3 Steps to Writing Great Copy When You’re Under the Gun (and Can’t Think of a Damned Thing to Say)

If you’re an entrepreneur working online, you’ve no doubt found yourself scrambling to write some copy for a promotion (or even a client) at the last minute. And while there’s nothing like a deadline to get your keyboard clackety-clacking, sometimes “pressure” is the last thing you need to help fill the blank page.

Well, if you’re a professional copywriter, the production line can’t wait. Client’s don’t care if you’re “in the mood” to write or if little Johnny was sick at home the day before a critical deadline. Moreover, it’s pretty hard to promote ANYTHING online–including yourself–without strong copy to support your offer.

So I’ve had to learn to get over myself and write great copy in any situation, whether I feel like it or not. My 3-step process for doing this has never let me–or my clients–down:

1) Create your writing happy place. It’s imperative to your productivity that you have a “go-to” environment for writing. If you use this technique consistently, you literally train your brain to unhinge from all the stuff that clutters it and get into creative flow, the minute you enter your writing happy place. For me, this means a full belly, no children pulling on my pant leg, a proper keyboard (not the elf-sized laptop variety), and an open MS Word document with the font set to 12 pt. Arial. (I’m dead serious on that last one, so don’t knock it ’til you try it.)

2) Use your hands instead of your head. I can’t say for sure why this is, but the act of putting pen to paper opens up a direct line to the soul. You can’t help but be authentic. Doodle for five minutes if you’re drawing a blank. Then just scribble some random thoughts about what you’re trying to write about. Channel into the pen until nothing else is rattling around in your head. Walk away. Have a cup of coffee. Come back and open up that word processor.

3) Break every rule in the book. Yes, you read that right. Whatever formula you’ve memorized–whatever the copywriting gurus (including me) have told you–chuck it aside and start writing. Say whatever is in your heart, your head or kind of stuck in your throat. Write a love letter to the person you hope will read your copy and take action because of it. Create first; use your word processor to go back and add structure later.

That’s it. The rest is a matter of study and practice, but the point is that unless you start somewhere, you’re just prolonging the agony of your procrastination.

Rome wasn’t built in a day, and hey, copywriters aren’t born copywriters. But if you return to this process again and again, I guarantee you’ll start to tackle that blank page with a lot more confidence and a ton more heart.

What are waiting for? Go find your happy place.

If you liked what you read here but aren’t sure how to translate all that ?stuff? in your head into meaningful action, click here. Dare to Act! is an interactive opportunity to “write the story” that will fuel-inject your marketing!