Ways to Push Your Copywriting to the Cutting Edge of Creativity

Creative copywriting is a cordial topic for any business to pursue. As the main goal of a copy is to attract people's attention, creativity becomes huge to deal. It's great that copywriting is more like an art, so we can freely spice it up with our creativity. But, how do we exactly deliver creativity in copywriting?

In the copywriting world, sometimes we get lucky that the brand and the subbrands themselves have the uniqueness that instantly attracts people's attention. Say Ben & Jerry's ice cream: how creative and appealing the way they name their products is. In these kinds of products, the copywriter just needs to echo the brand name.

But what if otherwise? So, for the sake of good sales, for sure we need to push ourselves by creative copywriting.

Unlike your writing experience in school, sometimes a copywriter HAVE TO bend the rules. According to Dominic Gettins(1), breaking rules is possible and can even be fun. Often, it can be the logical thing to do. This is usually be done for the youthful target market to cleverly saying something anarchic in an irrelevant commercial.

So, how should you start a creative copywriting, even to the extreme?

1. Explore, explore, and explore

If we get stuck and run out of ideas, it's important to remember that we should probably just see things more. Literally take yourself to see new views, new movies, new clips, new pictures, not just for the sake of copywriting job. Get a mini-vacation if you can't go to a big one, just a short tour to a museum will probably do.

When it comes to ideas, get back to learn the basic theory as well, because you may forget one or two small things that might be suitable in your new client case. But once you think you read enough, be like a piano player. Be strict with the rules during the training and forget everything during the concert.

2. Break the Grammar Rules ... in the right dosage

But, ... sometimes you can begin a sentence with this word. Or start with "because".

You can use a one-sentence paragraph LIKE THIS if it emphasizes enough the message.

In many cases, you can also simplify the message by only saying the fragment. Yes, no need for a full sentence with the exact Subject-Predicate-Object pattern.

As copywriting often just mimics the way people talk casually, we can also end our sentences (or phrases) with a preposition

Whatever works, it means it's a good copy anyway. However, this (ground) breaking rule might not work for a longer copy like in a magazine or in emails, or in any copy that needs you to do storytelling. Just like vinegar, use it as needed.

3. Show your own character

When it comes to putting your own taste in your work, it's only natural to do so because frankly, you can never do otherwise. As much as you want to imitate another people's style, your trace will still be imprinted.

In some shorter copy, there might not be plenty of room to expose your character, or in some cases, you should just follow the template from the previous one. However, being brave to show your own style will make your client notice how special your work is.

To train yourself showing your true colors and creativity, I find a piece of good advice from Andy Maslen in his book (2). He suggested that you should write, not just for a copy, but write about anything, be it a journal, book reviews, poems, songs, recipes, short stories, or even a novel. I think writing about your favorite movie or favorite product can be a good start.

4. Boost your sense of humor

If being witty runs naturally in your veins, congratulations! If not, don't be so quick to judge that you're not the funny one. Remember, it's all going back to creativity. Since the copy is not about you, it's for the audience and many of them like jokes, why not pushing YOU in this kind of limit?

"Humor is entertaining. In a world of clutter, you must entertain before you educate,"

said Arnie DiGeorfe, creative director, R&R Partners, Las Vegas in Fred K. Beard's book (3).

Still in the same book, Beard quoted Steve Slais, co-creative director, Kupper Parker Communications, Inc., Saint Louis, MO, that,

"Humor is a form of entertainment and works not only to keep consumers from changing channels but also to help them remember the advertisers. If the advertisement is funny enough for people to talk about, you just got a lot more for your money."

Bear in mind that the genre of the humor you present will depend on your target market. A dark humor might not be quite suitable for baby products, for example. But again, don't let the limit restrict your creativity.

5. Join the club!

If you're already in a particular team of copywriters or copywriter-business people, you're lucky for getting close to frequent brainstorms. If you're now just single-and-available, rest assured!

You can always talk to fellow copywriters as easy as finding a new friend online. Share with each others on the story of how you got started, how you usually get ideas, etc.

One thing to remember is always stay positive during each conversation, because, of course, they are not your therapist. You can ask about your current situation, just don't be so demanding when they don't seem to come with a satisfying answer.

The rule will be slightly different if you're in a forum that you paid to get a training in. Still, develop a good sales cycle communication even though they are not your official partners.

Keep it fun but remain professional and responsible.

This way, you will be one step ahead to be more popular as a copywriter. Who knows, they might show you the way to the new tasks and jobs as well!

References

1. Gettins, D., 2006. How to Write Great Copy: Learn the Unwritten Rules of Copywriting. Kogan Page Publishers

2. Maslen, Andy, 2019. Persuasive Copywriting: Cut Through the Noise and Communicate With Impact. Kogan Page Publishers

3. Beard, F.K., 2008. Humor in the Advertising Business: Theory, Practice, and Wit. Rowman & Littlefield