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Copywriters block

by wibers
14 replies
Hi all,

I am a complete newbie to both copywriting and this site so please bear with me.

I am trying to write a killer sales letter for my businesses email marketing campaign however I have got a case of the writers block!

I have a fairly good idea of the format the letter has to take its just that I can't think of a good headline to get started.

My business supplies UPVC windows and doors to the trade ie. builders and property developers etc.

Unfortunately, this is not a niche product so I can't come from that angle.

And there is nothing really unique about my product compared to the offerings of my many competitors (a window is a window).

There must be some kind of hook that I can use to maintain the readers interest?

Thanks in advance for your help and advice.

Wibers :confused:
#block #copywriters
  • Profile picture of the author OutOfThisWord
    Wiber... the hook is your company and your company's personal service.

    What your company offers in the way of personal service value can only come from your company and no where else.

    Position your company in the marketplace like that.

    If you have a business that is making sales... then there is a reason.
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  • Profile picture of the author John_S
    You know, there's an easy way out of this. Most will refuse to take it.

    Shut off the computer. Go check out the customer -- in the wild.

    The reason these letters -- in your swipe file -- work is somebody, somewhere, somewhen, got down to the basics of customer research. That's what makes a pitch work.

    Some times you'll get the exact wording from the customer's lips. Other times, you'll have to distill down a range of comments to a common core -- which then becomes your offer or headline.

    Point being, this gives you a way out of writer's block ...and confidence in that way out you'll never find behind a computer.
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    • Profile picture of the author Drez
      EVERY product or service has some unique characteristic (or one can be created).

      Perhaps you have a specific proprietary process for measuring, installing and testing the windows - (For perfect fit, insulating, etc.).

      Answer: Yes you DO (create one)

      Then make sure to give it a name. For example the XYZ-PerfectFit System. (Make sure the name includes your company name or something unique, that could even be copyrighted)

      Once you do this you can claim ONLY YOU offer the XYZ PerfectFit System. (And it will be true!)

      This is just one way to separate your self from the pack.

      I'm sure you will think of other ways too.

      Best of luck with your project.
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      Mark "Drez" Dresner
      Swipe My Massive Copywriting Swipe Files Collection for FREE
      http://AdvertisingCopySwipes.com

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      • Profile picture of the author RickDuris
        Almost every time I've seen a case of writer's block, it's possibly clue one hasn't done enough research.

        Either that or one isn't passionate about selling the product or service.

        In the case of the later, the trick is to find something you can get passionate about regarding the project.

        - Rick Duris

        PS: Or maybe you're trying to hard and just need a break.
        Signature
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        • Profile picture of the author CopyAcolyte
          Originally Posted by RickDuris View Post

          Almost every time I've seen a case of writer's block, it's possibly clue one hasn't done enough research.

          Either that or one isn't passionate about selling the product or service.

          In the case of the later, the trick is to find something you can get passionate about regarding the project.

          - Rick Duris

          PS: Or maybe you're trying to hard and just need a break.
          I agree. If copywriters are at a loss for inspiration because a product or service is uninteresting, then it helps to take an aspect of it and blow it up, exaggerate it--make it larger than life.

          It's up to us creatives to make things more exciting than they are.

          I remember when I was a kid, I would take sticks and rocks and make them into the most coolest and exciting things in the world.

          We should do the same with the sticks and rocks copywriting projects we get. We're the ones with the imagination--let's use it!
          Signature

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          • Profile picture of the author wilmath
            Write down bullets, Features/benefits, until you have more than enough to work with. Ogilvy wrote 107 headlines for Rolls Royce until he got one that he liked.
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  • Profile picture of the author pidefenders
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    • Profile picture of the author Rigmonkey
      If you really believe that 'a window is just a window', you're going to find it really hard to sell your product. You may have the same windows as your competitors, but that doesn't mean there won't be qualities that appeal to your market.

      Seriously, but I'd pass this over to somebody with copywriting experience who can find the benefits for you (if windows are your business, you should know all of these anyway) and create a sales letter that going to have a decent chance of converting. At least you can look and learn for future occassions as you build your own copywriting skills.

      Edit to add: I've looked at the Anglia Windows website, who are undoubtedly one of your biggest competitors. Obviously not a sales letter, but possibly one of the most neutral websites I've ever seen and clearly produced by a moderate-level writer. Have a look at it. I can see dozens of opportunities for improving on it. Why not have a go yourself, see what you come up with and, if you're insistent on writing the sales letter yourself, see how you can translate those improvements into a killer piece of copy?
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  • Profile picture of the author Alex Cohen
    Originally Posted by wibers View Post

    Hi all,

    I am a complete newbie to both copywriting and this site so please bear with me.

    I am trying to write a killer sales letter for my businesses email marketing campaign however I have got a case of the writers block!

    I have a fairly good idea of the format the letter has to take its just that I can't think of a good headline to get started.

    My business supplies UPVC windows and doors to the trade ie. builders and property developers etc.

    Unfortunately, this is not a niche product so I can't come from that angle.

    And there is nothing really unique about my product compared to the offerings of my many competitors (a window is a window).

    There must be some kind of hook that I can use to maintain the readers interest?

    Thanks in advance for your help and advice.

    Wibers :confused:
    If there truly is nothing different about your product from the competition, then the hook could be YOU.

    What is it about YOU that would interest and/or entertain prospective customers?

    Here's a fellow who took a rather mundane product and became the number one guy in his niche... simply on the strength of his persona:

    My American Benefits Plan - Home

    Alex
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    • Profile picture of the author ewenmack
      Tell people "Don't Buy".

      Let me back up a bit with a case study of a business in a crowded market which has been around for decades and decades.

      A Texas furniture removal company told people "Don't Buy" until you ask a furniture removal company these questions.

      It went on to name the questions.

      Result...within 12 months two of it's big competitors went out of business and it got bought out for a large sum by another competitor.

      What it does is set the buyers criteria for buying.

      Naturally it's set so that the competitors can't meet it.

      Thats the BIG IDEA which determines the words you use.

      Best,
      Ewen
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      • Profile picture of the author Alex Cohen
        Originally Posted by ewenmack View Post

        Tell people "Don't Buy".

        Let me back up a bit with a case study of a business in a crowded market which has been around for decades and decades.

        A Texas furniture removal company told people "Don't Buy" until you ask a furniture removal company these questions.

        It went on to name the questions.

        Result...within 12 months two of it's big competitors went out of business and it got bought out for a large sum by another competitor.

        What it does is set the buyers criteria for buying.

        Naturally it's set so that the competitors can't meet it.

        Thats the BIG IDEA which determines the words you use.

        Best,
        Ewen
        Great suggestion Ewen. Setting the buying criteria is a proven way to get the prospect's attention and position yourself as the solution.

        Alex
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        • Profile picture of the author ewenmack
          The feedback I heard was the furniture companies were getting really annoyed by all the people phoning in asking all those questions.

          A real nightmare, hence closing down.

          It's a move you better be sure you want to take, because it can cause a lot of ill feeling, especially in a small community.

          Best,
          Ewen
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          • Profile picture of the author ShaLiam
            If you believe your product service is not a niche, or there is nothing really unique about your product or your service then you are the wrong person to be writing a sales letter, you belong in accounting or shipping and recieving.
            Perhaps you can get your head screwed on straight reading the following:
            http://www.warriorforum.com/copywrit...ml#post1096810
            Signature

            ****************************

            Buy a benefit, live your dreams. Never buy a dream to get a benefit.
            Am I the only person not allowed links to his sites in his signature.

            *****************************

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  • Profile picture of the author copyassassin
    Originally Posted by wibers View Post

    Hi all,

    I am trying to write a killer sales letter for my businesses email marketing campaign however I have got a case of the writers block!
    Wibers :confused:
    Wibers,

    Copywriting, when you peel away the onion layers, is quite formulaic.

    Each piece of a sales letter has a part and a place.

    If you are having writers blockers, one reason might not be knowing which part you need to be working on, or where to put it.

    John Carlton has some really good info on how to crack that block.

    Good luck!
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    The Most Bad-Ass Tax Reduction Strategist for Internet Marketers who HATE paying taxes. See my happy clients

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  • Profile picture of the author FuturePrinceofPrint
    The bottom line is research. Most of the time when people say, "I've got writers block and I'm not able to write"... They haven't put enough research and thought into what they're gonna write about.

    Most people think great copywriters can just pull ideas out of thin air... Their "creativity" is where it all comes from... This usually isn't the case. Just ask any good copywriter on this forum.. Research is king, if you want to be a good copywriter.
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