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 okay. 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 just 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 piece of 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 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.