Very excitingly, a box full of 2015 undergraduate
prospectuses arrived in the office yesterday morning. We’re really pleased with
the outcome of weeks and weeks of hard work; the die-cut cover has worked well,
and the whole thing looks really fresh and colourful.
In other news this week...
I spent a day in London where I
attended the CIM Principles of Great Copywriting course.
It was a pretty
intensive day of training, but it was full of interesting discussion and creative
ideas about how to keep copy accessible while making it fresh and exciting to
read.
The course leader told us that if we want to write engaging
copy, we must allow ourselves the space to be creative. Something that
resonated with all the delegates was Disney’s model for coming up with ideas:
Three people walk
into a room.
Person one is the dreamer. The
dreamer writes down all their thoughts without censoring of filtering them in any
way. Person two is the realist; they
enter the room and works through all the dreamer’s thoughts, trying to make
sense of them and give them some logic, shaping them into a useable idea.
Person three is the critic. The
critic takes the ideas presented to them and brings up reasonable objections.
We, as writers, should be all three: we should start off by
writing down a high volume of our most creative ideas. We probably won’t use
them all, but might find one or two ideas that stand out and that we can work
on and polish. Writers will always need to think about the practicalities of
what they are writing and be ready to accept constructive criticism in order to
create the strongest possible end product.
The course couldn’t have been better timed, just before we
start work on the 2015 postgraduate prospectus. Hopefully all the new ideas
from training will inspire me to write some great copy.
Happy Friday!
Clare
Posts
No comments:
Post a Comment