When Stealing Is a Great Idea

One of your challenges as a copywriter is to be as original as possible. But what if I told you that there are some scenarios in which stealing isn’t only a good idea, it’s the best idea? And that your boss will applaud what you’ve done? Find out exactly when and how you should add stealing to your arsenal of tactics.

What Is “Creativity?”

There’s a theory that there are really two kinds of creativity, or two ways of creating. The first is what many people think of as quintessential creativity: the act of creating something out of thin air. It’s coming up with entirely original ideas—the kinds of things that make other people (and the creator themself) think, “Where did that come from?”

But there’s a second kind of creativity that’s far more common. The second kind of creativity involves synthesizing all kinds of different ideas, concepts, solutions, and elements to create something new. People may still think, “Where did that come from?” but the creator can identify the things that inspired and influenced his or her new creation.

What Is “Stealing?”

You’ve probably already figured it out, but when I talk about “stealing” from your competition, I’m talking about taking what they do well, synthesizing it, improving it, and making it your own.

And not only is this okay, it’s one of the best ways to do your work.

You should regularly be watching what your competition is doing, noticing what they’re doing well, and then trying to figure out if there’s a way to create something new by doing it even better.

And I don’t mean just in their ads, either: Look at their copy all over. Do they have a particularly good message on their subscription opt-out page? Do they feature their CEO in an interesting way? What are they doing that works?

You also need to be looking outside of your competitors, your industry, and your general wheelhouse to find interesting ideas to iterate on. As our Comprehensive Copywriting Academy members know, inspiration is literally all around you. The best and most creative copywriters are those who are open to being inspired at any time and in any place.

Some of the biggest, most world-changing ideas have come about because of synthesizing other ideas. By keeping an eye on your clients’ competition and staying open to ideas from other sources, you increase your own chances of creating something truly mind-blowing.

Watch More: Unlock Your Creativity

When transitioning to a copywriting career from a long-term position in another field, it can feel challenging to break away from the rigid structures you are accustomed to. In this Laser Coaching session, 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 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 ideas have you synthesized into your own? Let us know in the comments below!

Last Updated on January 23, 2024