The ink blot test

Aside from the silly stuff (writing experience, hard work, drive, etc.), what makes someone a great copywriter?

Don't look at me. I have no idea.

You have to be creative of course, but what does that mean and is there a way to actually become creative?

Very creative people have the ability to see what everyone sees and then relate it to a thousand different things. Most people wouldn't make the same connections but they are able to connect the dots, with the help of a clue or two. You know the ads with that, "Aha!" moment. It's fun to figure it out but how did those crazy ad people think it up in the first place?

The interesting thing is that no matter what or how many different things you see, that damn ink blot never really changes.

It's always just a blot of ink.

What it reminds you of, the images it conjures up in your mind; that's what can vary so wildly from person to person. When you see something today, you process it based on all you've experienced (seen, read, done) to date. Some people spend most of their time doing similar things (e.g. all they do is play sports), others have loads of unrelated hobbies. These interests shape who you are and most definitely impact how you experience things

So the more interests, hobbies and adventures you have, the more creative you can be. But there's something else.

You have to want to be creative, inquisitive or adventurous. You just have to enjoy the process of making connections. At the end of the day, you only see what you want to see.

To some, a blot of ink is a blot of ink and why would it be anything else?

Joe

http://twitter.com/joeyz101


P.S. As a test, what do you think of when I say, "Artichoke?" Here's what comes to mind for me:

• Birthday presents
• My Aunt Joanne
• Italy

and as of last night,

• 'Gooey' pizza, good conversation and a girl with a top five veggie list who can eat a whole pie, all in one sitting.