I once got asked to "make the copy more masculine." For an ad about hand soap. I stared at my screen for a full hour wondering what they wanted - fewer adjectives? Still haunts me to this day!

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I remember those days. I used to always be told I'm "too whimsical." What used to help me was doing the OPPOSITE. So, in your case, doing the opposite of what I thought was masculine, making it super feminine, then just flipping it and doing the opposite of that. Sounds like a lot of work, I know, but it beats writer's block!

That’s actually a clever trick. If the brief makes no sense, flipping it might at least shake something loose. I might try that next time I get one of those “what even is this” requests

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