The Greatest Goddamn Piece of Copywriting Advice I’ve Ever Read!

According to Schwartz, “creativity” is really “connectivity.” You can’t create anything out of nothing. You only iterate on something that already exists.

You connect.

1. Know your product and its people to the bone

Eugene Schwartz understood better than most how central research is to copywriting — and was paid handsomely for it.

You need to know the problems, desires, hopes, dreams, and needs of your consumer. To find the single, unique angle that will sell.

2. Connect details in new, interesting ways: “What you are doing when you are being creative is trying to connect two separate ideas that logically would not go together up until that moment.”

3. Be the best listener you ever met.

“You don’t have to have great ideas,” Schwartz once said, “if you can hear great ideas.”So, talk less. Listen more.

To clients.To the world.To your peers.

Remember, we aren’t in the business of creation. Remarkable ideas come from unremarkable moments. HEAR them.

4.You’re not God, copywriter.

And that’s okay.

Originality is overrated. In fact, it’s damn near impossible.

Don’t stress about creating something completely original. Instead, collect experiences and perspectives. Explore new places and compelling people. Do your homework. Listen better than everyone else.