Would you agree?

Would you agree that there’s no such thing as total creativity?

Here’s what I mean.

You have a thought.  That thought turns into a word.  That word turns into a deed.  So really the original thought is the seed to all that you are and all that you do.

Simple but true, no?  Think about it if you like.

But where does that thought come from?

Some thoughts are simply a bringing together of unrelated parts to form something new.

So, you have a “new” idea.  A “new” thought.

But is it?

Isn’t it simply borrowed from your experience so far?  All that you have ever been exposed to during your lifetime?

On the whole, I’d say yes.

Some people, some geniuses, actually “receive” information.  New, unrelated thoughts.  Some musicians, some artists, some writers and others feel that they are simply a medium through which the music, the art or the words come through.  From where?  From whom?  That’s your personal business and not for me or anyone else to declare.

Perhaps we may call that total creativity – and it’s rare.  Rare and beautiful.

But on the whole creativity is simply bringing together unrelated parts to form something new.

As a copywriter, creativity is a must.  The best bit though is that it can be learnt.

Yes, you can learn to be creative.

How?

By observing, borrowing and synthesizing all the methods and strategies being used already outside the business or industry of the one for which you are writing copy for.

Here’s an example.

You are a looking for a creative angle for selling the services of a dog grooming business.

How about looking at the way that train travel is sold?  Trains?  Yes, trains.

Can we really compare a dog with a train?

Well, if you think about it, what is a season ticket?

Paying for a year’s worth of train travel in one fell swoop to get a discount.

It’s similar for gym memberships.

Whether you go to the gym for a full year is up to you.  But the gym owner is guaranteed a full year’s worth of non-refundable fees.

So why not offer a “season ticket” for set periods of time for dog grooming?  Whether the dog owner bothers to turn up or not, (or for that matter whether or not the dog is still around) the dog grooming business owner is guaranteed X months’ worth of paid fees upfront.

The added benefit being that the dog owner feels that they and their dog belong to something.  It also develops a certain amount of loyalty.

Creativity is about observing, borrowing and synthesizing.

And don’t worry about total creativity.  Leave that for the enlightened.

Rachel Goodall