Writing is a process. Duh, I figured I’d point out the most obvious thing first. But bear with me.
Ideas don’t come to you. They are made, like people. When two ideas love each other very very much they decide that they would like another idea to come into this world. So they make a new idea. And that my fellow reader is how ideas are made. They are combinations of ideas merged together in different ways (like cooking for example) to create ‘unique’ things.
But that word ‘unique’ is a curious word. Also its cousin ‘originality’ is worse. Both words (according to the dictionary on my computer) mean “the first of its kind”. That obviously flies in the face of my definition of ideas. So I’ll defend: ideas cannot exist as something unique or original, they have to have precedent. If an idea was to truly exist on its own as something unique, then no one would understand it because we need the precedent knowledge to understand it, and create it for that matter (hope that makes sense).
So, no idea can exist by itself. It needs to come from somewhere, and have other ideas preceding it. Consider a laptop for example. It is a keyboard merged with a computer and then merged with a TV screen. It could have never existed without the previous inventions existing before it.
I bring this up because ideas don’t come to you. They are created. Also if you are trying to create something orignal or unique that “no one has ever seen before” good luck, but I doubt it’ll happen. Don’t think that I’m claiming to set the bar low, instead think of it as being realistic, literally.
How to create comes from being a mad (mental) scientist. Instead of chemicals you have ideas, merge them shape them differently and take them into unfamiliar places. That will make them seemingly ‘unique’.
As far as how you write, or how to learn how to write. No one can teach you that. You have to learn what works for you. Some work better writing in public areas, some in private places. Some (like me) work better talking to other people to spark the imagination, others like to read or be by themselves. There is no wrong way, the right way for you is your own way. So when ever someone gives you advice on how to write best, I’d say listen and be polite you may learn something, but if it won’t work for your process then it won’t work.
The book cleverly titled The Copy Book published by D&AD is a great resource. It has an extensive list of copywriters who have their work profiled and talk about their writing processes. The book itself is large in size, and inspirational for any writer. By reading all about the writer’s process then viewing their work, it gives you an interesting insight into how they do what they do.
As a young writer I’ve found that by reading and studying the approaches and processes of writers (copy or otherwise) I have a better understanding on how to deal with and approach new challenges. Seeing as how every new project is different; your process in many ways won’t be consistent throughout. Being able to adapt your writing as needed to each new project and each medium in my opinion is key for any writer.
Alex the Copywriter 