The Most Progressive Copywriters

‘Deductive reasoning goes in the same direction as that of the conditionals and links premises with conclusions. If all premises are true, the terms are clear, and the rules of deductive logic are followed, then the conclusion reached is necessarily true.’ – Wikipedia 

This is precisely what Wikipedia has to say about logical deduction. Well… they might be right in putting it in form of a definition, but is it so simple an equation in every case? In the creative field! In advertising!  I would say, the art of advertising is deeply in debt of the deductive device.

Wait… deduction and advertising? Are the copywriters turning into part-time detectives or what!?

If you look at the cohesive exercise a copywriter has to go through in order to find the correct creative approach to address the advertising agenda – you can see that they need to deduce a whole big gamut of information, find the true premise, infuse his/her logical flare and finally comes to a creative conclusion, lucrative for the audience and successful for the clients as well. Now you know… how intricate and interesting the process is!

The question remains… how do you amplify the curious quotient? You take up freelance detective cases to polish your deductive skills?! It is an interesting proposition though… but might not be the case for the copywriters every time.

Things that might boost your inquisitiveness are:

• Observe matters that are not directly relatable. Try to analyze everything that comes across – could be the gesture of a college couple walking by or the facial expression of the group of street children playing with petty thrown away things.
• Read, read and read more. Do not restrict yourself to read any particular genre. Graphic novel to Gita, Paolo Coelho to Pearl Harbour – read whatever is available to you!
• Try looking through the lens. Apart from selfies being designated as a psychological disorder, the knack of capturing snaps of whatever comes in your way develops your senses. It helps you study the minute details, wonder how different the same thing will look when viewed in different lights and through different lenses.
• Stay fully into it. Do not shift your focus from the agendas being discussed. Otherwise, you might lose out on an interesting point while browsing through your WhatsApp.
• Learn new things, constantly! Interestingly, the pursuit of knowledge does not guarantee an answer. It is a challenge for many is to deal with a lot of unanswered questions. Many would get frustrated and don’t bother to persist onwards. But persistence against overwhelming odds helps you stand out in the crowd.

Though measuring success is a vague concept, it is attempted to be assessed with a wide range of parameters.  Experience is a big one, so are honesty, persistence, and intellect. However, curiosity plays a significant role in your personal growth and professional ‘success’ as being a part of the creative team.

So keep on asking, keep on learning!