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SHUT UP AND WRITE!

Write your imagination out into existence because it’s the bridge to new ideas - the agent for your latest murmur.

I love reading anything.

Comics. Books. Packaging,

Put words in a space and I will read.

So, it follows that writing should be something I love also. But that logic falls over, rapidly, as I come to write this Easter blog.

We don’t worry about reading as opposed to the worry associated with writing. In fact, the most debilitating thing about writing is when you’re worrying about writing.

The problem is my motivation.

Actually, it’s more complicated. It’s my insecurity mewling, “What if I’m not good enough?’

In fact, this ante imposter syndrome is something that touches any creative challenge. Most of the time.

And yet, in the absence of an idea, it’s the words that precede or prefix that are so important. I’m not just talking about a creative brief, although I include that, I’m talking about all the scribbles, doodles, scratches and drafts we make in the run up to our tada

In his book, On Writing, Stephen King - the horror writer, not the planner - said you can come at the blank page in any way you choose - high, naked, fearful - but never come at it lightly. Treat that page with the respect it deserves. Or rather, that your audience deserves.

So, welcome to my procrastination for the writing of this blog.

It would seem that my anxiety is your fault.

Your fault because when we choose to write, we risk missing the point, of not making a point; of being too waffley, obtuse, flowery, complicated, unclear, pretentious, awful; without a beginning, a middle, or an end.

We risk being judged.

And yet, the one thing our writing will always have - to paraphrase Mark Pollard - is us. Our words. They are as unique as a fingerprint - a linguistic signature to isolate the thing we want to say. The strategy we seek. The idea or ideal we wish to pass on.

In a marketing world obsessed with attention, targeting, and remarketing, how refreshing that this signature isn’t just an echo of you or me - it is you or me.

Like any muscle, however, writing responds well to practice. The more we write, including those notebook scribbles, the better we become. It all adds up.

So where has my procrastination drifted?

At the start of any creative project, write stuff down. Anything. And everything. Always with a pen, on paper. It engages the brain differently to typing. Keep writing for as long as you dare, then a little longer. And longer still.

See where you can travel.

If you’re like me in any way, then stop worrying about what to write.

And just write.

Write your imagination out into existence because it’s the bridge to new ideas - the agent for your latest murmur.

And today might just be this murmur’s moment in the sun.


Words by Carl Ratcliff, Managing Partner

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Write your imagination out into existence because it’s the bridge to new ideas - the agent for your latest murmur.