Skim brief. Facebook. Read comments and look at pictures. Read brief. Read website. Google things that make you feel something. Put on headphones. Turn on music. Turn off music. Walk around. Repeat.
That’s my ritual.
I do that before I write copy because when I sit down to write, I need to get into the right space inside my head. Writing compelling, emotional, motivating, donor centred copy is not as simple as following a formula. And it’s even more challenging when you’re writing online.