Finish your work. Copywriters, especially. Reading a bunch of 8-year old headlines you couldn’t sell and not knowing what they could have been, sucks.

I usually work in longhand in my workbook until i get a sense of where i’m going.
Then it’s faster to type so i switch to the keyboard.
Maybe it’s that way for you. Any way that gets sentences down is cool.
Doesn’t matter.
This does:
An ad is not done when you glue the headlines you typed in your workbook.
i’ve got hundreds of pages like this.


Headlines i never sold.
Some the art director didn’t like, many i never told him or her about.
When you’re writing them you want to get them down, you’re typing fast, you may be saying them out loud to your partner & killing them as you go along.
Don’t.
Ads (tv, poster, sticker, the format doesn’t matter) aren’t done when you know what they say.
Until you know what they look like, what they sound like, how they feel when they start, whether they have an ending or not, you’re not done.
Good ideas are so hard to find you’d think we’d have more respect for them as we’re trying to make them up.
A page full of headlines glued into my workbook now strikes me as a lot of missed opportunities, not proof that i deeply engaged with the subject.
I didn’t take time to see the idea that each headline was a starting point for.
I didn’t see the characters involved, the stage upon which each might have been played out as a drama.
Every headline you write is a starting point.
Don’t dismiss them quickly.
Don’t drop them because they don’t have a comfortable rhythm.
See them acted out.
If there’s excitement in a new thought that comes from that, drop the headline (don’t worry, it’s still in the book) and follow the new thought.
The farher away from an entry point you can take a line of thought, the less likely it will end up as a piece of work anyone has ever seen before.
Headlines are something to start with, not end up with.

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