When people think about the advertising industry, the trait they’re most likely to associate with it is “creativity.” That worries a lot of would-be copywriters. Are you creative enough to be a copywriter? Will that get in the way of your success?

But the truth is that if the success of the ad industry rested on creativity, it would have folded long ago.

And there’s something more important than creativity.

Creativity Develops Over Time

First, let say that no one thinks they’re creative enough. No one thinks they’re some kind of creative genius. In fact, some of the people you think of as being the most creative are the most uncertain about their own creativity.

And there’s also the fact that you’ll probably find that some level of creativity develops naturally as you master the fundamentals and then more advanced tactics of copywriting. It’s hard to be creative when you’re stressed out about just being able to check off the boxes about when you need to get into a project. Once you’re more comfortable with copywriting, you’ll find it’s much easier to push outside of the boundaries.

Creativity Isn’t the Most Essential Element to Effective Ads

That’s right: Creativity simply isn’t the most essential element to writing effective ads. As David Ogilvy, one of the unquestionable masters of advertising and copywriting said, “When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.”

The purpose of advertising isn’t to make art for ourselves; it’s to persuade people to take action—most often, to buy a product. Creativity for its own sake doesn’t persuade people to do that.

Instead, the way to persuade people to make purchases (or take whatever action you want them to) is to wield the tools in your copywriting toolkit to convey the benefits of your product and connect with your target audience(s) in a way that makes them care about, desire, and then ultimately decide to purchase the product.

When you’re writing about copy, your first concern shouldn’t be creativity. Your first concern needs to be how to create a message that conveys your product in the right manner and connects with the people who need to hear it.

Once you have the crux of that message, then you can push the boundaries and exercise your creativity. But without a solid and strategic message, your ad won’t sell your products. And an ad that doesn’t sell products isn’t worth a thing.

Watch More: A Copywriter’s Guide to Creative Thinking

In this episode of the Build Your Copywriting Business podcast, hosts Nicki and Kate are joined by CCA student Felicity who has worked in health care for 20 years and is struggling for ways to expand her creative thinking in a brand-new industry. Listen in to learn how lowering the pressure on yourself and giving yourself permission to work in an entirely different way can unlock your creativity.

Your Turn

What ads have you seen that were “creative” but didn’t effectively convey their messages? And what ads have you seen that did both well? Let us know in the comments below!

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