Being faced with a virgin white piece of paper, without a clue what to put on it, is a common enough problem for every copywriter. But there are strategies you can use to overcome this frozen moment. Here are three that I use. They’re not definitive. All might not work for you. But any one of them can help kick start your creative juices.
Word Assembly. Write down all the words that you think are relevant to the subject. Start piecing them together in different ways. Switch them around a bit. See what happens. It’s like the ‘cut up’ technique beloved of William Burroughs and David Bowie. It suggests ideas.
Read Up and Walk. Read everything in the brief and supporting material. Do a bit of extra research. Then forget it all and go for a walk. Think about something else. Leave the problem to silently ferment. Before you know it, ideas will pop into your head. Thoughts indignant at being ignored will rush forward, jostling for your attention.
Just Write. Here’s a funny one. Just start writing. It can be about what you’re trying to say. It can be about related subjects. Don’t go back and refine. Just write and write and write. It’s a bit like unblocking a pipe. The idea will come when you’ve removed the rubbish and freed your flow.
There are other techniques too. But I’m saving them for a future post In the meantime, perhaps you could share your strategies. Let me know. How do you go about generating ideas?