Photo: Sergey Zolkin

Less Formula, More Feeling

It seems in the creative industry there’s always a reoccurring theme, a reoccurring question that crops up in conversation. “What’s the formula for making ‘X’?” “How do we make this process more efficient?”

Are we in a business, a world in which the amount of time you spend on something matters? Yes. Do we hope to be as efficient as possible with everything we do? Yes. But let’s pause for a moment to revisit one of the “greats” of the creative industry — a man who knew that feeling was more important than formula. That in order to write well, you must believe in what you’re hoping to convey. The man I’m referring to is Bill Bernbach, who said this: “If you can combine skill with a deep belief, you’re way ahead of the game.”

Talk about an eye-opener. Skill, but also deep belief.

So if we’re going for deep belief over a “creative formula,” let’s consider what that really means.

Understand Why You’re Writing

Take the time to delve into what you’re writing about. Get to know who you’re speaking to, on an intimate level. And after you’ve done this, do you see an innate connection between the two? Does your product, your idea truly speak to your audience? Does it improve the quality of their life? Do you actually believe that?

Make it Human

If there’s no formula, there’s no precise way to explain how you should write something — what your message should look like. The paramount thing though, regardless of your audience and idea, is to make it relatable. Namely, make it human.

It clicks, right? You’re simply a human hoping to communicate with other humans. Fancy vocabulary will only get you so far — in business and in life. Instead, focus your efforts on evoking true emotion.

And the thing is, if you genuinely believe what you’re communicating, what you write will be naturally convincing.

So here I am telling you there’s “no formula” while presenting you with a formula to get rid of the formula. But you get the picture, right?

Less formula, more feeling.

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