How to Clobber the Blank Page Blues
Hiya CopyStar,
I remember cleaning my entire house - including
the garage and
my car
- just so I wouldn't have to go to my office and
face the blank screen on the computer!
Fortunately, the days of fearing the blank
screen are over for me - and they can be for you
too - when you discover my secret for overcoming
- and even preventing writer's block. And I'm
going to share it with you right now!
The
biggest mistake most new - and experienced -
writers make
Ok, so let's say you got an assignment to write
a promotion for a nutritional product. You turn
on your computer, open up your WORD doc and
click on the new blank page document icon to get
started. Instantly, a fresh, new, BLANK screen
pops up.
Suddenly, you
stare at that screen like a deer in headlights.
Your mind goes blank... your heart rate speeds
up... and you start hyperventilating.
The words just ain't coming and the negative
tapes start playing in your mind, "you're a
fraud... a fake... you've bitten off more than
you can chew... and you're about to get busted!"
Sound familiar?
Here's how you can overcome this dreaded fear...
Never start with a blank screen! Try this
instead:
When you turn on the computer, DON'T click the
new document icon! Instead, open up a file that
contains a project you've already worked on.
If you don't have
an old project, then open up ANY document that
already has words in it!
Then RENAME the
file!
Guess what?
You're no longer looking at a blank screen!
Now, if you're working on a nutritional product,
you know you're going to need some standard
elements for your package. After all, EVERY
promotion needs an order form and a guarantee,
right?
So, cut and paste an existing order form and
guarantee from a previous project. Don't worry,
you'll change the copy to make it more
appropriate for the new client later. Hmm...what
else?
Well, every promotion needs a headline, right?
So, on the top of the page, write in 24 pt type:
"Big, Freakin' Headline Goes Here!"
Now, delete the old copy that was on the file -
and guess what? You've still got about 3 pages
of text and you haven't written a single word of
NEW copy! But the best part is - you've beaten
the blank page blues! But don't stop there...
...let's
get some butter - 'cause YOU'RE ON A ROLL...
Ok, now, you know
every good package needs strong testimonials. So
as you go through your research kit, find some
interesting testimonials. Create a section in
your copy that says "[Sidebar #? Testimonials]"
and park those strong testimonials right there.
Don't worry about
tweaking the testimonials or writing headlines
for them yet. You're just adding guts to your
soon-to-be kick-butt promo!
What else?
Hmmm...special reports or premiums are also MUST
HAVES in your promo!
Who cares if you
don't know what those reports are going to be
about yet. You know you need 'em so make a spot
for them in your copy. Say something like,
"[Premium #1: this is my lead premium. Needs to
tie in with my theme]. Make notations for the
other 2...5...or 7 premiums you plan to write.
But wait a minute...
Don't you dare
forget about the early bird premium! That's
going to make your prospect ACT NOW! Don't worry
if it's going to be a "Call within 7 or 10 days"
- you'll figure that out later -- just make some
room for that important fast response element
right now!
You gotta be kidding me! Have you really
"written" about 7 pages of copy already? You
ROCK!
Keep this up and
pretty soon, you're going to have TOO MUCH copy
- and you'll need to edit it. That's ok -
editing is WAY easier than creating from
scratch!
Do you get my
point?
The best way to
avoid the blank screen blues - is to NEVER start
with a blank screen! Pure genius, right? But, as
the saying goes, "wait... there's MORE"...
Here are a few
more tips that can help keep your creative
juices and words flowing:
à
It's not writer's block - it's a research
deficiency!
Most writers say they have writer's block when
the truth is, they haven't done enough research
to really understand their product and market.
Don't you DARE
write a single word until you have something to
say!
Do your research
- or hire a good researcher! Become an expert in
the product. Many times, I become so
knowledgeable about the product, I actually
create the names for the new products!
Talk to the
doctor or authority figure for the product.
Don't leave any stone unturned!
à
Don't
think linear! It amazes me when a writer
tells me he can't write the copy because he's
stuck on the headline. My reply, "MOVE ON,
Dude!"
Copywriting isn't
linear. If you're stuck in one area - go on to
another spot!
For example, if
the testimonials are really interesting and they
excite you - start your package by writing the
headlines for your testimonials! You'd be
surprised how many times I uncover a theme or
the main headlines just from reading the
testimonials!
à
When you have nothing to say - STOP writing!
Give yourself permission to take a break - or a
nap!
Do something that
uses the analytical side of your brain so you
give your creative side a break. Pull out a
recipe book and make a new dish. Pay your bills.
I like to take my
97-year old grandmother to Wal-Mart and watch
her shop for the best value for her money! She's
an awesome penny pincher - and it's amusing to
see her debate over which brand of toilet paper
to buy today!
The bottom line
is to get away from the computer and do
something else. Here's what I say to myself
before my break:
"Ok, Carline, you
can stop now, but you need to think of a
kick-butt headline while you're shopping with
Mama Da".
Most of the time,
I get an idea or an inspiration when I'm NOT
focusing on the problem!
Try these tips -
and I guarantee you too will clobber the blank
page blues - and write kick-butt copy in record
time!
