Matthew Stibbe talking about copywriting at badlanguage.net writes about concentration and the need to be able to focus on the task in hand. He’s so right, and it’s not just in copywriting that creating the space, the ‘zone’ in which to work is the main difference between doing something adequately or exceptionally well. Just ask any professional sports person or performer. The zone is where the magic sparks fly. It’s the point where inspiration meets experience meets creativity meets pragmatic irrationality and anything is possible.

That some people have a natural ability to be able to shut everything else out of their minds shouldn’t detract from the fact that focus is largely a discipline that can be worked on and improved. Stibbe offers a long list of tips, tricks and techniques that copywriters might use to sharpen their attentions. He talks about inspiration, silences, writing at different quieter times of the day, of logging out of your email and Twitter and the ‘rock and water’, do a little often approach.

A juicy rate or fee doesn’t do any harm either but really if it was all about the money nobody would choose to be a professional copywriter. Whatever the great copy minds say about the need to suppress the inner poet, there’s little more poetic or rewarding for a pro copywriter than seeing your work fulfil the brief, the mission and make your clients so happy they want to come back again and again. That takes more than mere graft or application. It takes being in the zone, the raising of mojo. The better your copywriter is at reaching that place, the more original, powerful and productive your content will be. Why settle for mediocrity?

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