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REVIEW OF: POP! CREATE THE PERFECT PITCH, TITLE, AND TAGLINE FOR ANYTHING

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The cover of POP!

A couple of weeks ago, I decided that I might turn out to be a great copywriter. I have all the characteristics of a good copywriter; I have business, marketing, and design knowledge after all. I decided to learn about the art of copywriting, and I shuffled through a few books and decided that I need to learn about writing good slogans and pitching them before anything else, because that’s the majority of tasks we have at the company I am currently working at.

POP! Create the Perfect Pitch, Title, and Tagline for Anything piqued my interest the moment I saw the title. I bought the book as soon as I figured out Sam Horn is the author of Tongue Fu! as well. Tongue Fu! was the book that turned me from a shy introvert to a budding conversationalist.

POP! turned out to be way better than I hoped it would be. I bet it would take years of astute observation for a new copywriter to reach the same insights she delivers in a mere 253 pages. Chapter after chapter, the author gives you insights about the titles you see popping everywhere and hands you the recipe to create a similar success yourself. I have taken tens of pages of notes to utilize whenever I am trying to create a slogan or a title and I am constantly checking those notes.

All things considered, this book has motivated me to set up a blog and write regularly, helped me be a regular assistant to the copywriters at my office, and inspired me to start writing a book about my specialty. I think it safe to say it is a great book to guide you when you start your copywriting journey.

I SEE DULL PEOPLE

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To believe is human. Like Yuval Noah Harari explains, the truly unique trait of Sapiens is our ability to create and believe fiction. All other animals use their communication system to describe reality. We use our communication system to create new realities. As he analyzed, as a species, our secret of success is large-scale flexible cooperation.

Although our species’ success depends on our ability to believe, I, like Oscar Wilde, think “To believe is very dull. To doubt is intensely engrossing.” Moreover, belief is an inhibitor of curiosity, one of the main ingredients of creativity; but more on this later.

Even though we need creative breakthroughs, our species’ survival depended on doing the dull things, and like our ancestors, before we follow the pink rabbit and explore creativity, we have to do the dull thing and define creativity.

Oxford Languages define creativity as:
“the use of imagination or original ideas to create something; inventiveness.”

Let’s understand what that sentence means by giving our attention to its individual words. Let’s start with imagination, and see what our beloved dictionary tells about it:
Imagination has Latin roots. Imago, imagin means image in Latin and it formed into imaginari, which means picture to oneself. The word changed to imaginato and through old French became a word in English.
And imagination is defined as:
“the faculty or action of forming new ideas, or images or concepts of external objects not present to the senses.”

So, obviously, to be creative, we have to form something new that is not present to our senses. Another important concept of creativity, being original, supports this idea as well:
“created personally by a particular artist, writer, musician, etc.; not a copy.”

Let’s see if inventiveness adds to the discussion:
“having the ability to create or design new things or to think originally.”

So for our purposes, we can say that you are creative if you are creating something original, and do that regularly. How do you create something original regularly, how to think new things, how to create an environment that supports creativity? We are going to delve into these topics and much more in the later posts, but until then, I am going to leave you with one of the best texts I have read about creativity, written by one of the most creative writers that I know of, Isaac Asimov.

Isaac Asimov Asks, “How Do People Get New Ideas?” | MIT Technology Review

Have a nice week!

OPENING CEREMONY

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businessman-throwing-papers-documents-into-air-and-celebrates-success-on-blue-background

Hi there! I rehearsed this many times before I came here today. *throws away the papers and shrugs* But, the best way to start this thing is by being me! Nobody cares about a perfect, rehearsed version of a human; we all want to see the bleeding, struggling, emotional, vulnerable person.

Since I was a kid, I devoured every book I could get my hands on. It wasn’t long before I figured out I can write as well; but, one thing led to another and I stopped writing and started pursuing other things with a stumped passion. No matter what I did, the love for the written word continued burning in me…

Life is hard, and working in a stressful environment under a raging global pandemic doesn’t make it easier. A couple days ago, after enduring multiple miserable days at work, while I was thinking about what else I can do to make me happier, I decided to start writing again. The blog you are reading is my first actionable step towards that goal.

I can’t promise that everything I publish here will be good, but I can promise that I will publish consistently and will try my best to produce something worthy of your time. I am going to publish every Tuesday and Friday, and even though I suspect I will steer away from it time to time, my main theme will be human ingenuity and creativity in general because I am fascinated by the subject and I think that’s what makes us human.

I want to use this platform to understand what creativity is, the common habits and traits of highly creative people, ways to change dull environments into creativity inducing ones and to admire the creative work of fellow earthlings publicly. I would be ecstatic, if you join me on this journey! See you on Tuesday!

Yigit Cakar