Copywriting And Creativity Don’t Always Mix

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A copywriter doesn’t have to be creative.

What’s more important is being curious. And best of all is when the curiosity of the copywriter explores what’s on the mind of the prospect.

Copywriting can’t help but involve a bit of creativity. After all, creativity is the source of the ideas that drive the actual writing.

The core creative task of the copywriter is to focus on ways to connect the prospect and product.

This creative process can begin in a wild outburst. It can fly off in countless directions. The copywriter’s curiosity rages. Imagination soars.

According to Rollo May, this is how imagination works best…

Imagination is an outreaching of the mind. It is the individual’s capacity to accept the bombardment of the conscious mind with ideas, impulses, images, and every other sort of psychic phenomena welling up from the preconscious. It is the capacity to dream dreams and see visions, to consider diverse possibilities, and to endure the tension involved in holding these possibilities before one’s attention. Imagination is casting off mooring ropes, taking one’s chances that there will be new mooring posts in the vastness ahead.

These “new mooring posts” become the copy.

After the copywriter’s wild and imaginative ride, a practical, disciplined structure starts to take shape. Strong possibilities survive. Weaker ones are discarded, or set aside for possible refinement.

Rough drafts become less rough. An entirely new creative process unfolds with the editing. Sentences are chopped into pieces. Paragraphs are moved. Bullet points are reordered. Verbs are strengthened. Headlines are discarded and replaced.

The “diverse possibilities” Rollo May encourages us to explore turn into a piece of copy.

You wind up with a collection of good reasons why the prospect should take immediate action.

And if the copy is really good, the prospect never even thinks that what you have written is creative.

All he can think about is how much he wants the product.

 

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