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How to write creatively

Are you wondering how to create original and valuable texts? Working as a copywriter can be quite a challenge. After all, it’s not easy to write something creative and revealing about a new collection of ceramic tiles or coffee cups. However, keep your head up – nothing is impossible. Read the article, learn the 7 rules of creative writing and start gaining recognition from your readers.

Creative writing – how to get started

The whole idea of creating texts comes down to constantly inventing new things. In creative writing classes, it is explained that the elements of the creative process should be:

– goal formulation,
– information gathering and selection,
– composing content,
– creating applications.

>> Universal writing tutorial <<

Fortunately, we are not in college. We deal with earning money from writing, not the theory of the journalistic workshop. Therefore, no more boredom.

If you think that for good writing you need studies, specialist knowledge and above-average imagination – you are wrong. Creative writing is as much a skill as riding a bicycle. There is a certain pattern of steps you need to follow in order to move forward.

How to write creative texts

At the beginning, we need to define why we are writing the text at all (the answer: “to get a salary” does not count). Each text is written for someone. Empathy plays a huge role here. We have to look at our piece through the eyes of the reader. What do we want to tell him? What to teach? What emotions evoke? To find answers to these questions, I very often start the text … from the end.

Exactly like this – I write the first sentence in the summary segment, e.g .:

… All these changes meant that Facebook ceased to be an effective tool for internet promotion …

This sentence fits the ending best. However, starting with such a sentence, you will find out what you really want to convey to the reader.

… All these changes meant that Facebook ceased to be an effective tool for internet promotion …

In this passage, I am addressing some changes. What are these changes? Why were they introduced? What was the situation like before the changes, and after their introduction? On the basis of four words, there were questions that will take paragraphs to explain.

… All these changes meant that Facebook ceased to be an effective tool for internet promotion …

Then I refer to Facebook as a promotion tool. In the imagination of most people, it is a tool for watching ex-partners and current work friends. Perhaps it is worth presenting here some statistics and arguments that will change this perception.

If FB is no longer an effective tool, why was it earlier? If FB lost that status, what took its place? We empathically anticipate what problems and ambiguities our reader may encounter.

One sentence is enough to start creative writing. This sentence is like a little pebble that, if thrown in the right place, will cause an avalanche of interesting content.

Why does the text sound bad

Approx. Suppose we have already developed our first sentence into a quite extensive piece. Full of satisfaction with the work done, we begin to familiarize ourselves with our work … and something is “wrong” here. The text doesn’t sound great, doesn’t have the right pace, and it’s not fluent.

Do you get this impression sometimes? Does that mean you’ve made a hopeless song and should give up on writing?

Not! This means that you have a great writing instinct and your mind subconsciously notices the shortcomings. When you wrote everything was ok – but now you start playing the role of a critical reader. Don’t stop this process! Thanks to it, you will start creating great texts. Also be aware that in times of writing weakness, you can use the paraphrase tool to help you create a new, unique, and cheeky text.

Creative writing resembles the work of a sculptor. Have you written the text and you think you’re done? Mistake. The first version of the piece is a boulder that must be properly hewn.

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Pablo Picasso once stated that:

“A true work is finished when nothing can be subtracted but not added.”

This thought should be with us constantly when editing the text.

Creative writing… or speaking?

The biggest problem for novice writers is to consider writing skills in terms of a speech substitute. These people write in the same way that they talk.

Speech and writing are two completely different forms of communication. We talk in real time. We talk a lot and quickly. Valuable information is lost in a maze of fillers used to save the time necessary to collect your thoughts.

In the case of writing, we can extract the true essence of the message. This does not mean that our sentences have to be short and boring. On the contrary. We can use the excess time to find the right words to create beautiful compositions.

Understanding the difference between speaking and writing is the first step to improving your literary skills.

So get your chisel in motion, creative typing often involves using the backspace button and getting rid of all fillers in your text.

What do the fillers look like

There is no single pattern by which we can catch all worthless words and phrases. Much depends on the way you think and talk. Each of us has certain characteristic expressions that we even subconsciously weave into the created content.

If you are analyzing a newly written sentence, think about it – does each word used matter? Is it needed in this place?

If not – use the backspace button

Is there a simpler way to convey the information contained in the sentence? Is it possible to break this sentence into two separate ones? If so, you should probably do so.

Does each sentence convey new information? Does its character follow from the previous sentence or help to understand the next?

If not – use the backspace button

7 universal rules for creative writing

The father of modern copywriting – David Ogilvy – in the middle of the last century formulated a set of several rules that should be followed by every author of advertising texts.

It should be emphasized that he did it long before anyone thought about the Internet (or content marketing). These rules still remain valid. Their use is not limited to sales texts.

1. Invest time learning to write

Writing texts is no different from any other skill. Requires regular training. The more you write – the easier it will be for you. After a few months, you will find that writing a 300 word article is really no big deal. In an hour you will be able to create several of them.

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Read texts by other authors. Do it consciously. Focus on individual elements – article title, lead, individual paragraphs. Try to catch their tricks. Analyze and evaluate.

As you learn to write, you’ll discover incredible amounts of inspiration. In my case, a new text idea always appears while working on the previous one.

2. Don’t be boring

David Ogilvy stated that the greatest sin of marketing is boredom. And indeed. The recipients of the message can endure a lot – but boredom will throw them away in no time.

This does not only apply to the creation of sales texts. Even if you’re going to write a serious novel, you definitely want it to sell well. Contrary to appearances, writing and marketing are very close issues.

In this article, you’ll learn how to write a book that will gain readership.

The main source of boredom in the articles is the pursuit of poorly understood professionalism. Over the years we have been used to the fact that boring = professional.

Pay attention to theses, scientific and industry specialist texts. One gets the impression that their creators have formed a conspiracy designed to deprive the reader of any fun.

Even an article about the newest ways of DNA replication should have an interesting narrative. When describing the changes in tax law, there is nothing to prevent the use of an attractive anecdote. If you want to write well – you have to fight boredom!

3. Make your text as specific as possible

“In my opinion”, “Probably”, “Maybe”, “Some people say” etc.

These phrases deserve a quick – backspace button

If you want to create good lyrics, you have to be confident. Belief doesn’t help with writing. It is known that we do not always have the possibility to check every given information empirically. Especially when we write advertising text.

We will not be safe from using these phrases. Readers will immediately notice elements that indicate the author’s hesitation. Sometimes we’ll be wrong. This cannot be avoided. Each publication is a bit risky.

But keep your head up! For hundreds of years, serious writers have published the view that the earth was flat. When someone pointed out to them that they might be wrong, what was their reaction? They burned the malcontent at the stake.

Critical readers will always find themselves. No matter how many “maybe”, “in my opinion” and “in the opinion of many” you will use. Therefore, try to be as specific as possible. Be confident and write to the point.

4. Get to know the problem that the text concerns

Getting to know the described issue will help you avoid many mistakes at the substantive level and will often inspire you. Work on a more serious text should be preceded by thorough research.

David Ogilvy became famous for his effective car advertising. In one of the interviews he revealed that while working on an advertisement for the newest Rolls-Royce, he spent three weeks studying the technical documentation of the vehicle. At one point, he came across a mention that at a speed of about 100 kilometers per hour, the car’s clock is the loudest element of the car.

This information inspired a whole series of ads that are still considered the best example of copywriting.

Anyway, Ogilvy commercials have many other qualities that have allowed them to stay ahead of their time.

Does Ogilvy anywhere attack the reader with aggressive pricing or promotion information? Do you find phrases like “buy now”, “don’t miss”, etc. in the most prominent places in the text? Is the image of the advertised product the only element of the advertisement? Not.

For David, content is the most important. In this way, it gains the interest of the recipient. Readers approach advertisements with a distance – but in this case – their interest is aroused by an apparently minor feature of the described product.

5. Get to know the person you are writing to

Targeting is a critical element of any advertising campaign. During this process, we must adjust the form of the message to a specific group of recipients. The product for retired people is sold differently than for young mothers.

>> Target group analysis – how to do it? <<

If you’re into writing, you need to target too. Even if you have nothing to do with marketing – you still have to somehow “sell” your text to the reader. There are no universal works. Even Nobel laureates of literature have their critics.

Therefore, identify who is in your main audience. Who will be interested in the content you provide? Who will “read you”?

Based on these findings, you’ll be able to identify what your audience needs – and consequently, you’ll be able to deliver it to them. We always write for someone. Even if you hide your creativity at the bottom of the drawer. Even if you put a letter in an empty bottle and then throw it into the middle of a rough ocean. You’re hoping someone will eventually read it anyway.

6. Address only one person

This is incredibly helpful advice that changed my approach to writing.

Well, collegial readings of texts do not happen very often. Especially when it comes to the content of websites. Then what is the point of addressing readers in the plural?

And such a tendency occurs extremely often on the Internet. This is a mistake. If you are addressing the reader in your work – always use a singular.

Imagine you are alone with the recipient. Especially by writing advertising texts. Sure, your leaflet will be read by thousands of people, thousands of people will visit your website article. Does not matter. At the moment, only you and the reader exist.

7. Write at the level of your reader

This principle causes big problems of interpretation. In one of the materials on the Ahrefs website, I read that, statistically, texts written at the sixth-grade level work best.

There may be some truth to this. However, a lot depends on the market. In my case, simple, five-word declarative sentences alone might not produce the desired effect. Therefore, we have to go back to point 5 for a moment. Once we get to know the reader, we will also be able to adjust the level of the works created to him.

I would add one more piece of advice from myself – take the above rules with a grain of salt. If you need to, ask the readers in the plural. If you need to – express your uncertainty. If you want fillers to appear in the sentence, use them. Ultimately, it’s your text. Only yours.

To write creatively, you just have to like it. Writing must be fun. Don’t stop and write. See how quickly you can make tremendous progress.

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