I dread some copywriting jobs. Let’s face it, sometimes the subject is just not up our alley, 
or – worse yet – it’s completely foreign to us. It’s tough to get started on these jobs. You do the research, talk to all the people you need to interview and learn as much about the subject as you can in the time allotted. Now it’s time to write. This is when procrastination sets in; suddenly you need more supplies and a trip to the coffee shop for inspiration.
Trust me, we’ve all been there.
Over the years, I’ve learned a couple of ways to tackle difficult writing assignments. These two techniques help me focus on the subject with intensity so I can complete the assignment as quickly as possible without compromising quality. Once you complete one of these exercises, you’re ready to begin the whole re-writing process. That’s the subject of another blog. Today, I just want to focus on how to get started.
How to Break Through Writers’ Block
I use a technique that I learned in a creative writing class years ago. It’s called timed writing, and it’s best done with a pen and paper, rather than on a computer. Start with a short time, say 10 minutes, and begin writing about the subject of your assignment. The key is that you must keep your pen moving. No stopping, no re-reading, crossing out or editing of any kind. Try to lose control and just get down on paper as many words as you can. Don’t even think about punctuation, spelling, grammar, syntax, or anything else that will restrict the flow of words coming out of the end of your pen.
Yes, 10 minutes can feel like an eternity. Over time you’ll be able to increase this. I can do about 20-25 minutes, but that’s it. I find that in this process ideas begin to take shape. One thought triggers another, a question gets raised, an idea comes to mind. And among all the words you’ve put down, there emerges the beginnings of a structure or form to be developed. I find that this is the most difficult part of the assignment. I call it Writing Down the Bones, based on the book of the same title written by Natalie Goldberg in 1986. (Find it from Shambhala Publications at www.shambhala.com.)
Thought Mapping
Another technique I use involves drawing a diagram of the subject in question. For example, if I’m writing about an industrial power tool, I put that in a circle in the middle of the page. Then I think about what’s related to that topic: features and benefits; which industries are most likely to use the tool; warranties; evidence of durability; testimonials from users, etc. Each of these items go into another circle tied to the middle like spokes on a wheel. Sometimes, these satellite circles get little moons of their own. Relationships begin to emerge and the form of the writing practically jumps off the page. The exercise gets me thinking more creatively than just working in outline form.
It’s All About the Money
Here’s the bottom line. The object is to produce quality work as efficiently as you can. Time is money. The more time you fret away avoiding the hard work ahead of you, the more you cut your own fee, right? Use one of these techniques the next time you hit a writing wall, and you’ll be surprised at the results. In fact, the more you use these, the better, faster and more focused you’ll become.
