Are You Ever Brain-Blocked About What You Should Be Writing?

DanteRomero · 08-18-2011, 10:41 PM

Is it difficult? It can certainly feel that way - - if you
don't know the right processes, writer's block creeps in
daily.

But you can fix that starting right now. Here's the
first thing you need to know.

Great Copy And Icebergs

An iceberg is a peculiar object. It's truly massive in
size. But we only see 20% or less of it. The other 80% is
below the water, just chillin.

As the titantic found out in it's famed crash-burn-and-meltdown.
And you'll have the same crash in your copy if you don't heed
the iceberg.

Great copy isn't about what you see on the surface. It's
about what is behind the words. You may be telling the
story of how a customer loved your product, but that isn't
what you are saying ...

You are telling the reader that your product is of value -
- it's easy to use - - that others have enjoyed it so they
likely will too. But, be careful.

Do not underestimate the iceberg. Just like body language
and vocal intonation is said to be 90% of your message in
a face-to-face conversation - - the things behind your
words is the majority of what you say in copywriting.

This is so because what you really want to say could often
be listed just like this:
"it's easy to use"
"it's easy to order"
"This is of value and worth your hard-earned money"

and many more things. But just giving that list to a
prospect doesn't work. But you still want to say those
same things. Just wearing a nice hat and a great outfit -
- the words of your copy.

But, let's make this easy not difficult.

How To Know What To Say

I'll knock this out in bullet points to save you time:

-Figure out exactly what statements you want to make to
your prospect.
"it's easy to use"
"it's easy to order"
"This is of value and worth your hard-earned money"
and whatever else needs to be said.

-Then, think of how you can do that in the copy
Write a few different ways to say the same thing

-Pick the best way of saying it. Add that to the copy

-Afterwards, create a flow chart of what each paragraph is
saying behind the words using Business process management, BPM, workflow automation software | bizagi BPMS

You'll get great insight into what your customer is
actually going to read - - rather than just what words
they'll see.

All The Best,
Dante

For maximum learning, study the copy of other copywriters.
Take note of what is said beneath their words. Then, if it
fits your product or service, say the same things in your
copy.

ChrisKahler · 08-21-2011, 10:12 PM

Really great copy is about the idea. The better the idea, the better the offer, the better the benefits, the better the copy. It's kind of a trickle down effect.

Knowing your prospects helps you to determine what trigger words will work best to tap their emotions, but the true magic of great copy lies in the bullet points you make.

Bullets with highly targeted benefits to the right audience really sale the big idea...

But having that idea up front is what gives you substance to create those selling points.

Izzy9 · 08-22-2011, 01:01 AM

I found it easier if I first plan out the emails and write down how the introduction, body and other important details of the sales letter. After creating the guide, I find it easier to let my creativity flow and come up with a very good sales pitch.

albertosm · 08-22-2011, 03:16 AM

my problem is how to staart.
even if i've got this great idea, "plan" so to speak, i can't seem to start every thing
let's just say the "introduction" part

DanteRomero · 08-23-2011, 03:56 AM

Quote:

Originally Posted by albertosm

my problem is how to staart.
even if i've got this great idea, "plan" so to speak, i can't seem to start every thing
let's just say the "introduction" part

Hey Albert,

check out "Advertising Secrets of the Written Word" by Joe Sugarman. It has a great solution for that!

tobyR · 08-23-2011, 01:02 PM

great post and so true. I just find writing what i call freestyle - write, go over, edit, write again and edit again ok sometimes takes a bit more time but it unblocks me and allows copy to flow. Finally i normally get a worthwhile result

The Magician · 08-23-2011, 10:39 PM

Good stuff. Here's the tip that gets me through creative dry spells: don't stop typing. Keep your fingers moving so fast that the editing portion of your brain can't catch up. Don't worry about typos, spelling mistakes, grammar, or punctuation -- just get the ideas out of your head and onto the page. You can edit later. Hope this helps.

DanteRomero · 08-25-2011, 05:56 AM

The two posts quoted below are exactly what you are looking for, Albert. ( he posted above about not being sure where to start. )

If you can just get those ideas down then go back and edit -- you'll find it easier to get moving.

It'll feel weird at first maybe but once you get the hang -- you can't imagine going without it!

Quote:

Originally Posted by tobyR

great post and so true. I just find writing what i call freestyle - write, go over, edit, write again and edit again ok sometimes takes a bit more time but it unblocks me and allows copy to flow. Finally i normally get a worthwhile result

Quote:

Originally Posted by The Magician

Good stuff. Here's the tip that gets me through creative dry spells: don't stop typing. Keep your fingers moving so fast that the editing portion of your brain can't catch up. Don't worry about typos, spelling mistakes, grammar, or punctuation -- just get the ideas out of your head and onto the page. You can edit later. Hope this helps.

08-18-2011, 10:41 PM	#1
DanteRomero HyperActive Warrior War Room Member Join Date: May 2011 Posts: 116 Blog Entries: 4 Thanks: 7 Thanked 42 Times in 19 Posts	Are You Ever Brain-Blocked About What You Should Be Writing? Is it difficult? It can certainly feel that way - - if you don't know the right processes, writer's block creeps in daily. But you can fix that starting right now. Here's the first thing you need to know. Great Copy And Icebergs An iceberg is a peculiar object. It's truly massive in size. But we only see 20% or less of it. The other 80% is below the water, just chillin. As the titantic found out in it's famed crash-burn-and-meltdown. And you'll have the same crash in your copy if you don't heed the iceberg. Great copy isn't about what you see on the surface. It's about what is behind the words. You may be telling the story of how a customer loved your product, but that isn't what you are saying ... You are telling the reader that your product is of value - - it's easy to use - - that others have enjoyed it so they likely will too. But, be careful. Do not underestimate the iceberg. Just like body language and vocal intonation is said to be 90% of your message in a face-to-face conversation - - the things behind your words is the majority of what you say in copywriting. This is so because what you really want to say could often be listed just like this: "it's easy to use" "it's easy to order" "This is of value and worth your hard-earned money" and many more things. But just giving that list to a prospect doesn't work. But you still want to say those same things. Just wearing a nice hat and a great outfit - - the words of your copy. But, let's make this easy not difficult. How To Know What To Say I'll knock this out in bullet points to save you time: -Figure out exactly what statements you want to make to your prospect. "it's easy to use" "it's easy to order" "This is of value and worth your hard-earned money" and whatever else needs to be said. -Then, think of how you can do that in the copy Write a few different ways to say the same thing -Pick the best way of saying it. Add that to the copy -Afterwards, create a flow chart of what each paragraph is saying behind the words using Business process management, BPM, workflow automation software \| bizagi BPMS You'll get great insight into what your customer is actually going to read - - rather than just what words they'll see. All The Best, Dante For maximum learning, study the copy of other copywriters. Take note of what is said beneath their words. Then, if it fits your product or service, say the same things in your copy.

08-21-2011, 10:12 PM	#2
ChrisKahler Copywriter / Blogger Join Date: Mar 2011 Location: Texas Posts: 121 Thanks: 21 Thanked 35 Times in 27 Posts Social Networking	Re: Are You Ever Brain-Blocked About What You Should Be Writing? Really great copy is about the idea. The better the idea, the better the offer, the better the benefits, the better the copy. It's kind of a trickle down effect. Knowing your prospects helps you to determine what trigger words will work best to tap their emotions, but the true magic of great copy lies in the bullet points you make. Bullets with highly targeted benefits to the right audience really sale the big idea... But having that idea up front is what gives you substance to create those selling points.

08-22-2011, 01:01 AM	#3
Izzy9 Active Warrior Join Date: Aug 2011 Location: Asia Posts: 66 Thanks: 7 Thanked 4 Times in 4 Posts	Re: Are You Ever Brain-Blocked About What You Should Be Writing? I found it easier if I first plan out the emails and write down how the introduction, body and other important details of the sales letter. After creating the guide, I find it easier to let my creativity flow and come up with a very good sales pitch.

08-22-2011, 03:16 AM	#4
albertosm Warrior Member Join Date: Aug 2011 Posts: 25 Thanks: 0 Thanked 4 Times in 4 Posts	Re: Are You Ever Brain-Blocked About What You Should Be Writing? my problem is how to staart. even if i've got this great idea, "plan" so to speak, i can't seem to start every thing let's just say the "introduction" part

08-23-2011, 01:02 PM	#6
tobyR HyperActive Warrior Join Date: Dec 2010 Location: UK Posts: 218 Thanks: 0 Thanked 11 Times in 11 Posts	Re: Are You Ever Brain-Blocked About What You Should Be Writing? great post and so true. I just find writing what i call freestyle - write, go over, edit, write again and edit again ok sometimes takes a bit more time but it unblocks me and allows copy to flow. Finally i normally get a worthwhile result
	Handy Hints & Tips for Internet marketing Beginners

08-23-2011, 10:39 PM	#7
The Magician One of the Boys Join Date: Jun 2011 Posts: 59 Thanks: 1 Thanked 7 Times in 6 Posts	Re: Are You Ever Brain-Blocked About What You Should Be Writing? Good stuff. Here's the tip that gets me through creative dry spells: don't stop typing. Keep your fingers moving so fast that the editing portion of your brain can't catch up. Don't worry about typos, spelling mistakes, grammar, or punctuation -- just get the ideas out of your head and onto the page. You can edit later. Hope this helps.