Hemingway famously claimed that he wrote 500 words a day, every day. He quit early, before the words started to jumble in his mind. That way, he asserted, there is a clear point to resume work on the following day with minimal backtracking and revisions. Other writers are more prolific on a daily basis, but I feel that a Copywriter needs to keep every word focused and on target. Long tangents and extrapolations are fine for works of fiction, but we in the copy world are always conscious about losing the attention of the reader.
Content quality should always come before content quantity.
Copywriters usually keep a notepad close by because inspiration and revelation are all around us at any time of the day. Who is our targeted reader? What are their daily personal and business concerns? Has the client been clear in how they want to be perceived in this great scheme of things?
Market research and analysis of the client’s competition is important, but only one piece of the copy writing puzzle. The writing shouldn’t stop just because the writer is away from the keyboard. The trick is zeroing in on the right pieces of every day’s sensory input, and then capturing it before it vanishes.
The true Copywriter is never at rest, at least not until the job at hand is completed, accepted and posted.
Then, another call, different requirements, and on to new targets.