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How to cure writer’s block with an eyebrow
pencil!
If you could see the first draft of this newsletter
you’d be baffled – it’s only
legible to me. I’ve scribbled it on a napkin
with an eyebrow pencil! I’m sitting having a
well-earned coffee at Paddington station, after a
long day working with clients, and I find myself with
half an hour to spare before my train leaves, and
lots of ideas! ‘Newsletter’ I think. Then
I realise my pen has sprouted legs and walked off. So
I’m improvising.
Today, somehow, without the constant prompt of the
flashing cursor, and the expectant walls of the
office, writing seems to flow so much
easier.
Do you often sit down to write a newsletter, an
article, an ad, a blog
post or even a simple piece of business
correspondence only to find yourself stuck? Whether
you’re short on ideas or lost for words,
writing marketing materials can be tortuous –
for many it’s so problematic they just avoid it
at all costs, resulting in infrequent, sporadic
communication with their customers and
prospects.
I know exactly how you feel – even as a
marketing pro and bit of a wordsmith, I frequently
suffer from writer’s block. And panic, because
I know I’ve got to keep the communications with
my market flowing! It then becomes a downward
spiral.
Fear not though! I’ve learned to get round it,
and so can you. Try my writer’s block-busting
formula and let me know what works for
you.
Must dash – the train’s pulling up to the
platform!
Carolyn Page
Writer’s block
busters
1.
Write a mini plan for each thing you want to
write – this will keep you focused and
provide a framework for your writing. Sitting
in front of a blank screen, with no idea what
you want to say, who to and how, will induce
paralysis. You can
download a form for
writing a plan here.
2.
If you’re not sure what you want to say,
imagine the person you are sending the piece to
sitting in front of you and you’re having
a conversation. What would you say to them?
What concerns or questions would they be likely
to have? This will give you subjects to write
about based on their needs from their point of
view.
3.
If you need to write something go out and do
something else! Sounds crazy but I find I get
my best ideas and do my best marketing writing
when I’m doing something else, like
walking the dog or digging the garden. At least
spend 15 minutes listening to some music before
you start –you’ll be amazed at how
much this helps.
4.
Get out from behind the computer and pick up
paper and pen. Relieve yourself of the tyranny
of the blank screen and doodle. Most of us
don’t have ideas in sentences and neat
rows so why sit at the keyboard and expect it
all just to come out? Scribble down your
thoughts in pictures, words, mind maps,
headlines and quotes. Then start to organize
and refine them.
5.
Incubate don’t procrastinate! Once
you’ve got an idea spend time mulling it
over. Allow time for it to mature. Build time
into your writing schedule to do this. I start
thinking about newsletters at least two months
before I have to have the copy ready. Then by
the time I sit down to write them down in full
they are well thought through and
clear.
6.
If all else fails, get help! You can’t
stick your head in the sand – if
you’re spending too much of your valuable
time getting nowhere, and its making your
marketing (and therefore your business) suffer,
let us know. I’m sure we can solve the
problem together. Perhaps you just need a bit
of hand holding or training? Ultimately the
solution may be to get someone to do the
writing for you; this could be guest writers or
ghost writers.
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Mini
writing plan form
Before
you dive in and start writing marketing
communications put together a mini writing
plan. Here’s a form you can use to do
this.
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Top
Blog
When I
need help and inspiration with copywriting I
look to Brian Clark at www.copyblogger.com
His
practical advice is delivered with searingly dry wit,
through endless riveting stories.
The
Guardian named Copyblogger one of
the
world’s
50 most powerful blogs.
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Are your
ideas sticky?
If you
want to get your message across you need to
understand what makes ideas stick.
Chip and
Dan Heath have analysed what makes a
good idea catch on and come up with an
essential list of attributes, which will help
you assess your businessideas
and your marketing communications.
Read a
review here and order through our bookshelf
at Amazon prices.
Colporteur
Bookshelf
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Previous issues of
Communiqué
If
you’d like to review what was in
previous issues of Communiqué, because
this is the first one you’ve read and
you’d like to see what else we’ve
covered, or because you’ve lost your
old copies, here they are:
October
2009
How
to get noticed
December
2009
Strictly
Come Marketing
March
2010
Work
Smarter in 2010
May
2010
Your
very own secret
millionaire!
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