Copy writing

The secret to writing, especially copywriting is to copy writing. There’s no reason to hurt yourself trying to come up with original ideas when familiar ones will do just fine. Consider this: how many religions rely on a big civilization cleansing flood to get things rolling? According to my notes, lots. It’s God’s way of hitting the reset button on humanity.

However, given that, you’d think a couple of them would opt against a massive deluge in favor of something more incendiary, like volcanoes. But it turns out, that lava don’t have nearly the same staying power as water. For one thing, you can’t bottle or can it and sell it at supermarkets for people who have never paid attention to what drips out of their faucet. Which reminds me, when are we going to have bagged water? Biodegradable water balloons you throw at the mouths of the dehydrated. 

So true believers go with what works, not wanting to rock the boat. Though having a boat helps when those first few waves burst down Main Street. As a certain credit card company said many years ago, unoriginal ideas are everywhere you want to be. And like a shoe company keeps on saying, just copy it. 

Headlines, memes, even love letters to your soulmate have all been done (and done better) long before you entered the fray. Think of it as one less thing you have to think about. Don't go for more, go for more of the same.