Copywriters, do you find it harder to write content?

[Dean Jackson]

Hey guys,

Just curious about this one. Whenever I try to put "pen to paper" and create an Ebook or something, it just doesn't seem to flow as well as writing sales copy.


Maybe it's because I've trained myself to get to the point and be concise, which is pretty much the exact opposite of writing content... it just seems to come out as "do this, do that", which doesn't have any flavor to it.


I'm probably just over thinking this. Thoughts?


Best,
Dean

[Hans Klein]

Hi Dean...

It's not really true that content shouldn't be concise. All writing strives to get the message across in the fewest amount of words.

But... I understand what you mean. The main difference between the two is that content delves deeper.

The salesletter is the salesman (or saleswoman). Content is the teacher.

So, what makes a good teacher?

His (or her) advice is...

A. Relevant. It's not a far flung theory or concept.
B. Connects. The student grasps or "gets" your lesson.
C. Memorable. It makes an impact in your life. You remember the lesson.

Ideally... you want your content to do all three.

This can be done with:

1. Stories/metaphors. Some of the most memorable business books are those that tell stories before you get the lesson.
2. Structure. Do you see what I just did to illustrate my point? I created a 3-point A-B-C structure. Your structure may be a 5 step process.
3. Engage. Create worksheets and encourage questions.
4. Use examples to make your points real.

And so on. I'm sure you can come up with some other great ideas if you think about creating content from the perspective of a teacher.

-Hans Klein

[laurencewins]

I find it very easy to write. I can do it on almost any topic.

[sethczerepak]

No difference for me really. Like Hemingway said, "long periods of thinking, short periods of writing." If you start with writing, it's always going to be harder.

[EricMN]

If anything copywriting improved my article writing by allowing me to better captivate my audience. Good copy holds attention. . . learning to do this helps a lot with having people interested in your articles. I find it more a matter of what aspects of copy to translate and which ones not to.

I was writing academia and fiction long before copy, though. Picking and choosing the best aspects from each for the task at hand greatly influences and improves my work regardless of what it is.

[HarrySy]

Me? I don't mind rechecking and rewriting my articles just to get it done. Even the best writers in the world are kept on editing their piece.

[Danielle Lynn]

Hi Dean,

I know what you mean. I spend a lot of time cutting out the 'fat' from sales copy to make sure it gets to the point, so the extra descriptions in content writing can seem like space-wasters.

However, I try to approach it from my reader's standpoint. Instead of making a hard sell in content, I'm trying to inform, educate, or entertain the reader.

So while a description might be fluff if it were in a sales letter, that same description properly used in content writing would be expected and be adding to the value and therefore 'concise.'

You brought up some good food for thought, and judging from your copy, I'll bet you can easily create superb content as well.

[Toniy]

I'm a big rambling mofo... so I always gotta cut down my word count

I could always take it from the opposite direction and start with bullet points and build up from there... pretty good idea really.

I spend about 3 months writing articles on furniture. Nothing but. And I did it.

(There's only so many ways you can say 'a chair is for sitting on' but I found EVERY ONE )

Thing is, if you're a good copywriter, you'll be a good story teller. If you're a good story teller, your stuff will be amazing because that's how we're best suited to internalising information.

Do you think perhaps you're overwhelmed by the IDEA of writing a whole BOOK, rather than a sales letter?

If so, man you can give yourself a break It's cool, nobody will mind.

You've got the skills to write an awesome piece, just take it step by step and build on those sexy lil' bullet points

(Hey does anyone know there the apostrophe's go in 'lil' (little)... cos I'm sure it should be li'l' but that looks ridiculous...)

[M A Kay]

I guess it depends on the topic and if you really born as writer then definitely you will not find it hard to write, you can write everything, anything under the heat of the sun...

[EricMN]

Originally Posted by M A Kay

I guess it depends on the topic and if you really born as writer then definitely you will not find it hard to write, you can write everything, anything under the heat of the sun...

This is just not true.

Writing is not a born talent, it's an acquired skill. Some have the predisposition for it. . . the "chops", if you will. But that doesn't mean they can write everything under the sun without difficulty.

For an example, look at majority of the article writers that jump into copy without the hard work and refinement it takes to make a solid finished product.

How many copywriters do you know can turn around and write a NYT best selling science fiction anthology?

How many poets are publishing scientific literature?

How many people can do all of the above with expertise?

Not to say it can't be done, but writing is more often than not arduous. Step 1 to being a writer is not caring about that. Step 2 is getting good.

[Mark Pescetti]

It's important to exercise your writing chops in different styles and expressions.

Writing books, ebooks, articles, essays and blogs enable you to strengthen your skills as an idea person, increase your ability to see a subject from a myriad of perspectives and breaks up the monotony of ALWAYS selling.

I'm completely self-taught as a writer. I home schooled from the 4th grade. I learned early on that it was important to push myself to feel uncomfortable as a writer.

Your question sounded a bit like discomfort... to me...

[Pusateri]

Originally Posted by sethczerepak

Like Hemingway said, "long periods of thinking, short periods of writing." If you start with writing, it's always going to be harder.

That's my experience too. If I can't fill a page on a legal pad in a couple minutes, I'm just not ready to tackle the subject/product yet.

The process, for me at least, is the same for both copy and content. No substitute for head time...or as the people in my office call it, "sitting around doing nothing."

[Ken_Caudill]

I love writing feature articles, fiction and reviews. Writing "content" for SEO purposes is a total waste of time, I think. If Google ever grows up, and it's doubtful that they ever will, the SEO article will go the way of Elvis.

I would be glad to see it.

[arfasaira]

Hi Dean

What I do when I have longer pieces of writing such as ebooks to do is to write out a plan with the most important points which need to be addressed in order.

Whack in an introduction and conclusion and then it's a matter of connecting the dots. I also find that the more detail you put into your plan the better. So a chapter on say marketing will have sub sections on social media, offline, online etc etc.

And to help prevent me getting stuck, I tackle one section at a time and give myself just 5-10 minutes to write non-stop or until that section is exhausted. You can surprisingly get through quite a lot by adopting this method.

And I NEVER edit or proofread until I am TOTALLY finished because it prevents me from concentrating and I find that doing this stops my 'flow', which as every writer knows is imperative to getting some serious work done.

[Jamesgregory]

Perhaps you have a passion for writing sales copy, but not a passion for the topic of which you're writing content?

I can write a TON, but it's only easy if it's something I enjoy writing about. Let's say you're not writing content for something you enjoy... Let me ask... Why not?

[wolfmanjack]

Originally Posted by Dean Jackson

Hey guys,

Just curious about this one. Whenever I try to put "pen to paper" and create an Ebook or something, it just doesn't seem to flow as well as writing sales copy.


Maybe it's because I've trained myself to get to the point and be concise, which is pretty much the exact opposite of writing content... it just seems to come out as "do this, do that", which doesn't have any flavor to it.


I'm probably just over thinking this. Thoughts?


Best,
Dean

If you are making an instructional ebook then the do this do that is not such a bad thing. I end up skipping all the fluff to get to the do this do that part most of the time anyway. if you are just giving information then the Rich Dad Poor Dad books are good examples to use.

[wolfmanjack]

Originally Posted by arfasaira

Hi Dean

What I do when I have longer pieces of writing such as ebooks to do is to write out a plan with the most important points which need to be addressed in order.

Whack in an introduction and conclusion and then it's a matter of connecting the dots. I also find that the more detail you put into your plan the better. So a chapter on say marketing will have sub sections on social media, offline, online etc etc.

And to help prevent me getting stuck, I tackle one section at a time and give myself just 5-10 minutes to write non-stop or until that section is exhausted. You can surprisingly get through quite a lot by adopting this method.

And I NEVER edit or proofread until I am TOTALLY finished because it prevents me from concentrating and I find that doing this stops my 'flow', which as every writer knows is imperative to getting some serious work done.

A good ebook to get is write like a maniac. It is free and he says the same thing. Turn your monitor of and just write until you run out of words. It has helped me past writers block many times.

[deannatroupe]

I tend to have a much harder time writing sales letters than I do writing content. I tend to agonize too much over the details when I am writing a sales letter. When I'm writing an article, blog post, or a special report it seems easier because I just write as though I am talking to someone. I have not quite figured out how to make that work on a sales letter.

[Jake Gray]

Hi Dean,

Before I write, I tend to map it out with a simple mind mapping software
or putting them in modules on a piece of paper. I ALWAYS have a layout
of the eBook that I am writing and it certainly helps.

As Arfa said, Sub sections definitely help.

Jake Gray

[livitweb]

Writing, writing writing,
I agree we all need a clear head to start writing, but often times the best ideas come when our brain gets full of other stuff, and usually at the unlikeliest times as well.
I enjoy writing, but I enjoy the period at the end the most.
Enjoy.
David

[JosephBuchignani]

Content can be more challenging because it contains more, well, content than most copywriting.

The more ideas you're trying to put together, the more potential complexity there is, and the greater the odds of mental overwhelm. Especially with an ebook.

I don't have a problem generating content, but I don't rush it, because I understand that the pipeline's size (the right-brain's throughput) can't change. I let it build up as inspiration strikes and then synthesize and edit when I reach critical mass.

[Izzy9]

I pour my heart out when creating content and even if I have to spend more hours on it, I'd willing do it just to com up with a quality article. At times it's not easy though and I found it easier to rest for a few minutes before getting back into it again. A good outline really helps though.

[yecall]

I think it is the length of the content. In many ways, longer projects can be discouraging because it just takes a longer time to get done with them. For this reason, I have become discouraged with many an ebook idea. The whoe thing is to break it down into small manageable chunks so as not to become overwhelmed.

[Rezbi]

Originally Posted by Dean Jackson

Hey guys,

Just curious about this one. Whenever I try to put "pen to paper" and create an Ebook or something, it just doesn't seem to flow as well as writing sales copy.


Maybe it's because I've trained myself to get to the point and be concise, which is pretty much the exact opposite of writing content... it just seems to come out as "do this, do that", which doesn't have any flavor to it.


I'm probably just over thinking this. Thoughts?


Best,
Dean

I can write pretty much anything as long as I'm getting paid for it.

Just flash the cash and I'll write or re-write it.

When I worked in IT I used to do a lot of overtime as long as the pay was good (not always the same). The admin. guy used to call me a mercenary.

Hey, why else do we work?

If anyone says love of the job, I've got plenty of unpaid work you'll love.

[Bruce NewMedia]

Dean that is a great question!...I was just recently telling a warrior on the phone, I have come to dislike writing any kind of content.

I guess I've trained myself to write in an 'advertising' manner, and find it harder and harder to do anything else. In fact, I'm in the process of sending a content writer an outline of some material I need massaged and made into an article.

I used to wonder why guys like Jay Abraham had much of their newsletters and other content turned out by others, now I understand better.
_____
Bruce NewMedia