Beat Writer's Block... Forever
There you are, a thousand things to do. People and projects competing for every minute every second of your time. The deadline for this promotional piece looming, and – even with all the work we've done so far – you come up with nothing. Seconds tick by, turning into minutes. Minutes turn into procrastination, procrastination turns into death. You blow the promotional schedule, lose clients, leave money on the table, and, instead of that tropical vacation, you're going camping... again.
If only you'd had a method... a foolproof method for avoiding writer's block.
Well, we aim to please. This one is lifted wholesale from Gene Schwartz.
Create some kind of ritual around the process. Some kind of anchor. Write at the same time, have the same cup of tea, wear the same shirt, etc. Next, set a timer for half an hour. Schwartz used 33:33. That way he only had to press one number. Then you do nothing for the next half hour but write. If the words come, fine. If they don't come, fine. But do nothing else. Wash, rinse, repeat the process.
I don't understand it, but it always seems to do the trick for me. Of course, with the work we've been doing (all the bullets, headlines, etc.), the material you want to put down, the elements you need – even the forms we'll learn to copy – the writing process should be a breeze. In fact, if you've done all the leg-work, your sales pitch should practically explode onto the page. If you have a good swipe file, and are comfortable using it, you'll be done in no time.
One the other hand, to write truly compelling copy, it is often necessary to start from a (more or less) clean slate. Starting from scratch, while working from solid principles, can yield the greatest returns. The above tactic can help this bold approach go more smoothly.
Now let's get into the body copy, with some examples to see copywriting at work.
To Your Higher Response,
Comments
PPS: And it IS effective, it IS!
All the best,
April BraswellRomance Coach, Online Dating Coach
This reminds me so much of Pavolvian theory (Ivan Pavlov) based on conditional reflexes or the building and/or retraining the brain to an instant response to a specific stimuli. It was the same training my mother used so that all five children learned to pee on demand ... such an efficient woman.
I often cite this concept when working with clients on visualization, grounding, relaxation techniques ... purposefully and intentionally creating triggers.
Excellent post (as always) Sheridan.
Sue Crutcher
Life Empowerment Mentor & Success Coach
Great advice.
Tim
Dr Peter
Great tip. I like to work in short focused periods.
Yann Vernier - Personal Coach
This is a favorite tactic of many writers, fiction and non-fiction. Some even recommend building up to a certain amount of writing time...start with five minutes at the same time every day and then build it up in increments. (There's a baby step for you, Sue!) And many say to keep writing, no matter what comes out.
Now to actually put it into practivce....
Jennifer Skinner
Wardrobe Planning Expert
I love this. I've not tried it before. I often find myself doing 5 minutes of writing on this topic then start reasearching this or answering that. I'm going to try this today
Thank You
Focus Your energy
I love this. I've not tried it before. I often find myself doing 5 minutes of writing on this topic then start reasearching this or answering that. I'm going to try this today
Thank You
Focus Your energy
Matthew Shields
Aaron
The most time is spent listening. I try to stay in touch with American sentiment. How popular is Oprah this week. What do most people think of the economy. Politics. What are comedians talking about. That sort of thing generally, and constantly. Then, given a project, I look at that market specifically, and the product. I search for a link. And listen to all the stories around the project. And the story of the marketplace. What pitches have they heard. How skeptical. How well do they know the product.
After all that, after I've got all the info, I will spend a great deal of time writing bullets. And musing on the story. At some point, it's just time to write. I always know. And from that point, there's little resistance. The story is developed in my mind. All the key points are decided. I may look over some letters to decide the form.
Then I sit down, and knock it out. Three hours is the max for time I can focus as intensely as I need to. Remember, it takes a lot of energy to sell as many people as will see this letter. But in a couple of sessions, I'll be pretty close. If it's a more familiar project, one may do it (after all the prep work). I usually do little revision. Twice through the draft gets it, and usually just takes a little editing.
I think that is the result of massive preparation, and mental organization. I read an article by Bob Bly last week. I'll summarize it here. 'Most of your editing in long copy is a waste. Focus on headline, or whatever they see first. Pay close attention to the place where you tell the story/big idea. Work on your offer.'
I'm glad he thinks so, because I feel the same. That's why we spent so many posts looking at the headline. We're taking care of the big idea now. And we'll get to the offer, which is one of the most overlooked parts of copywriting. No one tests as much as they should.
Kevin said 8 hrs. It can take just a few hours, or a few months to really write great copy.
Sorry not to be more specific, but it's creative stuff, and really depends.
Great idea for any project! I think we avoid getting anything done because we always think it will take more time than we have, so why start!
Thanks again
John
More great info. Rituals and traditions help cement habits. I like the 33:33 idea.
Scott A Bell
I Am The Road Warrior: Travel sized everything
I like the timer idea. Never thought of that.
Steve Chambers, Sales Trainer