Keeping in step with the season of bettering oneself, I sat down and thought of a few ways I could be a better copywriter this year.
1) Have more blog posts than Kate Franzman in the Pivot’s Top Ten Most Viewed Blog Posts of 2013 at the end of the year.
A little friendly competition never hurt, right? Last year, 8 of the top 10 most viewed Pivot blog posts were Kate’s. This year is going to be different.
2) Finally get a handle on that lay/lie thing.
Every year I pick one common grammar error to focus on and try to eradicate from my own writing/speaking. This year, I’m finally going to get myself sorted on laying the papers on Union’s desk, and lying down for a nap on Pivot’s new yellow couch.
Honestly, I have the present tense pretty much down already, but that past tense can really lead to some embarrassing situations at the annual GrammarCon.
3) Stop caring as much about grammar.
I know that’s a bit backwards given my previous resolution, but hear me out. As a writer, especially as a copywriter, caring too much about grammar can hamstring you. Would KFC’s “Finger Lickin’ Good” have quite the zest as “Finger Licking Good”? Would Apple really be that different if they said “Think Differently” instead of “Think Different”?
4) Stop caring as much about poetry.
I love language. The right words at the right time can have extraordinary power. But sometimes, the right words are simple, even bland. Think of how cliche’ “You’re In Good Hands” is, or how silly “Ho ho ho, Green Giant.” But now they’re iconic brands, and everyone can sing the Green Giant slogan. Not every sentence has to be Shakespeare to get people’s attention. It just has to be honest.
5) Write by hand more.
Joshua and Melissa always sketch ideas by hand before going into Adobe Illustrator. There’s a certain organic quality to writing and especially concepting that really comes out when writing by hand. It forces you to slow down. It makes the words tangible, and forces connections and cognitive leaps that don’t happen when you’re simply watching letters appear from the touch of a button.