Escaping Writers Block
Easy Read
Blink. Blink. Blink …
… that black flashing line blinks.
You’re picking your nails, poking your dry eyes and slouched in your office chair.
A million tabs open from your latest browsing session. Those famous copywriters you follow whirling around your head as your fingers hover the keyboard.
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“Write the headline first” one says.
“Pfft, forget him. Write the bullets first.” says another.
“Headline”
“Bullets”
“HEADLINE!”
“BULL-ITS!”
The angel and devil wrangling on your shoulder, out to inspire but only overwhelm. All the while…
blink …
blink ...
blink …
You sip a half cup of lukewarm coffee and stick on BrainFM in hope for some luck and magic. You come up short. The words aren't there. And you're high-tailing it towards a missed deadline.
blink …
blink ...
The copywriting muses are giving you the silent treatment.
That’s because you’ve done the unthinkable. You sped through this copywriting phase that has a proven ability to rid you of writers block …
… it’s research helpless copywriter.
And I suspect you might’ve come down with what Gary Bencivenga calls ‘LRS’ (or lazy research syndrome). And that what you’re feeling isn't ‘writers block’ at all.
But work ethic.
People don’t actually want to write. They want to have already written great copy.
Hate to break it to you, that ain’t the gig. But there are ways to muscle past the struggle which I'll reveal in 208 words.
First, you need to realise that …
The best copywriters to ever do the verbal tap dance, were manic researchers.
John Caples advises to gather seven times more information than you could possibly use.
Gary Bencivenga says copywriters should be “Like miners, they dig, drill, dynamite, and chip until they have carloads of valuable ore.”
John Carlton cuts us with “Writer’s block? Complete bullshit. It’s just a matter of not having prepared yourself for the task.”
Research is the most effective cure for ‘writers block’.
Lazy research is the root problem for why you don’t feel confident in your copy. Why you don't really know if your words will resonate with the reader. And why you still feel like a copywriting imposter.
But good research is the weapon that will take out that blinking cursor baddie.
So when you're finally ready to sit down and write, copy will spew from your fingers like gold dust.
Because now you know who you’re writing for, what language they use and what they care about.
Preparing to write means you’ll never have to deal with a blank screen again.
(or feeling like a fraud and fearing that the client will call you out on your crappy copy)
Here’s some advice on where to start. And not some junk tips but some real goodies the pro’s use.
Write your ideas when they come to you. I tried carrying a notebook to use for notes, sentences, words for later. Wasn't for me … so I just use my phone. You can too. Get strict with recording your ideas at the exact moment they enter your brain.
Gather all the interesting information that’s needed. Chat with teams within the company, interview customers, google search the industry. Do whatever needs done to fill your head up to tipping point.
Then…
Give your subconscious space to breathe. Take long walks, naps, or daydream often. Get away from it all. Let it simmer. Your subconscious will organise all your brilliant research until your fingers twitch, ready to write.
Edit Ruthlessly. Great writers don’t write a first draft and call it quits. They leave it a while. Then with fresh eyes they sit down and pulverise any unnecessary words and sentences. Good writing is re-writing.
Start wherever the heck you want. Headline, subheads, bullets, body copy - start anywhere. Ease into the process. Writing anything is still writing.
“Writers block is the simple matter of not knowing what to do next” said John Carlton. It’s easily solved with ample research.
Without it?
Blink …
Blink …
Blink …
You have been warned.
