Why Slowing Down Creates Better Copy
The Copywriter Column #209
After two weeks away from this newsletter, social media, and the general noise of the digital world, I've come back with a realization that feels too important not to share.
We need to slow down.
Not just occasionally, but regularly and intentionally.
The modern copywriter faces an impossible task: creating clarity in a world drowning in noise. We're expected to craft messages that cut through the clutter while our own mental spaces are filled with the same chaos we're trying to combat.
Ironic, isn't it?
Every day, we consume thousands of messages, juggle multiple projects, and try to keep up with ever-changing platforms and strategies.
Then we sit down at our keyboards and wonder why the words don't flow as easily as they should.
The Power of Mental Space
During my two-week hiatus, I experienced something that shouldn't be revolutionary but somehow is: uninterrupted thought.
No notifications. No self-imposed deadlines breathing down my neck. Just space to let my mind wander, connect dots, and remember why I started doing all of this in the first place.
That mental space isn't a luxury—it's a necessity for good writing.
When we clear the clutter from our minds, we:
Reconnect with our purpose and audience
See the essence of our message more clearly
Develop deeper insights about what matters
Bring fresh perspectives to familiar topics
Write with more intention and less reaction
Decluttering For Clarity
This isn't just about taking vacations (though those help). It's about building a mindset and workflow that prioritizes clarity—both for ourselves and our readers.
Here's what I've found works:
1. Create Mental White Space
Schedule regular intervals of disconnection. Even 30 minutes of distraction-free thinking time can refresh your perspective.
During these intervals, resist the urge to consume content. Instead, simply think, observe, or jot down unfiltered thoughts.
2. Define Before You Design
Before writing a single word, be able to state in one sentence what you're trying to communicate.
If you can't distill your message that simply yet, you're not ready to write. Spend more time thinking, not researching.
3. Remove Before You Add
The best copy isn't born from addition but from strategic subtraction.
4. Simplify Your Environment
Your physical space affects your mental space. Clear your desk before you write. Close unnecessary tabs. Turn off notifications. Create an environment that mirrors the clarity you want in your writing.
5. Protect Your Attention
Attention is your most valuable asset as a writer. Guard it fiercely. Learn to say no to projects, meetings, and even research rabbit holes that fragment your focus.
Why This Matters
Our readers don't need more information—they're drowning in it.
What they need is clarity. Direction. Simplicity. The kind that can only come from a writer who has done the hard work of thinking clearly first.
In our rush to produce more content, chase more clients, and master more platforms, we've forgotten that good writing begins with clear thinking.
And clear thinking requires space.
This isn't just a productivity hack. It's about remembering why we write in the first place: to communicate something meaningful in a world where meaning often gets lost in the noise.
I'm recommitting to this approach, not just for my sanity, but because I believe it leads to better copy. Copy that serves readers rather than adding to their cognitive load. Copy that cuts through noise rather than contributing to it.
What mental decluttering practices work for you?
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