Toughest job for a copywriter; staying creative.

As a copywriter, you're expected to perform miracles - write something creative while adhering to logic, rationale and process. In most cases, the latter takes precedence over the creative bit, therefore taking away the copy's USP and personality.

We've all been there. You get a client brief and you have a flash of genius inspiration - it's got puns, it's got personality, it's got flow.

It might be the best thing you've ever written, then you have to remember the brand's tone of voice and in-house style guide. Once you've crafted your magnum opus so it speaks to that audience, pulls out key shouts and gone through all the rounds of approvals, what made your work spectacular has been taken out and it's just like any other marketing piece.

Unfortunately, it's the perils of being a copywriter and not a journalist or an author. You sacrifice your creativity for that brand. But there are cheats and things you can do to make sure your piece is a crowd pleaser.

Basically, get in the zone, be brave and practice. And if you can't get in the zone, get out of every zone. Clear your mind and wait for that flash of inspiration.

Don't be afraid to fail. Push the boundaries and see what happens. It may not make through the approvals process, but you tried and that's what drafts are for. So experiment, it's better than producing lacklustre, trite copy.

My biggest bit of advice that all writers and potential writers find useful is when you're not writing, read. If you need to write something akin to a news piece, read the Guardian online. If you need to write a play, read unabridged Chekhov. If you need to write product pages, visit the site of your favourite retailer. Immerse yourself in the copy and get your brain thinking like that, then the words will just flow.