Maybe you’re one of the few who never suffer from
writer’s block. But since you’re reading this
then I’m guessing you’re not one of the few.
It’s ok. As you gain more experience you’ll
naturally figure out what works best for you. What follows
is a technique to get you writing that never fails to work.
And it doesn’t really matter where you begin your
next killer sales letter.
Most new copywriters suffer from something similar to
perfectionism. You want everything you write to be
award-winning. To sound great as soon as you type it.
That’s a sure-fire way to start off like you’re
knee-deep in mud.
Remember one thing…
Every great, critically acclaimed writing went through a
process of revision and editing before it walked out onto
the world’s stage. Every single piece of writing, no
matter who wrote it!
So throw your perfectionist expectations out the window
right now. And then do the following…
Start with absolutely any part of your sales letter. It
does not matter and here’s why.
Once you just start writing and build on it, the rest just
follows. Unshackle your brain from having to come up with a
killer headline before you start. The key is to relax.
Relax, do NOT worry about anything…and just write.
Now here are some starting places for you to think about.
Headlines: Some writers just like having them on paper as a
kind of anchor. An emotional starting point. Fine. Do what
feels best for you.
But if you’re struggling with the headline, then just
write a rough one. I’ve done that many times and you
know what? As I’m writing the rest of the letter the
headline unfolds in my mind. I’ll go back and change
it, tweak it. I’ll keep doing that until I’m
happy with it.
Also keep this important point in mind.
Your headline, and subheads, contain your biggest and
strongest ideas about your product. They also should, in
some fashion, contain the greatest benefit for your
potential customers.
If you have NO clue about your headline, then you need to
go back and do some homework.
Start by making a list of product benefits, exactly
what’s being offered, what it will do for your
prospects, etc. And drill down to the gold. Once
you’ve done that, your headline’s in there. Dig
it out!
Your Potential Customer: Start with that person. Your
prospect. Start talking about your
prospect…what’s important to her. You know she
doesn’t give a hoot about you, your business, or your
great ideas about life.
What matters to your potential customers?
Their hopes, dreams, aspirations, needs, wants, desires,
fears, problems…on and on. That’s what you need
to talk about.
Then you’ll blend all that with your solutions.
Just start writing. It does not matter if they’re
just a bunch of notes. The key thing to remember is that by
doing this you’re greasing your own skids, oiling
your writing brain, calling your writing muse. And she will
come and talk to you.
It never fails!
Main Emotion: This is something you better have figured
out. I’m talking about your prospect’s core
emotion…strongest feeling…about your product
and what it will do for her. You will take this and use it
for all it’s worth in your copy. Yes there are other
lesser emotions you’ll need to know and use.
But the main emotion is your big gun in your copy.
You’ll use it to capture attention, build momentum
and keep her reading.
Main Theme, or Your Big Idea: Some writers never leave home
without one. They don’t start writing until they know
what it is. Others use a process of discovery as they
write. Then go back and incorporate it into what
they’ve already written. It doesn’t matter when
it happens when it’s just you and your monitor.
There you are!
You have two important things to do.
The very first thing you need to do is relax and get out of
the perfectionist trap. It’ll bring you nothing but
heartache and a blank monitor screen.
Next…just START writing something. Pick a place and
begin. The rest will follow. In time you’ll discover
what works best for you and writer’s block will be a
faded memory.
----------------------------------------------------
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