Researchers Prove You Can
Sleep Your Way to
Compelling Copy (Part 1)
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Arjuna, my pet “Copy Cat,” applying Eugene Schwartz’s power-nap strategy for creating subconscious copy. |
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When people tell me they are suffering from copywriter’s block it usually means they have yet to really know their market and the product they are selling.
Even if they’ve conducted interviews and research, I think they have yet to transfer that information from transcripts and notes into the cells of their brain.
It’s out there on paper and not in their subconscious mind.
So when they go to write, at best, they scavenge through sheets of paper, mechanically constructing a sales argument (I’ve been there!). While this is better than staring at a blank screen – it’s nothing like when… a first draft flows out of your fingertips with a feeling of sheer exhilaration.
Sure, you’ll still need all your notes to consult with in the editing stage – but that’s not how you get the creative juices flowing.
As you know, copywriting legend, the late Eugene Schwartz, would take naps, claiming it helped him write copy from his subconscious.
Likewise, Shaune Clarke advises his copywriting coaching students to review their Secret Six interview transcripts and other research notes in the evening before bed. Inevitably, upon awakening, all of those disjointed elements will have begun to take on some type of structure. Or you suddenly have a theme, hook or USP for the project.
The Elusive “ah-ha” Moment
Has Presented Itself
Well, modern researchers are confirming this “sleep your way to better copy” approach.
Clinical nutritionist, Byron Richards, cites a study in his article Quality Sleep is Needed for Memory and Learning: “When you take in new information it is held in short term memory circuits for a period of time – like looking up a phone number and then making a call. However, getting that information integrated into longer term memory is a more complex task.
“Researchers have identified for the first time, at the cellular level, how changes in brain gene switches that only occur during sleep enable your brain to integrate and consolidate information.”
I know, from my own experience, that denying myself sleep to get copy assignments done is a pointless endeavor. I refuse to submit anything but my best. And I know sleep deprivation prevents me from handing gems to my clients. Personally, anything less seven hours of sleep just doesn’t work for me. Eight hours is better. Six hours, once in a while is okay. Anything else, after a day or two, starts to affect my writing.
But, It’s Not Just About
Putting in the Hours…
Quality of sleep outweighs quantity. Over the last ten years I’ve gone from being a very restless sleeper – often waking up in the middle of the night and not being able to get back to sleep – to sleeping, as my wife says with envy, “like an utter log.”
I can literally lie on my back, perform some tension and relaxation exercises and be out within 30-60 seconds. I’ll awake in the exact same position 8 hours later (if my two-year old son Jonah shows mercy and doesn’t wake me up earlier).
Next post, I’ll share with you the top seven tips I’d recommend to anyone who needs to sleep better. (Of course consult a qualified health practitioner before you even think of trying any of these radical ideas.) 
P.S. Join the discussion! Please leave your comments in the comment box below …
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6 Responses to “Researchers Prove You Can
Sleep Your Way to
Compelling Copy (Part 1)”
Comments
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April 1st, 2009 at 10:04 pm
Are you saying that copywriters should sleep their way to the top?! I’m shocked!
April 1st, 2009 at 10:13 pm
This is a great post, John, and is in line with what I try to do.
I like to use mind maps to see how certain concepts, ideas, and processes relate to each other. Then, ideally, I like to look at my mind map before I go to bed.
I wonder how concious meditation would work with this process. I’m sure it’ll help to enhance it.
April 1st, 2009 at 10:52 pm
Good to find your stuff in my inbox again, John. What you say makes supersense. Upon awakening in the morning I find my mind swarming with so many idease I can’t wait to get to the computer! Will be looking forward to your info about sleep. My hubby sleep like you said you used to and it bothers him a lot!
Best wishes, Mary
April 2nd, 2009 at 12:13 am
Sleep their way to the top?
Where do I sign up???
April 2nd, 2009 at 12:23 pm
Very interesting article. When I was doing my undergrad degree (in Cognitive Psychology) I took a course that spent a lot of time on The Incubation Effect.
It is essentially what was discussed in the article above but from the perspective of Cognitive Processing as opposed to sleeping patterns.
The jist of it is that when you get stuck/fixated/blocked on something and can’t figure it out, by taking a waking or sleeping break to do/think about something else, the mind will subconsciously work through the problem and try to create a meaningful solution. This break has to be at least a few hours. Then when you return to the task at hand it is often much easier to sort out a solution and/or improve previous performance.
I’ve used this as a technique many, many times with excellent results. It also works when trying to learn new physical skills.
April 9th, 2009 at 11:43 am
Charles: Yes, I think that’s it. We “think” we figure this stuff out consciously. Seems consciousness is just for delivering the results to the world — not producing them.
DK: Yes, I agree, I think meditation and “super-”conscious copy (not sub-conscious) copy is an even better route. But, since most of us mortals need sleep anyways, we might as well use it to our advantage.
Mary: I hope the sleeping tips in the next post help your husband out. Improper sleep really takes years off your life — so I hope it benefits him. Otherwise, you may also try those sleep CDs. They really work. Kind of freaky.