Before 57
G
Try writing down the key facts on Post-It notes or an A3
pad . . .
G . . . then group them in different ways to see what themes
emerge . . .
G . . . then order the themes to create a rough structure.
G The better your plan, the easier your writing.
Originality
Helmut Krone, one of the greatest advertising art directors of all
time, said, ‘Until you’ve got a better idea, you copy’. What he
was getting at was that you learn a lot by mimicking your heroes.
There’s nothing wrong, and everything right, in taking a pro-
fessional cue from those with more knowledge and experience
than yourself. If you can find such people, try to establish a con-
nection because their input will accelerate your professional
development in a way little else can.
This leads to a larger point con-
cerning the role of originality in
copywriting. Basically it isn’t as
important as you might think.This is
commerce, not art. And let’s be
honest, how many ideas are genuinely original? Very few. Does it
matter? Not much. Indeed, it’s been said that originality only
became ‘important’ as a result of changes in copyright law
during the eighteenth century – in other words originality is
more to do with charging royalties than breaking new ground.
Whatever the truth, the important thing is to either acknowledge
your sources or (as Einstein recommended) successfully disguise
them. We all mix, match, cut and paste when it comes to gener-
ating our so-called new ideas. That’s what creativity is – the
bringing together of unrelated ideas and the creation of a pre-
viously unimagined connection between them. There’s a great
quote from film director Jim Jarmusch on this very subject:
either acknowledge your
sources or successfully
disguise them
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58 brilliant copywriting
Nothing is original. Steal from anywhere that resonates with
inspiration or fuels your imagination. Devour old films, new films,
music, books, paintings, photographs, poems, dreams, random conver-
sations, architecture, bridges, street signs, trees, clouds, bodies of water,
light and shadows. Select only things to steal from that speak directly
to your soul. If you do this, your work (and theft) will be authentic.
Authenticity is invaluable; originality is nonexistent. And don’t bother
concealing your thievery – celebrate it if you feel like it. In any case,
always remember what Jean-Luc Godard said: ‘It’s not where you
take things from – it’s where you take them to.’
(Reprinted courtesy of MovieMaker Magazine – www.MovieMaker.com)
So to be a brilliant copywriter you
don’t need to be a brilliantly original
thinker; instead you need to be a
brilliant collector of other bits of
brilliance. The solution to most
copywriting problems is common
sense expressed with genuine enthu-
siasm. In the real world, commitment and competence usually
trump creativity.
In a nutshell:
G Mimic your heroes.
G Take inspiration from anywhere and everywhere.
G You don’t need to be brilliantly original thinker.
G You do need to be a brilliant collector of other bits of
brilliance.
the solution to most
copywriting problems is
common sense
expressed with genuine
enthusiasm
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