Writing Creative Copy: How to Get Inspired
As a copywriter it is easy to say that writing creative copy is fun. Usually. And coming up with new and original ideas is great. Most of the time. But it can be challenging to be creative on the spot, especially considering the past year, when we have all been challenged to deal with our ‘new normal’ — including social distancing, staying at home for most of the time and not being able to do the things we used to do. So what do you do to get creative? Of course there is no recipe for inspiration, but let me share some of the things that spark my creativity. Maybe they will inspire you too.
Competitor Research
When I am challenged with a new project or a new campaign, I tend to start with a browse through our main competitors. I have signed up for a lot of different newsletters, so it is super easy to check my inbox and collect a lot of information. I even sort them by season, category or retail holiday to make it easier to find exactly what I am looking for. Of course, email is only one channel to check out. I also browse through homepages, social media, magazines and catalogues to get inspired. It helps me to set the mood and come up with new ideas.
I have to admit, I don’t only peek at competitors messaging strategies when I’m at the beginning of a new project. I basically do it on a daily basis and also at a higher level. I want to know what’s out there, to stay in the loop and get a feeling of new trends, new directions and go-to examples — so that I’m prepared when I look for something more specific. It is also worth noting that other companies are important to look at, especially if you’re looking at strategies, such as brand loyalty, brand perception or brand identity. There are plenty of great companies out there that don’t focus on furniture but help me to get inspired.
The Right Setting
It is safe to say that inspiration can come from everywhere and anywhere. To be honest, my most creative ideas usually don’t come when I’m sitting in front of my laptop, staring at my screen. To be precise, it is the exact opposite — the harder I try the less creative I am. I get most of my inspiration when I am out and about, when I’m travelling or when I’m not specifically thinking about certain messagings or certain strategies. Of course we can’t always go abroad when we need inspiration, but I think it is worth understanding what kind of setting sparks your creative mind so you can react accordingly. Maybe it’s enough to go for a walk when you feel stuck — it definitely clears the head. Or in my case, I get super inspired when I ride my scooter, cruising through the city and Berlin’s Umland. There is something about it that makes me very focused and very creative. Maybe it’s the fact that I can’t get distracted or that I don’t have anyone interrupting me, but I can definitely focus on my creative mind.
Know your Creative Peak Times
I have always been a morning person, whether it was at university or now at work — I am the most productive and most creative during the morning hours. Not too early of course, but there is nothing better than starting the day with a good cup of coffee and a fresh mind. I like to compare it with a blank piece of paper that is ready to be filled with inspiration. I don’t get distracted as easily, and I don’t feel stressed or time pressured. This is the best premise for being inspired to write creative copy.
For me, inspiration also comes right before I go to sleep. After a long day, my mind is able to wander off and think beyond tasks, projects or assignments. This may not be a secret tip of course, but it is still helpful: I always have a pen and a notebook at my bedside table, so that when I stumble across the perfect headline for the next campaign or a brand name proposal, I can note it down right away. This way I can also make sure I dont forget about it by the time I wake up the next morning.
Essentially — no matter what time — it’s important to understand that inspiration can’t be around 24/7 and that’s OK. We don’t need to be creative all day. The key is to acknowledge when your mind is most open for inspiration and schedule your work around it. For me, that means, when I am working on concepts or anything that involves high level creativity, I try to get my head around it in the mornings.
Mind Maps
It might be cliché to say but creating mind maps, whether old school on paper or in a modern digital format, help me not only sort my thoughts but get inspiration for new ideas. It is super easy, super productive and can help you get from one point to another. You can literally draw conclusions and connections that might not have been obvious from the beginning, but mapping them out and seeing them visually helps to create a structure or patterns that might open up new directions and thoughts.
It’s also worth mentioning that inspiration and getting inspired by no means has to be a one-person job. Quite the contrary, actually. At Wayfair, we usually take part in collective creative workshops or we team-up to concept new campaign ideas because we know that creative collaboration is one of the most effective ways to share inspiration and get even more creative. Which brings me to my next and final point:
Conversations
Sometimes, when I am not feeling particularly inspired, I tend to procrastinate. When that happens and I dont have the idea to shake out of my sleeve, I reach out to either my peers or my friends and family and get into a conversation. Saying things out loud and discussing ideas that might be good but not quite there yet, or even things I am struggling with, helps a lot. Getting a second and third opinion, or asking related questions certainly helps to understand potential problems and might open up new opportunities for inspiration. It’s those conversations that I truly value because, as I mentioned above, I don’t think that creativity is a one-(wo)man show. What I have learned over the past few years is that creativity is all-too-often a combination of different inspiration angles, and is therefore a group or team effort.
All in all, I can definitely say that inspiration comes from many different sources, and what might be inspiring to me might sound uninspiring to others. It is clear that there is no straightforward recipe but understanding how, when and why you get creative is definitely key.
