Creative copywriting – breaking out of regular thinking patterns
No one doubts that a copywriter is a combination of a craftsman and an artist. In this article, we will check how to awaken the soul of the latter in order to create unconventional, original content. So what does creative copywriting look like? Find out all you need to know in this article!
Diligence and imagination
The medieval scholastic school gave birth to a beautiful expression: velle non discitur – you cannot learn to will. So while diligence depends on the individual and is constant throughout life, creativity is a subtle skill that every copywriter can use.
However, what does the reality look like? To put it simply, the current state of content on the Polish Internet does not look “creative”. Although there are exceptions, most texts are dry and squeezed into the narrow framework of the client’s requirements. Inventiveness is mainly suppressed by the volume of orders – it’s not easy to think outside of templates when we have 50 products to describe.
This state of affairs affects even the copywriter’s PKD, where artistic creative activity may raise formal doubts. Does this mean that the writer is doomed to arduous work so that in the end the monthly summary of characters with spaces agrees? Not exactly!
Creative copywriting affects the effectiveness of texts because it holds readers’ attention and stimulates their imagination, which leads to more conversions, purchases, etc. Creative copywriting affects the effectiveness of texts because it holds readers’ attention and stimulates their imagination, which leads to more conversions and purchases. e.t.c.
Companies have started to notice this, which is why they increasingly choose unique texts to show the unique character of their companies. This action goes hand in hand with other unconventional moves, such as a company mascot or crazy advertising videos. In other words, creative texts will become more and more important because it is the only solution that allows a company to stand out from the competition through content.
Is creative copywriting same as creative texts?
Unfortunately, we cannot be convinced that writing creative texts will work always and everywhere. First of all, readers are interested in specific information, so messages must be very simple and concise.
Creative copywriting is an art because it combines the challenge of achieving a marketing goal with an unconventional approach.
Unfortunately, creative texts do not have to bring results, because it is not so easy to keep and interest potential customers. Therefore, optimal results are a matter of appropriate measure and genius that allows you to neatly combine the marketing and artistic approaches. Unfortunately, creative copywriting and craziness cannot guarantee this.
When to use creative copywriting?
It is worth using creative copywriting where there is tactful room for improvement.
Certainly, the offer and price list are inappropriate places, because what matters here is the clarity of the message, not the surprise of the recipient. Background texts and category descriptions can also be problematic due to the amount of work a copywriter usually has to produce – plus there’s the issue of time and the number of readers, which isn’t usually overwhelming.
In turn, other content in which you can let your imagination run wild includes:
- slogans and advertising slogans
- sales content
- texts on the website.
Of course, it depends on the specific industry and target group, but the appropriate use of creative texts can bring juicy results.
However, as is usually the case in copywriting, there is no ready-made recipe for success. Creativity is an extremely subtle skill that brings results only when used at the right place and time. Moreover, it has a certain uniqueness, which is why the search for “creativity patterns” is an activity that is self-exclusive.
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