Three steps to new copy 31 March 2009
People sometimes ask me where I get my ideas from. They want to know how I go about creating new content for business. Do I sit slaving over a hot laptop or frowning at a pile of papers? Yes. Frequently. But that’s not all.
Make like Picasso
Or any artist, really. I try to look at an idea or issue afresh. That also includes thinking about it from another person’s point of view. Seeing things from a different angle can bring up all sorts of interesting ideas.
See what’s on the canvas already
So you’ve got something to write from scratch. Is the canvas really as blank as you think? I find even old info can provide useful background and ideas. Play with it. Reverse the formula and look at your old copy as a starting point for doing the very opposite.
Paint a picture
Tell us a story. We’re programmed to listen to them. See what you can use to craft into copy, whether it’s making a website more interesting or turning a brochure into something more memorable. What tales can you include to bring your copy to life?
So that’s copy with a twist. And the art of getting people interested.
Written by Camilla Zajac
Camilla Zajac is an award-winning copywriter dedicated to uncovering what’s exciting and unique about organisations and empowering them to communicate that with impact. Learn more about copywriting services from Green Light Copywriting.
