Take Your Copywriting for a Walk

Copywriting and walking

It takes about twenty minutes of walking for the miracle to happen.

And it always happens.

About twenty minutes in (approximately 3,556 steps), the monkey-chatter of my brainwaves (Beta frequencies of 14 – 30 Hz) settle down. Now I am in the Alpha/Theta frequencies of 5 – 10 Hz. There are long enough spaces between my thoughts for light to come through — intuition, insight, clarity.

Copywriting to abstract and concrete thinkers

In his landmark study into human thought processes, developmental psychologist, Jean Piaget, found that 80% of the population were concrete thinkers and the other 20% were abstract thinkers. Since the 1980′s, scientists suggest that the abstract figure is closer to 15%. This is a significant statistic … and this here empty sentence is written to give you some pause for thought before we look at the implications of this for us as writers.

The Five Insights of Compelling Copywriting

5 insights of copywriting

… ‘how do you get that sudden clarity … that ah-ha moment … that insight?’ It’s good question. Especially for those of us in the communications and copywriting business and serious about ideas, knowledge, solutions and narratives. The answer can be the difference between inspired content creation and insipid content excretion.

In the craft of copywriting, empathy is all.

It’s a fine line between creative writing (self-expression) and strategic writing (other-regarding). In this job called “copywriting”, we are having a dialogue with a particular person. Our aim — turning a scanner into a reader. As social researcher Hugh Mackay says, “you’ve got to put yourself in their shoes”. And to paraphrase singer/ songwriter, Joe South, walk a mile in them shoes.