What is writer's block?
Are you working towards a copywriting deadline or are trying to write a blog that you hope will make your website rank higher, or an email that will drive customers to your new line of products and...bham! all of a sudden your mind goes blank?
Writer's block is when you're stuck on an idea for too long without coming up with anything new. It can happen to anyone, even professional writers, and it's one of the most frustrating feelings, especially when accompanied by anxiety and frustration from having to meet a dreaded deadline.
However, fortunately for us, it's not a disease nor an illness, but rather a temporary state of mind that needs to be switched. So let's take a look at what might be causing it, and, most importantly, how to overcome it.
What causes writer's block?
There are many reasons as to why you might be suffering from writer's block.
> Some of us might just have run out of ideas what to write about. Or rather, might have lots or too many ideas and don't know which one to go for and how to get re-started.
> Sometimes it could just be down to feeling overwhelmed by the amount of work that one piece of writing needs doing.
> The fear of making mistakes or not meeting our clients' needs might also cause a temporary lack of confidence in our abilities that might result in stress, anxiety and a strong desire for procrastination.
> Occasionally, and especially if at the beginning of our copywriting career, we might also get stuck thinking we should achieve 'essay perfection' - after all, so many have experienced that normative teacher in school who would mark our work down for being 'a tad too creative with our language or with structures' - mmmh, there would be no Mrs Dalloway if that were to be the case.
> Lastly, let's admit it...sometimes we might just be bored or easily distracted by all sorts of external stimulation (e.g. a dog barking, a phone call or that new social media viral piece of 'information'), and the trouble with focussing that stems from it is by far what haunts the most even the best of writers.
So what can we do?
A few tips on how to overcome writer's block
1. Write down what you want or have to write about in one simple sentence
The first step to writing anything is to have something to write about. If you don't know what to write about, you won't be able to write anything at all. So the first thing you need to do is figure out what you want to write, simple hey?
But hold on a second, isn't this what we are having problems with in the first place?
For as counterintuitive as it may sound, when you may not even know where to start, if you just sit down and think about it, you'll find yourself having ideas.
So right now, count down from 5 to 1, move from where you are and sit on your writing chair. Then start your laptop or grab a notebook and jot down, in one simple statement, an experience, a product, a feature, a problem or a solution that speaks to the human condition in one of your potential readers and then think...how could this catch their attention, improve their life, offer them solace, inspire or just simply entertain them? If you have an answer to any of those questions, you have found yourself a topic to write about, yippie!
2. Start with a Question
If you start with a question, you'll be more likely to come up with answers. Ask yourself what you'd like to learn, how you can improve, or what you need to do next. You can also ask yourself why you're doing something, or what you hope to gain from it. You can also ask the same questions in the 'you' form, so you can put yourself in your customers' shoes and write your answers in such a way that will speak to the reader first, instead of using the first person narrative.
3. Turn it into a Title
Once you've got some idea of what you want to write, you should try to make it sound interesting. A good way to do this, is to create a great title. Titles are often the first things people read, so they're a great place to get people engaged.
Make it so that it applies the 4U Rule of writing effective headlines. Use this rule to make it sound either Urgent (e.g. add time limitations such as today, this winter, etc.), Unique (e.g. it tastes like birthday cake and shame), Ultra-Specific (e.g. How to....in 30 days) or Useful (e.g. The complete guide to...). Once you've got a title, you can go back and edit it until you feel comfortable with it.
If inspiration is still not hitting you, how about getting started with a few keywords around your products and services, and then stick them into an AI writer?
4. Ask AI Writers and Tools for Some Help
Using keywords or phrases as a starting point and then putting them into Tools such as Answer the Public has made my life so much easier! You can't imagine how simple it makes it to find out what people are searching for online with regards to products, services or the solutions you offer to problems they might be experiencing . It's such a great tool to understand how people's minds work, what motivates their searches, the popularity of certain queries and, most importantly, their painpoints.
Ok, so what next?
Stick the question that most resonates with you and what you might want to write about into an AI writer and get them to start the job for you. My personal preference goes for Ubersuggest's, since its first step is to come up with suggestions around Title Tags and Meta Descriptions, which ensures not only that my article is going to be relevant for my intended readership, but that it's also going to be SEO friendly. Fabulous!
What hitting the next button gives me access to is then a list of headings and subheadings for each topic/subtopic I might want to tackle and a glimpse into a very streamlined content outline that I use as the initial framework to then shape up with a bit of personality, Tone of Voice and unique viepoints later on.
But before spicing it all up with style...I take another simple step... Yup!
It's the infamous ChatGPT. It's made quite the headline these days, hasn't it? So what do I do with its free version? I chuck every heading and subheading suggested by Ubersuggest into it and ta-dah! here I am with a first well-written and thoroughly researched draft of my paragraphs, without having to spend hours and hours and hours on finding things out I might have relative knowledge about or a very tunneled vision on.
And NOW the time to be CREATIVE has come!
5. Copywriting best practice that everyone should follow
Start with PAS
The PAS formula is a copywriting framework used to structure persuasive messages. PAS stands for Problem, Agitation, Solution, and it is a useful tool to guide you in crafting effective messages.
Here is a quick breakdown of each element of the PAS formula:
Problem: The copy starts by identifying a specific problem that the target audience is facing. This problem should be relatable and compelling, as it will serve as the hook to grab the reader's attention.
Agitation: Once the problem is introduced, the copywriter agitates the reader's emotions by describing the negative consequences of not solving the problem. This creates a sense of urgency and makes the reader more receptive to the proposed solution.
Solution: The final element of the PAS formula is the solution. You present a product or service that solves the problem and explains how it can benefit the reader. This section should highlight the unique selling points of the product or service and explain why it is the best solution for the reader's problem.
Overall, the PAS formula helps you structure your messages in a way that resonates with your target audience and encourages them to take action.
What's in It For me > Turn 'Me' into 'You'
The "What's in it for me" (WIIFM) copywriting formula is a powerful way to grab your audience's attention and convince them to take action. It works by focusing on the benefits that your product or service provides to the reader, rather than just its features.
To use the WIIFM formula in your copywriting, follow these steps:
Start with a clear and attention-grabbing headline that highlights the main benefit of your product or service.
Use the first few sentences of your copy to further emphasize the benefits your product or service provides. Be sure to answer the reader's question "What's in it for me?" and explain why they should care.
Use bullet points or short paragraphs to highlight the key benefits of your product or service. Make sure to focus on the benefits rather than the features.
Use social proof, such as testimonials or case studies, to further reinforce the benefits of your product or service.
Close with a strong call-to-action that encourages the reader to take action based on the benefits they will receive.
By following these steps and focusing on the benefits your product or service provides, you can use the WIIFM formula to create compelling copy that motivates your audience to take action.
Use the language of your customer
When it comes to copywriting, it's essential to understand your audience and use language that resonates with them. If you're targeting a specific demographic or niche, you'll want to use language that speaks to their interests, values, and needs.
For example, if you're targeting a younger audience, you might use more colloquial language and references to popular culture. If you're targeting professionals, you might use more formal language and industry-specific jargon.
In any case, the goal is to make your audience feel understood and connected to your message. By using language that feels natural to them, you can build trust and establish a rapport that can lead to long-term engagement and loyalty.
I hope all of the above will help and I will keep on adding more and more tips that may help you either write articles for your small business or for your own enjoyment, and tackle that insidious writer's block. In the meantime, have a wonderful day ahead and...
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