A continuación, te explicamos cómo puedes mejorar la resolución de problemas como redactor senior a través del pensamiento crítico.

I approach every project with questions first, not assumptions. Curiosity drives me to look past the obvious brief and dig into the real problem we're trying to solve. I ask why something matters, who it’s for, and what’s getting in the way. That mindset opens up more creative, targeted solutions because I’m not just responding to a request, I’m investigating its root. I also make time to explore ideas that don’t have immediate answers. Sometimes the best insight comes from the second or third layer down. Critical thinking starts with being genuinely interested in what’s not being said and staying open long enough to find what others might overlook.

Einstein famously said his greatest gift was not intellect but curiosity. Being curious and asking questions and having a sense of awe is important for everyone, especially leaders. The day we stop learning or wondering is the day we die.

Before becoming the Head of Copy, I spent over 6 years as a Senior Copywriter, honing my problem-solving skills through critical thinking. When faced with challenges, I approach them methodically by analyzing the issue, exploring various solutions, and selecting the most effective one. By thinking critically and creatively, I have successfully resolved complex problems in projects, such as navigating conflicting client feedback to deliver compelling copy that meets objectives. This experience has taught me the importance of strategic thinking and adaptability in overcoming obstacles efficiently.

Critical thinking is not only an intellectual exercise, but a core leadership skill in content creation. It means challenging assumptions, identifying inconsistencies, and making decisions based on logic and evidence, not opinion or habit. As a senior copywriter or content lead, critical thinking elevates your role from wordsmith to strategic problem-solver. When content performance lags or messaging feels off, you need to ask why: Is the narrative aligned with the audience’s needs? Are we solving the right problem? Are we measuring what truly matters? By applying critical thinking, you uncover root causes, connect insights across departments, and build content strategies that are intentional, coherent, and measurable.

You sharpen critical thinking by questioning everything—briefs, assumptions, even the damn CTA. Don’t just ask “what do they want to say?” Ask “what does the audience need to hear to take action?” Great copy solves problems because it thinks before it types. Every word has a job. If it doesn’t move the reader or the result, it’s fluff. Burn it.

Before you solve the problem, make sure you actually understand it. Too many briefs get skimmed when they should be dissected. Step back and break it down—what’s the real goal here? Who’s it for? What message actually needs to land? The clearer you are upfront, the sharper your copy will be. Deep analysis turns “just okay” ideas into on-point strategy. Slow down before you speed up.

Brilliant insight! Lateral thinking unlocks fresh ideas that traditional logic often misses. As copywriters, our greatest breakthroughs often come when we step outside the usual patterns, whether it’s borrowing from art, science, or even a random conversation. The best copy doesn’t just inform; it surprises, delights, and reframes. Here’s to breaking mental walls and seeing with new eyes!

If your first idea feels familiar, your audience has seen it before. Lateral thinking is how you zig when everyone else zags. Pull inspiration from weird places. Flip the premise. Try the “wrong” tone just to see where it goes. Sometimes your best copy shows up when you stop trying to write copy. Great problem-solving doesn’t come from staying in your lane—it comes from wandering with purpose.

So true! Empathy is the secret ingredient that transforms copy from good to unforgettable. When we truly feel what our audience feels—fears, hopes, frustrations—we don’t just write to them, we connect with them. It’s less about selling and more about serving. Deep empathy leads to powerful storytelling that makes readers feel seen, heard, and understood.

If you don’t feel what your audience feels, you’ll never write something that moves them. Empathy isn’t just a nice-to-have—it’s the backbone of persuasive copy. Step into their world. Understand their frustrations, goals, fears, and desires. When you write from that place, your copy stops sounding like a pitch—and starts sounding like a solution. And that’s when people lean in and take action.

Absolutely! Regular reflection turns experience into insight. In the rush to finish projects, we often skip the step that fuels real growth—asking what worked, what didn’t, and why? Every project is a mirror, showing us patterns in our thinking and new ways to improve. With consistent self-assessment, we don’t just get better at writing—we evolve as thinkers and problem-solvers.

Shipping the project is step one—learning from it is where you grow. Reflection isn’t just about patting yourself on the back (or beating yourself up). It’s about spotting patterns: What worked? What stalled? What would you do differently next time? Every project has hidden lessons—but only if you take the time to look. The more intentional your reflection, the sharper your instincts become. That’s how good copywriters become great problem-solvers.

Rigid writers get left behind. Copywriting isn’t just about mastering technique—it’s about staying nimble. Platforms shift, audiences evolve, trends flip overnight. The copywriter who adapts wins. Stay curious. Stay open. Be willing to rewrite the rulebook (and your headline) when the moment calls for it. Adaptability isn’t a soft skill—it’s your edge.

Procuro refinar e questionar o briefing com foco em entregar um texto estratégico e não apenas um texto bom. Faço perguntas como: O que não está dito aqui? Qual é a intenção? O que outros textos não entregam que eu posso entregar? Além disso, costumo assumir dois pontos de vista: o do cliente e do leitor. Tento construir valor para o conteúdo que estou criando, para que ele entregue informação que gere conhecimento, resultado e aplicação prática. Sempre que há tempo disponível, ainda acrescento um processo de autocrítica estruturada: uma análise bem aprofundada do que foi escrito, buscando cada melhoria que ainda pode ser feita e retomando os pontos centrais para verificar se tudo foi contemplado.