Post by devine on Jan 17, 2024 5:32:02 GMT
Natalya Kovrygina is a copywriter, book mentor, author of the book "The Everyday Life of a Copywriter", during the Creative Copywriting Conference she spoke about the popcorn principle and other rules or laws of creative copywriting. What does it take to create a cool creative? How to organize creative work for a copywriter to meet deadlines? And why do the laws of mathematics not work in creativity, as much as we would like them to? The answers to all these questions are further in the article. Every person is creative and creative. And if you don't know this about yourself yet, now is the time to convince you. Let's go! Forget about the muse, remember about the deadline The first rule is as follows: "Forget about the muse, remember about the deadline . " In fact, very often creative professions are mythologized, and it is believed that it is not for everyone, that you need to have a special talent or that God should kiss your forehead. Let's disprove these myths.
Forget about the muse, remember about the deadline Inspiration was invented by Phone Number List lazy people to explain why I didn't write anything today or didn't come up with anything today. After all, a muse is a guest who is late or doesn't come at all. And if it comes, then already when you are sitting and working. The muse is a bonus that awaits you if you, despite everything, started working. Creativity is algorithms, a system, a discipline. Of course, within this system there is an opportunity to somehow manifest yourself. Spontaneity is also appropriate. What we call the word flow. Yes, but this flow catches up with us only after we have worked or have been working for some time. Deadlines are our best assistants , because creativity does not work in complete freedom. Any limitations that exist in our profession help us. For example, SMS mailings used to be popular. And there was a limiter - the length of the SMS, and you had to stick to it. And of course, if we had 300 characters, it would be much easier to come up with promotional texts and slogans. But if you only have 80 characters, you strain your brain and try to come up with something effective, efficient, but at the same time very concise.
So the foundation of our creativity is not in some superpowers, but in the fact that we need as much information as possible. And this is really the gold of copywriting - information about the product, service, company, customers, competitors, own experience of using something that we write about. And if we have a lot of information, then we already have something to work with, without it - no. When the client does not provide us with information, we cannot do anything effective for him. The second pillar of the creativity formula is limitations, limitations in signs, advertising channels, etc. If it is a radio clip, then we understand that a person relies only on his own hearing. No image, no colors, no visual logo, only audio logo can be. That is, all limitations are not enemies to us, but friends, because they help us to show our creativity. And as proof that there is a system behind everything, here are such examples. Naming is coming up with names for companies, trademarks, and any projects. Let's talk about naming. This is the invention of names for companies, trademarks, any projects. Task – the client dreams of opening a restaurant and wants to come up with a name for it. There is such a card. What shall I do? If this person is not a copywriter, then he will simply sit in front of a piece of paper and write down some ideas. If this is a copywriter for whom this is a job, there are certain deadlines to finish the work and come up with options, then he can't just sit there and make up ideas. Focus and supporting tools are required. What can such tools be? For example, to analyze the names of restaurants that already exist in Ukraine, in five million-person cities. If we classify them, it turns out that 99% of the titles are built in the following directions: Ingredient. A dish. Drink. Own names.
Forget about the muse, remember about the deadline Inspiration was invented by Phone Number List lazy people to explain why I didn't write anything today or didn't come up with anything today. After all, a muse is a guest who is late or doesn't come at all. And if it comes, then already when you are sitting and working. The muse is a bonus that awaits you if you, despite everything, started working. Creativity is algorithms, a system, a discipline. Of course, within this system there is an opportunity to somehow manifest yourself. Spontaneity is also appropriate. What we call the word flow. Yes, but this flow catches up with us only after we have worked or have been working for some time. Deadlines are our best assistants , because creativity does not work in complete freedom. Any limitations that exist in our profession help us. For example, SMS mailings used to be popular. And there was a limiter - the length of the SMS, and you had to stick to it. And of course, if we had 300 characters, it would be much easier to come up with promotional texts and slogans. But if you only have 80 characters, you strain your brain and try to come up with something effective, efficient, but at the same time very concise.
So the foundation of our creativity is not in some superpowers, but in the fact that we need as much information as possible. And this is really the gold of copywriting - information about the product, service, company, customers, competitors, own experience of using something that we write about. And if we have a lot of information, then we already have something to work with, without it - no. When the client does not provide us with information, we cannot do anything effective for him. The second pillar of the creativity formula is limitations, limitations in signs, advertising channels, etc. If it is a radio clip, then we understand that a person relies only on his own hearing. No image, no colors, no visual logo, only audio logo can be. That is, all limitations are not enemies to us, but friends, because they help us to show our creativity. And as proof that there is a system behind everything, here are such examples. Naming is coming up with names for companies, trademarks, and any projects. Let's talk about naming. This is the invention of names for companies, trademarks, any projects. Task – the client dreams of opening a restaurant and wants to come up with a name for it. There is such a card. What shall I do? If this person is not a copywriter, then he will simply sit in front of a piece of paper and write down some ideas. If this is a copywriter for whom this is a job, there are certain deadlines to finish the work and come up with options, then he can't just sit there and make up ideas. Focus and supporting tools are required. What can such tools be? For example, to analyze the names of restaurants that already exist in Ukraine, in five million-person cities. If we classify them, it turns out that 99% of the titles are built in the following directions: Ingredient. A dish. Drink. Own names.