Creative copywriting – throw off the chains of schematic thinking!

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Nobody doubts that a copywriter is a combination of a craftsman and an artist. In the following article, we will check how to awaken the soul of the second mentioned in order to create unconventional, original content. What does creative copywriting look like? We will discuss it in today’s article!

Diligence vs imagination

The medieval scholastic school created a beautiful expression: velle non discitur – it means “you cannot learn to desire”. While diligence depends on character of every person and remains the same throughout life, creativity is a subtle skill that any copywriter can make use of.

What is the reality? To put it simple, the content that can be currently found on the Internet may not seem as “creative”. Although, there are exceptions – not all the texts are dull and “stick” to the client’s requirements. Invention is largely suppressed by the volume of orders – it is not easy to be creative when we have 50 products to describe.

This can affect even a legal copywriter, mostly because creativity may raise formal doubts. Does this mean that the writer is doomed to arduous work only to make the monthly summary of characters with spaces in the end? Not exactly!

Creative copywriting influences the effectiveness of texts, mostly because it catches the readers’ attention and stimulates their imagination, which results in higher conversion rate, purchases, etc.

Companies have started to notice it, which is why they decide to make use of unique texts more and more often – it certainly is a showcase of the unique nature of the company. This activity goes hand in hand with other unconventional marketing methods, such as a company mascot or crazy advertising videos. In other words, creative texts will gain importance as these are the only solution that allows a company to stand out from the competition in terms of content.

Creative copywriting = creative texts?

Unfortunately, one cannot become convinced that writing creative texts will work every time and everywhere. First of all, the recipients are interested in a specific piece of information, therefore the messages must be simple and concise.

Creative copywriting is an art. That combines the challenge of achieving a specific marketing goal with an unconventional approach.

Unfortunately, fancy texts do not have to be effective at all, mostly because it is not so easy to retain and arouse the interest of potential customers. Therefore, optimal results are a matter of appropriate measure and genius that allows you to neatly combine the marketing approach with the creativity. Unfortunately, writing tricks and creation madness cannot guarantee this.

When should I make use of creative writing?

It is worth using creative copywriting whenever there is a tactful place to show it.

Certainly, the offer and price list are inappropriate places, mostly because the clarity of the message is an element that matter. They should not surprise the recipients. Presell pages and category descriptions can also be problematic due to the large amount of content that copywriter often has to develop – there is a question of time and the number of readers, which is not usually overwhelming.

In turn, the different content in which you can let your imagination run wild include:

Of course, it depends on the branch of industry and target group, but the proper use of creative texts come to fruition.

However, as it usually is in the case of copywriting, there is no ready-made recipe for success. Creativity is a subtle and soft skill that only bear fruits when applied at the right place and time. In addition, it has a certain feature of uniqueness. That is why searching for “patterns of creativity” is an activity that is self-excluding.

Bart Ciesielski

Experienced copywriter who explores the secrets of marketing and positioning. In his articles, he refers to the contemporary achievements of psychology and the philosophy of language, creating cross-sectional content. As a member of the Content Writer team, he takes care of technological and organizational solutions that increase the quality of work. Privately, he reads a lot of books, learns new languages ​​and composes piano pieces.

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