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Sales Pitching| Article #57 : CURING AD WRITER’S BLOCK
Now that we’ve gone over a number of different ways of writing sales copy, what do you do when you sit down at your computer and attempt to write some sales copy and nothing comes out? I don’t mean that junk comes out. I mean NOTHING comes out. You don’t have a clue where to begin. The page is a blank void to you.
What oh what do you do?
Well, everybody is different, which means that everybody is going to respond to different methods for curing ad writer’s block. But I have found the following methods to be quite effective. Hopefully, one of these will work for you as well.
Go for a walk. Exercise. Play the guitar. Play the stereo. Do something other than what you are trying to do. Sometimes just by getting your mind off of the task at hand and focusing on something else, you will find that ideas will come to you.
I’ve been writing songs for many years. One day I sat down at the piano and decided that I wanted to write a song. I sat there for an hour tinkering away at the keys and nothing came. It was the most horrible hour I had spent at the piano in my life. So I decided to get up and go listen to a CD. While I was listening to the CD, an idea just hit me. It has nothing to do with the CD as I was listening to heavy metal and my idea was MOR. Well, I went to the piano and ended up writing the first song that I ever got published called “And The Angels Sing.” So sometimes it pays to just do something else. The ideas will come.
Look at some of your old writing. Sometimes you can get ideas from things that you wrote a long time ago. Remember, you can’t have writer’s block if you’ve never written anything before. So if you have written something, take a look at it. Maybe you can get ideas from a past work.
Make a game of it. This is what I do when I can’t think of a subject line. I have a random letter generator that generates any number of letters in random order. I’ll try to take that random generation and make a subject out of it. Sometimes the letters just make it impossible to do this, such as when you get xxizpq. But every once in a while, I get a sequence of letters that gives me just the idea I need. There are many games like this you can play to generate ideas.
Read. That’s right. Read other people’s ad copy. It’s all over the place. Certainly you can get an idea for your own sales copy by just reading what other people write. And don’t start with the top sales copy pages, because they’re just going to make you feel bad. Start with some of Clickbank’s lower ranked products. Some of that stuff is pretty bad. Now, I know you’re thinking that there’s no way to get ideas from a bad sales copy, but you’re wrong.
The human mind is a strange thing, and so is the human ego. Sometimes when reading ad copy that is really bad, it makes us sit there and smile and say “I can do better than that.” And many times, reading such garbage, gives us just the ego boost we need to go out and write some killer ad copy.
The one thing you need to keep in mind is that writer’s block does not last forever. Eventually you WILL write again. So don’t sweat it. Like I said, go take a walk. By the time you get back, in many cases the ideas will come.
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