(Photo credit: Wikipedia)
At some point, it happens to all of us. We start creating the same kinds of things, with merely minor variations. After all, it’s been successful in the past. And it’s easy, fast, and very comfortable. Why you could practically do it in your sleep.
Which of course is the problem. Because usually the end result will put your audience to sleep. It is something I am aware of—and sometimes guilty of—with my blog. After writing a blog twice a week for six or so years, the tendency is to go back to favorite themes. Which is OK., as long as you bring a new perspective to your ideas. Which you should be able to do, since there is always new information, new viewpoints, popping up.
In some ways, it is a variation of what I often tell a new client. If they are immediately comfortable with the creative I present, then it is not working hard enough, it is not strong enough, and it is not going to get the attention it should receive in the real world. Because the only reasons someone is immediately comfortable with a creative presentation is that it is familiar, they have seen it before or it is exactly what they were expecting to see.
It is not enough to avoid the trite, and eliminate the cliché. That is what we are expected to do. But if your thoughts roll off the keyboard easy as butter, if the headline writes itself, and if each sentence falls into place like pieces in a jig saw puzzle, then it is probably one of two things. Either you are truly in the zone (congratulations), or you have written something very similar before.
So before you pat yourself on the back for another piece well done, spend a few minutes more to see if it was well done or too easily done.
Got the idea?