Is copywriting actually creative?

12 replies
I often find myself almost like a slave to the idea that what I do as a copywriter entails some form of artistry, that instead of trying to simply sell a product or a service I am trying to create a great idea. Can anyone feel me on this one? Would anyone consider themselves too good to create an infomercial style advertisement, even if they knew it would be the most effective?
#copywriting #creative
  • Jus' got slain for offerin' up mightachondrials.

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    cya WF.

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    Thing is, all I did was talk about bitin' into a yummy sausage.

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  • Profile picture of the author bluemotion
    Originally Posted by TheWriteStuff View Post

    I often find myself almost like a slave to the idea that what I do as a copywriter entails some form of artistry, that instead of trying to simply sell a product or a service I am trying to create a great idea. Can anyone feel me on this one? Would anyone consider themselves too good to create an infomercial style advertisement, even if they knew it would be the most effective?
    In my opinion a copywriter's job is to do one thing and one thing only. When I or you or anyone else for that matter reads a script they are looking for the 'What's In It For Me' factor.

    So any good copywriter 'sells' benefits, not a description of the product.

    I ask myself is it going to save me time, save me money, make things easier for me, improve my health etc. You get the idea!
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  • Profile picture of the author Oziboomer
    Originally Posted by TheWriteStuff View Post

    I often find myself almost like a slave
    Almost like a slave?

    For many people comparing writing to slavery might be offensive.

    To enjoy the freedom of choice.

    To enjoy freedom.

    Writing isn't slavery.

    Work isn't slavery.

    It is a bit like the common mis-use of the word "heroic."

    Be creative and enhance people's lives and enjoy your journey.

    Writing isn't a chore.

    Write with pleasure.

    Best regards,

    Ozu
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  • Profile picture of the author lynnswayze
    "I often find myself almost like a slave to the idea that what I do as a copywriter entails some form of artistry, that instead of trying to simply sell a product or a service I am trying to create a great idea. Can anyone feel me on this one? Would anyone consider themselves too good to create an infomercial style advertisement, even if they knew it would be the most effective?"
    1) No, I don't consider myself "too good" to take on a job. That being said, every established copywriter has a style and a type of client they fit best. I love working on info products and with consultants and solopreneurs.

    2) You have to remember that infomercials are so hyped because they're selling to a cold market. The advertiser has to take someone from problem unaware to buying in an hour's time. It's simply not possible without direct leads, bold claims, bold guarantees, and strong testimonials.

    Now, most of us aren't writing copy for cold markets. Your clients should have a marketing strategy in place (one would hope) to attract and nurture warm leads.

    3) I'm also amused. In terms of myers-briggs, you're definitely a feeler. You worry about being artsy and actually said, "Can anyone feel me on this?" Your ability to easily tap into and express your emotions is a huge asset in the copywriting world. Write copy that lets you do this.

    4) Point blank, I want to write copy that's effective. My JOB as a direct response copywriter is to write copy that sells. Period. If you want to be very creative and not be held accountable, try brand marketing.

    Good luck in your search for meaning. You'll find your place.
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    • Profile picture of the author Oziboomer
      Originally Posted by lynnswayze View Post

      1) No, I don't consider myself "too good" to take on a job. That being said, every established copywriter has a style and a type of client they fit best. I love working on info products and with consultants and solopreneurs.

      2) You have to remember that infomercials are so hyped because they're selling to a cold market. The advertiser has to take someone from problem unaware to buying in an hour's time. It's simply not possible without direct leads, bold claims, bold guarantees, and strong testimonials.

      Now, most of us aren't writing copy for cold markets. Your clients should have a marketing strategy in place (one would hope) to attract and nurture warm leads.

      3) I'm also amused. In terms of myers-briggs, you're definitely a feeler. You worry about being artsy and actually said, "Can anyone feel me on this?" Your ability to easily tap into and express your emotions is a huge asset in the copywriting world. Write copy that lets you do this.

      4) Point blank, I want to write copy that's effective. My JOB as a direct response copywriter is to write copy that sells. Period. If you want to be very creative and not be held accountable, try brand marketing.

      Good luck in your search for meaning. You'll find your place.
      Great observations and thoughts you've shared here Lynn.

      It is relatively easy to sell to a warm market and many marketers fail when they have sold consistently to a warm market and then think the same offer will convert to cold traffic.

      I've made that mistake personally.

      The relationship building process or pre-sell is something anyone selling anything needs to consider.

      It takes a high level of skill to take people through the early stages of engagement quickly and then move them into a buying state.

      This is probably why so many businesses fail in the first year because they can't build a following quicker than they run out of money.

      When you get into selling with words there is really a lot more than just copy and perhaps this is why the most successful writers are very selective when it comes to who they work with.

      Best regards,

      Ozi
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  • Profile picture of the author angiecolee
    No, I'm not creative when I create something. That concept is just plain bananas.
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  • Profile picture of the author FreelanceBaron
    I like to think I'm pretty creative. I mean, I have to figure out a way to properly work in someone's keywords into a coherent sentence, structure it in such a way it doesn't just run over itself, and make it sound unique, but not unique enough that readers don't understand I'm selling them a product. Not only that, but I have to make it sound natural, and all within 500-600 words usually.

    While I do creative writing on the side (I also sell e-books through self-publishing), Copywriting creativity is a different kind of creativity. To be honest I'll sometimes spend more time on 500 words than I would 5,000.
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  • Profile picture of the author Cam Connor
    Being "creative" isn't really that important... you just have to brainstorm logically what the best angles/hooks/USP's/benefits etc will be, rather than "get super creative with it". It's better to put yourself in the shoes of your audience, and just try to feel out what they want, then present them the copy in that way, and with a logical/scientific structure. Being creative/poetic occasionally is OK, but it's not what puts the money in the bank, ultimately.
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  • Profile picture of the author crisiswriting
    Well...I believe that writing creative is a 50\50 success when it comes to a great copy.

    Why? Simple. You can go creative only if the niche target audience wants it. As Cam said: "beeing creative isn't really that important". And that comes because it can be a great reader-keeper or it can be a complete "backdoor" for scanners.

    Nowadays, people are skeptical

    So, you really need to pay attention to their objections, wants, and desires.

    I believe that copywriting never had a creative approach. Why? It's NOT a style - it's a SCIENCE!

    Brainstorm logically to win emotionally.
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  • Profile picture of the author yukon
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  • Profile picture of the author Courage
    Copywriting is creative in the way that putting
    together a Swiss watch is creative.
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  • Profile picture of the author DavidGWelch
    I believe creativeness cames in different ways and forms, copywritting has its own kind of creativity, and we cant deny that. Of course, is not the same kind of creativity that you can find on someone that is painting something, or creating a movie.
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