This is Bonus Video 1.3B in the course: Get Paid To Write Copy Module 1: How to overcome procrastination, writer’s block, and rookie writing errors

Take a proper brief Spend the time to do it properly the first time Don’t start writing yet – get the facts Get clear on the task: (The Brief)

What exactly do you have to write? What is the objective of it? What do you want the audience to do as a result of reading it? You should be able to express the job very clearly. Get clear on the task: (The Brief)

2 x blogs of 300 words each Title 1: Top 10 Ways To Write A Headline Title 2: Copywriting For Social Media Example:

3 x web pages of 400 words: Home, About Us, Services Start with the headline first – if you can’t get that, you can’t know what the piece is about Example:

Use visualisation to help: Fold a page into the correct shape of the piece and map out by hand what will go on each page Find a blog/ the exact same length you want yours to be – do the word count (saves overwriting) Get clear on the word count:

Get all the information you need to progress – many times I’ve had to stop because I don’t know the answer to a major question e.g. SMSF – is it 15% tax on rental income? Or 30%? Get as much information before you start:

If I don’t know the basic features and benefits, I can’t write quickly and with conviction – I need to constantly find a new way to say it that skirts around the truth Get as much information before you start:

Start jotting down notes or ideas immediately after you’ve taken the brief, conducted the interview, or had a meeting with the key players Peak moment for writing - don’t procrastinate at this point – go directly to work Start writing as soon as the meeting ends:

Limit it to a specific time e.g. 1 hour (time waster/rabbit warren) Go on a Low Information Diet (LID) Be careful with research:

Ask the top 20 questions a person would have about your service Set up a Google News or Alerts to help you brainstorm new ideas for topics Organise a focus group of customers/key players to get inside their head and find out what they’re thinking Sourcing new ideas:

Keep a file of competitive pieces – brochures, bookmark other sites for reference, put direct mail in a box by your front door Helps when briefing graphic designers too - a picture tells a 1000 words Create a ‘swipe file’:

Someone has done the research to find out what is important – use that as your basis Get reference websites from client – saves hours and lots of revisions Create a ‘swipe file’:

Ask yourself questions and answer them out loud: “What I’m trying to say is…” “This product is fantastic because…” “It’s different (and better) than other products because…” “The best part about it is…” Speak out loud:

Try selling the service as if you were selling it to your best friend who is right next to you “Marie, the reason I think this is great for you is because…” Speak out loud:

Defined as: an inability to write, often caused by emotional tension Overcoming writer’s block:

Use a large scrapbook as the note pad Have lots of loose paper – if you have limited sheets to work on your brain will limit its ideas to the amount of paper you have Think big:

When typing, change the ‘vibe/feel’ by changing the point size to 14 or 16 or use bold – they all have a different feel and may help you write more fluidly – I use Verdana 12. Think big:

At night in bed Before the sun comes up At the café Create a border on each page as your ‘slate’ Make ‘notes’ – don’t put pressure on you to write ‘copy’ straight away Try writing at different times and places:

Change positions – sit in a bean bag, lie down, slouch, sit up straight Write to different types of music and feel what impact each genre has on you Get some exercise and come back straight away Try writing at different times and places:

Allow yourself to be bad before you get good Get into the flow even if you know it sounds weird, wrong, stupid – it’s all okay If it doesn’t make sense, don’t delete – just start a new paragraph Don’t edit too early:

Your brain needs to find it’s way through the ‘forest’ of unclear ideas Print out the dribble (often pages) Don’t edit too early:

A Christmas Carol – edited version by Charles Dickens

Write a series of articles/blogs/ newsletters at once Copywriter’s biggest problem: what to take out (biggest time waster) Just keep writing with whatever comes into your head and go back later to break it up/chunk it down Write in bulk:

If you’re on a roll, don’t leave your desk Even if you’re hungry or feel you need a break, try to resist it as you will lose your momentum and not be able to get it back again Yes, it’s hard – but worth it because it means you get to finish it Be persistent:

Write AS IF you were Obama, Richard Branson, Nigella Lawson, Gordon Ramsay, etc Hear their voice and write as they would speak Speak in a silly accent and answer the questions we listed earlier e.g. why is this service so good? Rent-A-Head:

Cut and paste from other sites to get started Especially useful if you have to write with a different tone E.g.: High end luxury – cut and paste copy that already has that tone and chances are you’ll continue with it Cut and Paste:

Don’t worry about plagiarising – it always ends up very different to the source material Use ‘Words that Sell’ as starting point Can write completely differently when you use different words Cut and Paste:

Don’t let great ideas slip away but… Don’t lose sleep because you’ve come up with a great idea Be disciplined – turn the light on, jot it down, turn light off, go back to sleep Keep a pad and pen by the bed:

Or write in the dark – use big paper and thick black pen Use a voice memo Keep a pad and pen by the bed:

If nothing flows, nothing works…just accept it and tackle another part of the project Don’t labour over it for too long Tomorrow is another day:

Some days – especially if tired – the words just don’t flow That’s why you should never leave it to the last minute – leaves no room for movement Tomorrow is another day:

Print it out – can never proof from the screen Read it backwards Read it with a ruler underneath it Read it out loud Put it in larger point size Proofing techniques:

Let the work sit for at least hours The corrections will be screaming out to be made when you next see it Can’t get perspective when you’ve just written it Let it pass the Rest Test:

Act like a writer – read books on writing Write everyday: Morning Pages Set yourself the discipline of writing something each day – even your own material If you want to be a writer, write! Write daily:

This is the end of Bonus Video 1.3B in the course: Get Paid To Write Copy Module 1: How to overcome procrastination, writer’s block, and rookie writing errors