Great Copy Can Come From Anywhere and Anyone

"My mama always said, life was like a box of chocolates. You never know what you're gonna get."

• Forrest Gump

You never know where your next great line will come from.

It could be you, grinding away at a blank screen, writing a little, cutting a lot, and somehow landing on a tagline that actually sticks.

It could be a friend whose offhand response sends you in a direction you hadn't considered. Sometimes all you do is take their words and say them slightly differently. And suddenly it works.

It could be a brainstorming session, and you'll have to live with the mild irritation that the best line of the day came from the colleague you don't get along with.

Or you start writing nonsense, completely improvising, and it leads somewhere worth keeping.

Whatever sparks your next great line, embrace it. Great copy is a bit like a love story: beautiful, impactful, and hopefully long-lasting. You don't argue with where it came from.

Be happy with great copy. No matter the source.