Category: Creative Process
-
The Dreamer and the Disruptor
The song “Imagine” taught me the power of plainspoken truth. Lennon didn’t hide behind metaphors when he could aim directly for the heart. He wrote as if the emotional center of a message was the whole point, and not an afterthought. That instinct has followed me throughout my career and is the part of copywriting…
-
Words That Work: The Psychology Behind Persuasive Copy
Persuasive copy isn’t a magic trick—it’s psychology applied with care. It’s understanding what motivates people, what reassures them, and what helps them make confident decisions. And when you combine that psychology with clean writing, strong structure, and a genuine respect for your audience? You get words that don’t just work. They connect. They convert. They…
-
The Writers’ Room Playlist: November Edition
Some days, writing feels like a polite conversation. Other days, it’s a riot in your head. This month’s playlist is for the latter—the wild drafting sessions when ideas claw their way out.
-
Storytelling vs. Selling: Why the Best Copy Never Tries Too Hard
Early in my career, I thought good copy was about cleverness. The sharper the hook, the better the headline. I could sweat over a single line for hours, convinced that the right combination of verbs and punctuation could make someone care. But the more I wrote, the more I realized that the harder I tried…
-
The Art of the Creative Brief: How to Set Yourself (and Your Team) Up for Success
The success or failure of a project almost always comes back to the creative brief. A great brief doesn’t guarantee a great campaign, but a terrible one practically guarantees mediocrity. Done well, a brief is less about checking boxes and more about setting the stage. I like to think of a brief as a GPS…
Sara Barton 