“I hate thinking about writer’s block! I don’t have writer’s block much, knock on wood, but if I do, I think it’s usually because I haven’t done enough research and am therefore unable to create a fully realized world.” — Cynthia Kadohata
As working copywriters we’ve heard all the tried-and-true formulas. AIDA — Attention, Interest, Desire, Action. The “Four U’s” of headline building — Useful, Urgent, Unique, and Ultra-Specific. The “Four C’s — Clear, Concise, Compelling, and Credible. FABR — Features, Advantages, Benefits, and Results. PPPP — Picture, Promise, Proof, Push. And the list goes on.
But even armed with all these devices designed to give us structure and stimulate our creativity, there are times when we just can’t seem to come up with the right stuff. It can drive you crazy. Is it a lack of research? Is it a lack of value in the product or service? Or did you just lose your mojo?
Relax. If this has happened to you, first know you’re not alone. It happens to all writers — even the greats — at one time or another. Even Stephen King — not a copywriter per se but still one of the most prolific authors of all time — referred to it in a 2006 Washington Post article:
“There may be a stretch of weeks or months when it doesn’t come at all; this is called writer’s block. Some writers in the throes of writer’s block think their muses have died, but I don’t think that happens often; I think what happens is that the writers themselves sow the edges of their clearing with poison bait to keep their muses away, often without knowing they are doing it.”
If writer’s block happens to you, don’t be too hard on yourself. It doesn’t mean that what you’re doing isn’t worthwhile or that you’re a bad writer. It simply means that you’re a human being and that marathons — which our copywriting projects often turn out to be — aren’t easy.
What you need, when this happens, is something of a kick-in-the-butt method of getting that “mojo” back. So, for the next time you find yourself stuck without anything to say, here is a list of questions to ask. Your answers will help you jump-start your efforts and get at least a decent piece of copy onto the page. Then you can build from there.
1) Is Your Timing On Target?
This is figuring out how the product or service is going to be just what your audience needs at that particular moment. It takes research into the market, industry news cycles, and, of course, your audience and their mindset. Much of this research will happen before you start writing. The goal is to develop a logical road map of how your copy will progress from headline, to lead, to body copy, to close, to offer, and to guarantee.
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