Copywriters Podcast

From Kenny Werner’s book: Effortless Mastery It’s for jazz musicians, but one thing he wrote applies very much to brainstorming ideas for copy and marketing campaigns: In a chapter called “Fear-Based Composing,” he writes, “The most anxious moment for a composer is starting at a blank piece of paper.” Before I go on, I’d say, that’s true for copywriters too, isn’t it? He continues, “It is much easier to edit material than it is to create from nothing. Putting notes on paper without attachment is a great start.” I’ll comment here that “without attachment” means, without caring if it’s good or not. Let me continue now, “Once you have created ‘some stuff,’ you can begin to edit. Through the process of variation, you can create more music or improve upon what you’ve got. However, any sense of attachment to the work prevents you from seeing the possibilities. “For example, whatever notes you write can be developed by varying the order, the octave, the transposition, and so on. If you do this without any emotional