In a perfect world, every writing project would come with a clear, concise brief, a topic you already love and ample time to deliver the goods. You would also have an endless supply of ideas, all provided by magic unicorns ready to shower you with gold sparkles for every word you bestow effortlessly on the page.

For most of us, however, the reality is slightly less glittery, as tight deadlines and limited assets often join forces in a battle to impede creativity. In those cases, your magic unicorn may be more like an ugly, old donkey snarfing up all the good ideas before they hit the page.

That is, of course, if you let it.

No doubt, the nuances of today’s content landscape can test even the most prolific creative writers among us, but it’s how you approach the whole process that can make all the difference in your ability to balance speed and creativity.

Whether you have two weeks or 24 hours to deliver a writing project, here are six tips I have found incredibly helpful in that process:

Be a collector of ideas. Whether on a project or not, look, listen and absorb the world around you. From that magazine cover or cool quote to the song lyric or foreign phrase, you’re building a personal arsenal. What doesn’t end up fitting one job may very well become your opus down the line.

Organize your inspiration! To keep track of so many different ideas, I created a master document that I’m able to take with me everywhere I go, draw from when I need it, and add to along the way. The ideas are categorized for quick access, which comes in handy on especially tight deadlines.

Partner with your clients. Make a point to fully understand their needs, ask questions when you don’t, and find a way to tap into the passion they already have for their brands. You’re not an island. If you replace the typical client-vendor arrangement with true collaboration, you’re guaranteed to glean inspiration.

Just start writing. Get those thoughts on paper! No idea is a bad idea, so give it what you’ve got, and then begin to thoughtfully rank your favorites. Rank them again. If something sounds dumb initially, pay no mind, as it could emerge as your winning idea in the end.

Ask for help. Still stuck? Whether it be the partners who sit next to you every day or people you may not know as well, don’t be afraid to bounce your ideas, as there’s always someone with a fresh take.

Don’t be a clock watcher. We often talk about not having enough time. Rather than focusing on that, and complaining to yourself or others about not enough time, start talking or thinking about what’s ahead, and the creative juices will just start flowing.

Be enthusiastic. When you’re passionate about a project you’re working on, you are more likely to find the creativity and speed you need to meet tight deadlines and deliver powerful, effective writing.

With more than 20 years in the television industry, Marni Wagner is a supervising writer/producer for 2C Creative, where she has worked on promo campaigns for such clients as CBS, CNN, Investigation Discovery, Twentieth Television, FXX and National Geographic Channel, among many others. Marni began her career in Los Angeles and New York in long-form television production for various network and syndicated shows, before coming to 2C Creative. When not busy working on promos, she enjoys spending time with her husband, one-year-old daughter, and adorable Cavalier King Charles Spaniel.

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