The writer who became a copywriter: Things I learnt on the job – Part Two

Insight, Insight, Insight. What?

Are we still talking about advertisements? Yes, we are. The word might be a misnomer, considering the field, for the philosophers around the world, but it is this. Insight. The long and short of it. You can compare it with that miniscule flash of revelation that you grapple with while trying to write about a character, that hidden, almost-unseen bit of essence that gives him texture.

Eureka! So, that’s all you need and it’s easy. Not.

That gem is the needle in the haystack. Or a needle in a box. Depends, on how far you can go to find that spot. Depends on how fast you can hone your olfactory (yes, that) senses. Sniff it out. Go on a rampage.

And what after that?


An insight is a premise, an idea that leads to write some brilliant copy. But you will need to know how to knead the dough. Too much, it hardens. Too less, well, you know how it will roll then.

Ideas keep evading. Whattodo?

Know your own bone; gnaw at it, bury it, unearth it, and gnaw it still.

Henry David Thoreau said it, in case you were wondering.

Remember the basics. Know your mettle. Rehash your purpose. You are here because you chose to be or someone chose you to be. Confusion has sunk many a ship. You do not want to be that ship. You can appear to drown sometimes, and have people pounce on you and all that, but you can’t let that take anything away from you.

Some skills are acquired. Keep chewing the bone.

Outgrow yourself.

Ok. What’s next?

Get back to work.

The writer Sheenginee Bhattacharjee, is a published author (Itch: The Beginning) and a copywriter at Watercrab. 

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