“Be creative.” This likely conjures different thoughts and meanings depending on your interests or work. There are different creative aspects to what I do now and that is what this post discusses. It is the creativity associated with writing a book series, as well as marketing work. First, however, let’s consider what “creative” means.
The word is sometimes used as a noun. This is true in marketing and advertising firms. A creative is someone who works either in design (whether graphic or web design) or produces content. Ten years ago, the latter would simply be known as a copywriter. Today, however, video production is more integrated into blogs and websites, so the definition must expand to include the person who develops these visuals, as well as the person that writes the script.
My work entails some of these things, but it didn’t always. Before I was a “creative,” when the term was mentioned, the thought that came to mind was of someone who created something out of nothing. Sometimes it was true. Now things are different. We don’t create ad campaigns based on creativity, at least not if we’re smart about our approach. Any sort of campaign should be an extension of a company’s personality or culture. This has been the advisable direction of content creation for at least five years, and some companies make good use of it.
There was another image of a creative person, in the agency context. It was someone who wasn’t particularly professional or organized. One might say rebellious, but indulged may be a better description. Indulged, that is, if they did a good job of being creative. And again, from the outside, that appeared to be some sort of magic.
There are creative people in all walks of life and work. Some solve internal problems in a new way, others see possibilities in new markets (or new possibilities in old markets), and a good number figure out the next big thing in terms of products or machine tooling, etc.. Teachers are creative on a daily basis, tailoring lesson plans for students with different learning styles or challenges. A retail salesperson is creative in how he or she interacts with people, because no two customers are exactly the same. A book author is creative in finding a new story to tell.
This is the work I can discuss. Some of my experiences apply to the other areas, but this is a writer’s blog.
Someone asked recently what books I recommended for the creative process. I have no recommendations. Well…that’s not true. Any book can inspire creativity.
“NO,” you shout, “that isn’t what I came to learn. How do you get creative?” In other words, what steps can I follow to be more creative with writing, or have an easy flow of ideas?
It starts with capability. What resources can you call on? How much experience do you have writing? How many hours have you put into it? How much have you read? Have you read different types of books? How familiar are you with writing styles? Literary devices? How varied is your vocabulary?
All of these things give you choices; choices in narrative, in sentence structure, and much more. Writing fiction is more than telling a story. It needs to be told in a way that is effective for the audience you want to reach. That is my perspective. A writer can be as artistic as they want, but in the end if you fail to communicate the story to an audience, then all you accomplished is expression. When no one receives your message or is able to form another interpretation, then what good is a story? That is why having choices in how you write is necessary. Writing creativity starts with capability.
That is the beginning. Give some thought to your own capabilities and how you might improve them. I can identify particular experiences that improved mine: writing hundreds of letters and several speeches when I worked in politics, learning Greek and Latin roots while teaching them to 8th and 9th graders, and instructing the same students in literary analysis. Some people say you need to live before you can write something of consequence. If it is experience you need, it is experience with writing. It comes both through hours of reading and composing.
This is pretty general, but it’s already run long. We’ll discuss the creative process in the next post and it will be here soon. Thanks for reading!