Cooking up the Copy.

One of my colleagues once told me that writing is about feeling, not thinking. To a large degree this is true. Previously when writing, I would always think about how the copy should be written, only then to overthink it. Writing should come from your gut instinct.

How does it make you feel?

‘The same way the recipient would feel’ is the correct answer. It’s hard to put any emotion into your copy if you overthink it. So it becomes stale, devoid of feeling.

If you think about it too much, either your mind can enter a loop, or you go off brief completely. Basically you go around in circles. Write ‘hot’ with this gut instinct. Pour it out.

Then let it simmer. Leave for 20 minutes until cool.

Go out and refresh your mind for as long as your deadline will allow. Now you can edit the copy cold, with fresh eyes.

How do you feel now?