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A while back a guest writer on AdAge, Lauren Warner took some heat for an essay she wrote about the briefing process. Among other things, she claimed one should address “creatives on your shop’s team like they’re in kindergarten.”

Others may have been offended but the story made me smile. I recall an evening spent at my children’s school, meeting their teachers, discussing the upcoming year. During this visit, I became aware of how “creative” so much of my daughters’ curriculum really was. Colette’s science teacher explained how “experimenting and taking chances” shapes her powers of intuition. Lily’s drama teacher rhapsodized about “connecting to the inner fantastic.” She used the word “connecting” over and over again. “At this age,” she said, “the creative gene is ready to explode!”

I couldn’t help but think of all the “connecting” strategies I’ve puzzled over as a copywriter and creative director. “Connecting people” is the default strategy for all telecommunications, personal technology, and, frankly, just about everything people use in their waking lives. Connecting folks is Coca Cola’s uber-strategy. “I’d like to buy the world a coke.”

Even more interesting was this business about creativity “exploding.” I believe the teacher was saying that our creative muse is born in these opening years of life. That stimulated and nurtured, we begin to understand and respect our intuitions. Kindergarten is a creative department. Experimenting with ideas on the stage, colors on paper, sounds in music class… That’s what I do!

Or that’s what I prefer doing. Much of my day, however, is spent lawyering on behalf of ideas. Defending them. Subjecting them to all manner of worries and concerns, making them more appropriate, more coherent, more on strategy. It’s inevitable. It’s my job. But it’s also like killing the butterfly in order to appreciate it.

The older I get the more I realize how important it is to stay “connected” to my “inner child.” The best creative people do not grow out of it when they grow up. We remain inquisitive like children. Lovers of fun. You see it in our bicycles in the hallway. Our dubious wardrobes. Our playlists. Our silly photos online. Alas, you also see it in meetings, where we become pouting and defensive, wilting under criticism, frustrated by the grown-ups ruining our fun. I know we can be insufferable. Imposing MBA logic in Romper Room is bound to create problems.

But our muses shouldn’t be stymied: the ability to ideate, to find that “inner fantastic” is necessarily petulant. What’s regrettable is marketing’s obsession with guaranteeing results…or else! Research. Testing. Groups. I say Bleh! There are no guarantees. Never were. Never will be. Intuition, if cultivated and nurtured, is the most important tool the creative department has. The old saw is wrong. Ideas are not our “babies.” That job belongs to us.

Author’s note: This post originally ran as guest commentary on Reel Chicago

I am available for copywriting and creative direction and I will behave like an adult: Steffanwork/CV

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Gods of Advertising

Gods of Advertising is on hiatus so I can devote more energy to completing a book (please inquire if interested), as well as writing for my clients. Perhaps you? Services include copy writing, brand manifestos and creative direction. I’m passionate about helping clients develop powerful creative business ideas. This is my portfolio My portfolio

Do you have a writing project you would like to discuss -professional or personal? I am available to help other writers with their work, as an advisor, editor or mentor.

Connect here or on SM platforms – Lets have a conversation!

I look forward to hearing from you!

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Gods of Advertising is on hiatus so I can devote more energy to completing a book (please inquire if interested), as well as writing for my clients. Perhaps you? Services include copy writing, brand manifestos and creative direction. I’m passionate about helping clients develop powerful creative business ideas. This is my portfolio My portfolio

Do you have a writing project you would like to discuss -professional or personal? I am available to help other writers with their work, as an advisor, editor or mentor.

Connect here or on SM platforms – Let’s have a conversation!

I look forward to hearing from you!

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Must…Have…Tweets!

In the highly entertaining Tobe Hooper film, Life Force the human population are turned into ravenous creatures that must suck the essence of life out of other human beings every few minutes or die. Without going into plot (in this case alien invasion), the streets of London are quickly turned into a maelstrom of carnage. Half dead zombies grab onto the living, draining them. The drained then come back to “life” looking for new victims to drain. And so on.

Typically, zombies do not dwell on one meal for long. Unthinking creatures, they rip into one victim after another, leaving the dead and dying in their relentless search for fresher meat. Of course, the bitten quickly “turn” and well you know the rest.

It’s pretty scary…the stuff of nightmares. Many observers have likened the popularity of zombies in our culture to not-so-latent fears about the economy or terrorism; that these ghouls symbolize a loss of control. It also has been suggested that we see ourselves in these mindless creatures, an even scarier thought -for how quickly our appetites run amok. Neither view is wrong. As one of the remaining mortals exclaims during George Romero’s remake of his own classic film, Night of the Living Dead: “We are them.”

Perhaps sadly, it’s also a metaphor for the effect social media is having on more and more of us every day. We have become “content zombies.” No longer able to process information, we rip through new media biting and chewing and spitting out content, barely digesting any of it. Ravenously, we move on to the next. Indeed, barely chewed facts, items and stories pass through us onto the web like offal. Our constant tweets, grams and snaps are mere bits and pieces, carrying links like so many worms, each containing the shred of something devoured earlier. Or something like that.

I myself am turning. Last night I tried reading an article in a magazine. I found myself jumping over paragraphs, skipping entire chunks, gluttonous. Unsatisfied, I started another article. Then another. Within minutes I was in front of my laptop lapping up more, more and more!

Already an addictive personality, once I taste blood I cannot stop gorging. The more I feast the less I retain. A vicious cycle if ever there was one. God help me for I am a content zombie. I am legend.

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One develops habits as a copywriter. For instance, I need to see what words look like in a layout to truly assess them properly. The art directors were right: a block of copy is a visual. It needs to look right. Losing a word or two in order to accommodate the visual is not compromise; it’s part of creating good copy. Seeing your words in a layout provides concrete proof that what you’ve written is right. The perfect paragraph on Word is almost never correct in situation.

This habit did not change with new technology. If anything it became more pronounced. Now I can see finished looking ads before they are produced. Ancient history, I know. It’s been years since anyone relied on marker comps to sell an ad. We all want to see the baby before its born.

Where it gets interesting for me is in other forms of writing, like this blog. While I write these words in Word, and edit the hell out of them in Word, I’ve really only created a first draft. The true test comes when I create a “new post.” Then I see the paragraphs as you would see them. Suddenly their flaws become manifest, almost like an allergic reaction. Lose this sentence. Change that word. Move the photograph down a peg. Why these things were never apparent on a white screen is a mystery to me.

Perhaps it is also a curse. Many bloggers crank out content because new content is the key to new readers. Like in a MASH unit, they sow up stories and send them to the front. The sentences bleed adverbs and are pockmarked with dot-dot-dots, suggesting the writer had no time to tie up the paragraph or suture a proper segue.

I can’t work that way. Whether it reflects in my writing or not (and it may not), I treat each story as if it will be graded by a writing professor. It’s a habit I got into a long time ago.

See what my writing can do for you: https://steffanwork.wordpress.com/