I’m sitting at Starbucks working on copy for a client right now. Their About page is lacking, and I need a way to introduce some unique points about the company.
Ugh, I’m stuck. I don’t just want to rewrite the same thing every other website in this industry says.
Okay, time for a bathroom break. Less than 60 seconds later, I’ve got it! The perfect way to structure the points on the page so they speak the story of my client. If I had just pounded away at my keyboard, I would’ve wasted time and ended up with less powerful copy.
As a copywriter, it’s sometimes challenging to come up with a new thing to say about the same old thing everyone else is saying on their websites. But I can’t abide over-buzzworded sites. Unless a page speaks to me in a unique way, I feel it’s just lazily done. To the chagrin of my more practical husband, I will spend eons of time on a project until I feel I get it just right. (Which he wouldn’t normally mind, except that I don’t like to bill over a quote if it’s just because I’m stuck on how to create the “story” of the page. That’s my job, and that’s what I included in my estimate. Which means I sometimes put in more work than what’s compensated for.)
So, that’s today’s tip. Whether you’re a copywriter or a designer, if you’re stuck on something, take a break.