When it comes to promotional copywriting, trying too hard to be creative is a sure way to limit your creativity. Creativity is not something you do, but rather something that unfolds on its own, says Scott Jeffrey, author of Creativity Revealed (scottjeffrey.com). Before you take on your next copywriting assignment, set up the conditions that allow creativity to flow more freely. Here are some suggestions:

• Stay relaxed. When the mind is in a heightened emotional state, the inner resources related to creative output are generally not available. By entering a relaxed, almost Jedi–like state, you increase the chances of connecting with your inner brilliance.

• Get out of the office. How many creative ideas come to you while you’re staring at the computer? The creative impulse often presents itself while you’re taking a shower or going for a relaxing drive or walk. Anything that gets the mind to wander is good.

• Maintain a positive attitude. Avoid the three words sure to kill creativity: I don’t know. If you start with the assumption that there is a solution and that you have the inner resources to uncover it, you’ll increase the chances of finding the answer.

• Be patient. Stay open, and stay ready. When the conditions are appropriate, the solution will present itself.

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