcox - My Creative Process
{ 8 comments… read them below or add one }
I really enjoyed reading your post in the #getcreative series, Brian! I’m a writer, too, but also a graphic designer, marketer, web geek, etc. I relate to writing the same way that you do - it flows like the pieces of a puzzle coming together when you give quality time to the creative process at the beginning. I’m wrapping up a series on my blog now called How to Be an Innovator and am planning on spending some quality time on the creative process this weekend so I can finish it out strong. Thanks for reminding me how important that is!
Hiya Dee. Thanks for stopping by, and for submitting your own #getcreative post. It’s fun to see some other folks getting involved.
You’re welcome, too, for reminding you of the importance of the creative process. Even as a professional with an understanding of what it means for my effectiveness, I’m continually surprised how I duck it, avoid it, or only realize later that I didn’t do it well enough.
It takes not only dedication to do correctly, I guess, but honesty to evaluate whether I did it sufficiently. Funny how that works.
Brian, hey! I love hearing about how authors work - it’s interesting to me to know you have what you consider a “proper” creative process. I guess mine is probably more focused on how to be “improper.” I have learned that having some structure definitely helps me find my flow, though. Thanks for helping jump-start this series!
Dee - I look forward to reading your Innovator posts. - @gwenbell
I agree with you Gwen — I find the subject of how authors work to be fascinating. The anguish they (we?) usually operate with sure makes for some entertaining stories/habits.
Tell you the truth though, I wish more followed a process similar to the one I laid out… and I think they’d decrease the anguish. Sometimes putting in dedicated work outpaces putting in lots of kinda-dedicated work.
Or like you, they could adopt an “improper,” outside the box approach. Either one, I guess, which is what makes these #getcreative posts fun to read :).
I moved to Denver in 2007 and planned on becoming a full-time professional copywriter. I got sucked up into SEO… and now social media… and it seems like the internet has other plans for me.
Copy is really, really hard. You really have to plan it out and have a strategy, as you say, or it won’t turn into a solid finished product that works.
I am learning a lot from social media (what kind of headlines and emotions work) and blogging (what kind of prose actually creates a response and what flops) - and I hope to tie it all together with what I’ve studied about direct marketing and copywriting to write some incredibly effective copy some day.
BRETT: Thanks for stopping by, friend… and contributing to the conversation.
I didn’t know that about your move here, but it fits. I’m often surprised at how many writers are out there, who never go fulltime (as planned). It’s certainly not lack of talent, but as you say, I guess things just shake down like that.
However, I like your blogging stuff lately, and from everything I’ve heard, you’re doing real well with social media and SEO. I’d love to see what you do with copy at some point down the road.
Copy is the core of it! It’s such a good skill to have. I got in interested in it in 2003 when I got this entry-level office job writing on-hold messages (ads) for corporate phone systems. Some of them were really dry (but still had to contain copy elements.. .asking people to check stuff out.. stay on the line) but a few of the clients wanted over the top, creative, funny messages and those really set my brain on fire and were fun to produce.
I’ve recently discovered two copywriters who I think are both quite inspiring:
@soniasimone is in Denver, she’s the editor of Copyblogger, and I really like her style.
@ittybiz is in the UK and she’s really great, too.
I don’t know how to explain them… but they have the emotional depth of a master mommyblogger in tandem with really refined copy skills and business knowledge.
Hi Bryan,
I found you through a search engine. I am wondering if you are the same Bryan that was on Bill Baren’s call the other day? If so, I would like to connect with you. If not, I still would like to connect with you. It’s always great to get in touch with other writers. I hope to hear from you soon!