After decades of writing marketing copy and content in every medium in our time-space continuum, I have been asked about my “copywriting process.” For visual learners, I try to capture it in this chart.
- Study creative brief.
- Ask for clarifications.
- Feel sorry for myself and vow to quit copywriting forever.
- Sit butt in chair and finally write for 3-4 hours.
- Rinse and repeat until the copy is fantastic.
- Get genuinely excited about presenting and producing.
- Do so, then have knowledge of subject matter leave short-term memory forever.
My point of this almost-funny admission is this: procrastination (and even feeling sorry for yourself) can actually be part of the copywriting process. Because you are working during that time in the “red.” The sub-conscious is working. Always. So that when you return to the page, you’ve made more progress than you think. This tip can be boiled down to one thing:
Trust your process.
Walt Jaschek promises more process charts soon. Let’s hope his short-term memory holds out.