2022 saw the annual Copywriting Conference held by ProCopywriters come back with a bang. Long overdue, this year we were able to attend in person for the first time since before the pandemic, packing ourselves into what was, admittedly, a dark and low-ceilinged space (the basement of Komedia in Brighton). But it was worth it to be amongst peers again, talking about words and reminding ourselves how integral our work can be to the success of marketing.
As ever, there were plenty of speakers raring to go at this event, so while we can’t give you a blow-by-blow account of the entire day, we do want to give you the seven main things we took away from it.
Now, it should be pointed out that this year was more about the re-energising of your creative juices and your own self-belief, as opposed to specific writing techniques, but there was still plenty of important stuff that we wanted to share.
1. Give your brain a break
Copywriter and teacher, Andrew Boulton, said the thing we all want to hear but never get time to practise: taking a step back and giving your brain a break can be better for creativity.
In telling us to be more idle, Andrew explained that forcing our ideas is the wrong approach. We can be at our most inspired when we simply let our brains relax and our minds wander.
For most people, the chances of applying this will be slim, but it’s a good reminder to switch off sometimes, giving up some blank space in your mind to create room for a good idea to fill it.
2. Get authentic with sustainability
The younger generation is increasingly concerned with the sustainability of products and companies they engage with. However, content strategist, Rebekah Conway, highlighted the need to be authentic and specific with this change in audience priority.
Instead of offering vague statements, utilise your brand’s statistics on recycling or offer relatable tips on how to recycle your packaging. Remember, too, that no one is perfect; a little genuine effort plays better than a grand statement that isn’t true and which can’t be proven.
3. Find your niche
Don’t be like Eddie Murphy. That was messaging strategist, Diane Wiredu’s advice for us. Find the thing you’re good at and become the best at it, rather than a jack-of-all-trades, like the famous singer/comedian/actor.
4. Talk about the “why” for your brand
The “what” and the “how” are important, but perhaps more so is the “why”. Jade Goldsmith, a UX writing manager from Booking.com, told us about her journey on the importance of “why” personally for her own career, but this can also apply to your brand - asking yourself why you do something might just reveal something new to dig into for content and messaging.
5. Say yes to the mess
Steve Chapman didn’t talk about writing but was surely one of the hits of the event thanks to his use of a bingo machine to randomise the topics he spoke about. As an artist and public speaker, his message was to embrace the mess in order to make something memorable. Leaving people saying “Huh? Wow.” is more memorable than people saying “Wow. Huh?”.
Out of chaos, creative ideas will usually spring, and the memory of them can often outlast the art itself; a gorilla drumming along to Phil Collins in a purple room is probably enough to trigger your recollection of a brand more so than anything they’ve done since, right?
6. Don’t conform with the norm
According to chief strategy officer and co-author of The Creative Nudge, Kevin Chesters, our urge to do things in a regimented, normal way means we get stuck in a routine, locking off our creative thinking because we want to fit in.
Kevin’s message was to challenge what you’re told, rather than just agreeing, and to do small things in unfamiliar ways, all to unlock new pathways in the brain that help with alternative ways of approaching things in the future. We haven’t yet emptied the cutlery holder and dumped it all in the drawer, but apparently, it’s this sort of thing that can help.
7. Remember: real people say real things!
In an impassioned and almost breathless talk, author and consultant, Amy Charlotte Kean, wanted to tackle the “normality crisis”. Another champion of embracing the weird to make something more memorable, she also reminded us that real people say real things, not the stilted and jargonistic, empty platitudes we now see in so many car and fashion adverts.
Don’t let bland win, be bold with what you say and, for Amy’s sake, don’t be whatever “normal” is if you want to get your message out there.
We’re already looking forward to next year’s event, and we hope you found some of these messages from Copy Conference 2022 insightful — we certainly did. We’d like to say a big thanks and congratulations to all the speakers and to ProCopywriters for organising the event.
