Start with Action: How Physical Creation Fuels Copywriting Success

Ever stared at a blank page, trying to write the perfect ad copy, only to spiral into self-doubt? You’re not alone. For many beginners (and even pros), copywriting feels like a mental obstacle course. We’re taught to plan first—understand the audience, define the brand voice, build a bulletproof strategy. But what if that’s backwards?

What if the best copy starts with doing, not thinking?

In this post, we’re flipping traditional advice. Instead of mental creation before physical creation, we start with physical creation. Instead of “roots before shoots,” we begin with shoots. Why? Because taking action—even imperfectly—can kickstart creativity, build momentum, and lead to better results faster.

Let’s explore how this reversed approach works, how it’s supported by research, and how you can use a simple quadrant model to apply it in your writing.

Why Start with Physical Creation?

Most copywriting guides tell you to research and plan meticulously before typing a single word. But while strategy is important, it can also become a trap—paralyzing you with pressure and perfectionism.

Instead, start by writing something—anything. A rough headline. A sample paragraph. A tweet-length slogan. This act of doing helps break inertia and reduce the mental clutter that blocks creativity.

A 2018 study from the University of Chicago supports this. Researchers found that taking quick, low-stakes action can enhance creative problem-solving by lowering cognitive load and sparking new ideas (Beaty et al., 2018). Translation for copywriters? Starting with a rough draft can unlock ideas your over-planned brain might never find.

Example: Say you’re writing copy for a local coffee shop. Don’t agonize over tone and brand voice yet—just jot down 10 raw headlines:

“Fuel Your Morning”
“Coffee That Kicks”
“Wake Up Right”

These aren’t final, but they give you something to shape. Once you’ve got a few lines on the page, then shift to mental creation—polish, strategize, refine.

Shoots Before Roots: Build First, Then Ground

Traditionally, copywriting frameworks (like the Root-Shoot model) tell us to start with roots—audience insights, brand story, competitive research—and grow shoots (content) from there.

We’re flipping that too.

Starting with shoots—writing content before doing deep research—helps you test ideas early and adapt quickly. It's like planting a few fast-growing sprouts to see what the environment supports, before investing time in digging deep roots.

Example: You write a quick slogan for a running shoe ad:
“Run Faster, Feel Stronger.”
Then you post it or test it informally. You see it resonates, but people keep asking about durability. Now, you research deeper: maybe the real selling point isn’t speed—it’s long-lasting comfort. That feedback becomes the root that guides your final copy.

The Quadrant Model: Your Copywriting Map

To make this process easier, use the Copy Craft Quadrant—a 2x2 framework that combines the two big shifts:

Physical vs. Mental Creation
Shoots vs. Roots

Here’s how it breaks down:

Quadrant 1: Physical Creation + Shoots

Jump in and create something—fast. Draft headlines, write an intro paragraph, sketch a tweet. No overthinking.
Example: You write 10 headlines for a fitness app: “Get Fit in 15 Minutes!”

Quadrant 2: Physical Creation + Roots

Take what you wrote and ground it in research. Study audience feedback, check brand voice, scan analytics.
Example: You notice your audience cares about short, efficient workouts. You revise headlines accordingly.

Quadrant 3: Mental Creation + Shoots

Refine your earlier drafts with strategy. Improve clarity, rhythm, and emotional impact.
Example: “Get Fit in 15 Minutes” becomes “Transform Your Body in Just 15 Minutes.”

Quadrant 4: Mental Creation + Roots

Now zoom out. Align everything with the brand story, long-term goals, or a broader campaign strategy.
Example: You build an entire funnel—email series, blog posts, Instagram captions—centered around “quick fitness” for busy professionals.

Each quadrant builds on the last. But you don’t have to move in order. Start in Quadrant 1, then loop around based on what you learn.

Real-World Example: Meet Priya

Let’s follow Priya, a freelance copywriter tasked with promoting a new fitness app.

Quadrant 1: She writes 10 rough taglines in 10 minutes. One of them: “Fitness at Your Fingertips!”
Quadrant 2: She researches and finds that her target audience (millennials in desk jobs) want fast, no-equipment workouts.
Quadrant 3: She refines her tagline to “Get Fit in 15 Minutes, Anywhere!”
Quadrant 4: She plans a full launch campaign—emails, reels, blog posts—centered on the theme of time-efficient transformation.

The key? She didn’t wait to plan. She started with action. The rest followed.

Why This Works (Especially for Beginners)

Starting with physical creation:

Builds confidence by eliminating the fear of the blank page.
Improves creativity, backed by research (Beaty et al., 2018).
Speeds up learning, because you get real feedback faster.
Makes the process fun. You’re playing with ideas, not just plotting them.

And the quadrant model gives you structure. It ensures you’re not just throwing spaghetti at the wall—you’re evolving each draft into something strategic and results-driven.

Your Turn: Start Now

Still stuck? Here’s a quick challenge:

Write 5 headlines in 5 minutes for a product you like. Don’t overthink. Then ask:

Which one feels best?
Can I back it up with research?
Can I refine it into something sharper?
Can I turn it into a full campaign?

And if you’re ready to level up, check out x.ai/grok to supercharge your writing with AI tools that help you brainstorm, test, and refine even faster.

Reference

Beaty, R. E., Benedek, M., Silvia, P. J., & Schacter, D. L. (2018). Creative cognition and brain network dynamics. Trends in Cognitive Sciences, 22(2), 123–135. https://doi.org/10.1016/j.tics.2017.10.004

Final Thought: Don’t wait for the perfect plan. Grab your keyboard, take action, and let your copy grow roots as you go.

My New Creation