There's a moment every copywriter knows.
You're staring at the screen. The brief is clear. The deadline is approaching... quickly.
And yet, nothing feels fresh.
Not wrong. Not bad. Just... overused.
Before AI tools, I built something that quietly became one of the most valuable tools in my writing toolkit: a 30-page word list.
Not a dictionary. Not a list of "fancy" words.
A living document of words, phrases, and sentence starters I've collected from great writing over time.
And when I'm stuck, I open it.
Not "Inspiration". A Starting Point.
The biggest misconception about writing is that it starts with inspiration. It doesn't. It starts with momentum. My word list isn't there to make my writing sound smarter. It's there to get me moving. When I feel stuck, I don't try to come up with something brilliant. I pick a word or phrase from the list (one I haven't used yet) and build from there.
That's it.
A single new word can:
- Shift the tone
- Change the rhythm
- Unlock a new angle
- Break repetitive phrasing
It's less about the word itself, and more about what it forces your brain to do next.
The Rule That Makes It Work
Here's the part that changes everything: once I've used a word, I tick it off.
No repeats.
That one rule forces creativity in a way most "brainstorming" never does.
Because now:
- You can't fall back on your usual phrases
- You can't default to your comfort zone
- You have to explore new language
It turns your own writing into a kind of challenge.
And weirdly, that pressure makes things easier.
Where the Words Come From
The list didn't appear overnight.
It's built from:
- Articles that made me pause
- Headlines that felt different
- Phrases that carried weight without trying too hard
- Lines that sounded like someone actually thought about them
Whenever something stands out, I add it.
No structure. No overthinking. Just collection. Over time, it becomes less of a list... and more of a creative archive.
What's Actually In the List?
Some entries are single words.
Some are fragments of sentences.
Some are phrases I'd probably never use every day, but they spark something.
A few examples from my own list:
- Ekphrastically, a vivid verbal description of a visual artwork
- "the nuts and bolts of this ethnography be made transparent"
- à la
- mise-en-scène
- "need to be teased out"
And because a large part of our community is Afrikaans-speaking, the list also includes words and phrases that simply feel rich with texture:
- Beuselagtig meaning frivolous
- "'n Voltooide uitspansel van moontlikhede"
- Oudbollig, motballig (referencing to old authors who now feel irrelevant)
- "... vasgevang in 'n wip waaruit hy of sy skynbaar nie kan ontsnap nie"
- Polsende polifonie
Most of these never make it into final copy exactly as written. That's not the point.
The point is what they trigger:
- A different rhythm.
- A different image.
- A sentence you wouldn't have written otherwise.
Sometimes a single unusual phrase is enough to pull you out of autopilot.
Why This Still Matters (Even Now)
With AI, it's easier than ever to generate words. But that's also the problem.
When everything is instantly available, it's easy to fall into patterns that feel:
- Polished, but predictable
- Clear, but forgettable
- "Good," but not distinctive
A personal word list does the opposite.
It reflects:
- Your taste
- What you notice
- What you think is worth keeping
It keeps your writing from becoming generic, even when you're working fast.
Try It Yourself
You don't need 30 pages to start. Open a document. Title it "Word List."
Then:
- Add 5 phrases you like
- Use one in your next piece
- Tick it off
- Repeat
That's it.
No pressure to be brilliant.
Just a system that keeps you from standing still.
Final Thought
Good writing doesn't always come from big ideas. Sometimes, it comes from small constraints.
A single new word.
A rule you have to follow.
A different place to start.
And sometimes, that's all you need to get going again.