I’ve been copywriting for the last 7 years. In my initial 3 years, I produced rubbish copies. I’m still at a fix on how the clients had approved them. From early 2017, I started to frame sentences that make sense, and people can connect. But those were not copies. In mid-2019, I surprisingly found the way that I’ve been trying to do for the last six years.
In my initial years, I
was making a mistake. I was trying to write something that was never thought
about or written before. The idea is to present something old in a way that
looks new. I was unable to give new ideas. I was writing sentences. I thought stealing from another copy is a
crime. I thought copying was stealing. But later I realized stealing is
something else. You take something from other people’s work and make it
completely new. It is stealing. If you copy, the chance of getting caught is
100%. But when you steal, only an experienced professional will be able to tell
where it has taken from. However, you have to fabricate it in such a way that
no one should understand it. I understood the importance of the phrase- old
wine in a new bottle.
In 2019, I realized
what the value of an idea is. Or, what an idea is? In mid-2019, I realized
copywriters should not only write copy but also give executable ideas. I’ve
recently focused on generating ideas from ideas. Ideas are everywhere, I
realized. We fail to catch them.
I also realized that
scavenging is the best technique to get new ideas. I try on scavenging for
copywriting too. There are very few copy lines that get generated without any
help from scavenging techniques. I scavenge everywhere to get copies and ideas.
It starts from conversations, quarrels, eavesdrops, old ads, new ads, videos,
films, interviews, newspapers, magazines, books, periodicals, songs, music
pieces, and so forth.
I realized that scavenging is the only way to find new ideas and copies. The more trash you have, the more chance of getting your things done.
(Source: Wikimedia Commons)
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