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.
Lisa Banks says
Hi Slim, so true! Copywriting is truly intensive work, and that calls for lots of mini breaks throughout the day.
Slim Emcee says
Even as you seat in office on that machine, time comes when your mind is exhausted which call for a change in the working environment. Try taking a simple walk in the room or get out and seat under a tree. A copy writer must always search for inspiration.