I still do that. About half the time I end up killing my first two paragraphs.

Would probably be a lot closer to 600 words if I wasn't always writing on a subject I know intimately.

Just think of it as the warm-up and allow time for it.

Depends on the topic at hand - if it's something I either know really well or something I'm passionate about, the words flow. Even if the first 600 don't work as the FIRST 600, I can usually find somewhere to stick those thoughts and they're not all garbage.

On the other hand, if it's something I'm relatively new at or something I'm not really into, it's a rather painful process.

As a beginner, you need a structure.

First, do all your prospect and product research.

Second, decide what the hook, big idea (theme), and differentiation of your sales letter will be.

Third, outline a persuasive flow.

Fourth, write each component of the flow. Feel free to write them in the order that makes the most sense to you.

Fifth, when done, put the components together, adding transitions. You now have a first draft.

Sixth, edit.

Once you have some experience under your belt, you won't need to do things so "legalistically". But until then, stick to a structure.

Alex

It's almost like wading into the sales letter with a metal detector or divining rod...kind of muddling around in those first few paragraphs and waiting until the alarm goes off...

I'm starting a big one right now and I just know this is happening...may as well get through all this bullshit and get it out of the way now.

Depends who you are, but I don't know any amazing copywriters who get it right the first draft.

Hell, Parris Lampropoulos told me it took him FIFTEEN DRAFTS until he had finished his first letter that went on to be a control.

I usually rewrite my letters two or three times before I "nail it"...

And I've done what you're describing more times than I like to think about.

But you know what? That's okay. What matters is the end product, and the fact you're being ruthless it cutting out the chaff is a huge plus.

-Daniel

I forget whether it was John Carlton that said it, but he said that for a lot of copywriters the first 500 words is the copywriter's version of clearing their throat.

Once they get that crap out of the way they can actually start saying something!

Ha, no you explained where the Sherpas went pretty thoroughly.

You seem to have had that image in your mind even as you wrote the rest of the page though? It definitely coloured some of the language that you've used.

(so that we're not being too in here, Jeremey wrote a cracking sales page for my coaching program - that doesn't have sherpas from Mt Everest in it)

[DELETED]

I've never had the problem of the first 600 words
being rubbish but it's quite possible that to start
really writing you need to do some writing.

If that's what works for you that's great.

I can tell you that a lot of my writing is done in my
head before I start typing and that I have a very
strong sense of format in my mind (I'm naturally
looking for a strong headline, opening line,
first paragraph etc etc).

Everyone works differently though.

At the end of the day if the copy you're writing is
making sales after you've gone through the editing
and rewriting process just do more of it and be happy
that you can do it.

Kindest regards,
Andrew Cavanagh

I find myself beginning to write later and later in the process.

That way, by the time I sit down to write, the interweaving of product benefits, hooks, copy logic, etc, has matured in my head to the point where I won't waste time writing crap.

--- Ross

Don't sweat it man, this is very common, and actually a good thing.

Knowing that your first 600 words (or first page or whatever) will be garbage actually frees you to stop worrying and start writing.

If you worry about editing as your write, you'll tangle yourself up more often than not.

The secret to good writing, is writing.

If you're like most, you find writing rewarding, and maybe even easy.

Despite this you may find it hard to start.

I for one need to write several pages before my engine is running, and I'm in "the zone".

So when I sit down to write, especially if it's my first time writing for that project.

I just try and blitz out 5-6 pages with no regard to how good it is.

There will be no rhyme or reason to what I write. I may write a few paragraphs that are all first paragraphs - then start writing bullets, then start writing the order form.

By the time I've got 5-6 pages down, I can look over it. Pick out the diamonds from the rough, and start the REAL work.

-Andy

P.S. Sometimes after a long writing session, I'll keep what I wrote. But I'll usually re-order it. Realizing that I had to write idea, and the right execution. But I sequenced my thoughts wrong. So I shuffle my paragraphs around into something more streamlined.
Does that happen to anyone else?

Don't judge what you're writing.

Don't get attached to any of it.

Don't convince that you have to keep a lick of what you write.

There are unlimited ideas out there to tap into.

That's something you need to always remind yourself.

You can always polish, refine, revise, delete and add.

When you're writing, you might get the tone and approach to your letter down immediately.

And...

The right copy might come in your 10th draft.

Doesn't matter.

The point is...

You'll get there - however you get there.

Sometimes your very best copy; the stuff you personally like the most doesn't need to be in the letter.

I can't tell you how many times I've tried to keep copy that I know should just get delete or put in my own personal swipe file for another project down the road.

Likewise...

If something sucks.

Just get rid of it.

Start over.

Don't waste your time fiddling with copy and getting yourself all wound up.

That's how you get blinkered (i.e. develop tunnel vision.)

Mark

P.S. If you have a deadline or clients waiting in the wing for you to finish your copy, get over it. Your process is whatever your process is. Never sign off on a letter you aren't 100% convinced will convert.

Ha, that's funny. I did the one on one coaching with Stan, and boy, they really pack some punch in those sessions don't they?

I'm jealous that you did one with John Carlton... he's a great copywriter!

I've found it really depends on the idea I'm trying to write about. Sometimes I'll get to the bottom of the page and look over what I just wrote and think to myself "where in the world am I going with this..." and just start from scratch. Other times it just kind of "happens" and although it may not be perfect I've got a good place to start from. I know it feels like you're wasting your time if you're constantly chucking the first 600 words but I really look at it like a warm-up. You can't expect to hit it out of the part on the first swing, right?

Writing takes time and the more you do it, the better you become. I find that when I have a writing project, I always try to start with a list of bulleted key points I want to talk about then try to write paragraphs on each point. It keeps me focused so I stay on topic. Also, walking away from your writing and coming back to it with a fresh set of eyes helps with the editing process.