Do you ever start on a new brief and immediately feel like you’re the worst writer that’s ever existed?

Super common. I’ve been on too many briefs to count and I still assume failure from the jump. You can either let it paralyze you, or you can see it as a challenge that’s been set. For me, the challenge is usually coming up with something I haven’t seen from myself before. Something that isn’t “my style”. Seeing that as a success keeps me on track to prove myself wrong/grow, and often helps me bring something interesting to the assignment.

A note though, I would avoid ChatGPT. Your life/opinions/experiences are usual enough to get to something interesting. Sit with yourself and a notebook for awhile and see where your thoughts take you. It’s usually somewhere much deeper and more interesting because it’s from a human perspective

Every time. Sharing from my experience:
The trick to being a good writer is being a great editor. Need to write a :30 script? Write it as a 1:30 spot. Then cut. Ruthlessly.

Your doubt about your writing skills will be never go away. But writing is art. Editing is math. Get good at it and you’ll have a sense of confidence from the start knowing the “shitty” copy you write will end up great.

Not me. Whenever I get a brief I feel fantastic. I have a whole pile of ideas, to the point I can't write them down in my notebook fast enough.

About 45 minutes later when I turn to my keyboard and figure I might as well write the full versions of these brilliant scribbles, the mood shifts. Because they're drivel. They're hacky. This one just says "like bazooka joe comics." That's when I realize I've been a fraud my entire career and should probably look at how to reduce my grocery bill because the lean times are coming.

This is only alleviated once I realize the brief didn't make any sense in the first place and decide I should call an all-staff to put the rest of the team on blast. But instead, I take a walk to figure out a more diplomatic way of proving everyone else is dumb and this failure is in no way my fault. And somewhere along the walk I get distracted by an actually pretty okay concept and pull out my notebook to start scribbling again.

Repeat until whenever this is due.

I have not felt that way since the early days of my career.

I find two things have helped me blast through even the clunkiest brief like a champ.

1. Having two kids and a mortgage. 2. Loving the problem-solving process more than the solution.

Some tips:
1. Get your shitty ideas out on the table. Write them down stick them up on the wall. Some of the best ideas come out of some of the shittiest ideas.
2. When you finally come up with an idea that you’re happy with you’re only 10% of the way there. Keep going and use that idea as a benchmark for the rest of your ideas. At this stage, more ideas is better.
3. Stage two: Use the same criteria in analyzing your ideas that your CD would use. Is it feasible? Is it on strategy? Is it on brand? Is it creative? Does it spark reaction?
4. Get your shit together. Nothing creates failure in the workplace like failing at home. So eat well, exercise, meditate, and if you drink or use substances do so sparingly. Read. Take walks. Better yourself and others.

Go get ‘em. G.

Yup. The imposter syndrome never leaves you. Some of the most talented creatives I’ve ever met all thought they were frauds and were about to be found out any day. Use it to drive yourself to work harder and become a better writer and creative. You’ll be aite.

Yep! Every time. But just breath. Give yourself permission to have ‘bad’ ideas. In fact, clients usually pick the worst ideas anyway.

Sometimes I think… if (insert a copywriter you admire) were on this project, what would they come up with? Giving yourself the chance to not think like yourself, if you think you’re so bad Although I’m sure your unique way of thinking is what your team needs. You’ve got it, your next great idea is already in you.

I agree with the notes here about using it to drive yourself but also take breaks and be kind to you as much as you can. Imposter syndrome is a bitch.

Who are you? Me?!

As a seasoned strategy team member, you will get this your entire career. Just take a break, ask ChatGPT for thoughts and use that to help you get going where you want.