{"id":1905,"date":"2023-05-04T15:02:09","date_gmt":"2023-05-04T20:02:09","guid":{"rendered":"https:\/\/capertongillett.com\/blog\/?p=1905"},"modified":"2024-11-20T10:58:27","modified_gmt":"2024-11-20T16:58:27","slug":"7-tips-for-overcoming-copywriters-block","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/7-tips-for-overcoming-copywriters-block\/","title":{"rendered":"7 Tips You Haven\u2019t Already Read a Thousand Times for Overcoming Copywriter\u2019s Block"},"content":{"rendered":"
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Fig. 1. The inside of my brain at the moment.<\/figcaption><\/figure>\n<\/div>\n\n\n

Before you immediately assume you\u2019ve read this post a million times before: You haven\u2019t.<\/p>\n\n\n\n

And there are, to be sure, a million posts about overcoming writer\u2019s block. And they\u2019re full of legitimately good advice. Trying to write a paper or an article or a book or a blog post, and you find yourself stuck? Sleep on it! Find the time of day you\u2019re most creative! Set a schedule! Read everything! Go do something else for a while! Legitimately good. I myself have sat down to write many a longer-form piece on the couch at 11pm as the world sleeps and my AuDHD shifts into hyperfocus.<\/p>\n\n\n\n

But writer\u2019s block as a creative copywriter is a different animal. Not easier, not harder, but different. It\u2019s a different kind of writing. We\u2019re generally working on tighter deadlines (often much<\/em> tighter) than other kinds of writers. There isn\u2019t a lot of wiggle room, or room to make up for lost time as you sit there staring at a blank page. And as that deadline fades into the rear distance, you have other members of the creative team who might be absolutely brilliant and completely creatively unblocked themselves but can\u2019t do their job until you\u2019ve done yours waiting for you to do your job, and the guilt of letting them down isn\u2019t at all<\/em> contributing to your inability to get the ideas flowing.<\/p>\n\n\n\n

And we\u2019re goal-oriented. The writing we do isn\u2019t just supposed to entertain and\/or inform \u2014 it\u2019s supposed to compel. It\u2019s got a CTA attached to it. The work is expected to attain specific objectives, and they\u2019re written right there on a brief that everyone\u2019s looked at and signed off on, and they\u2019re probably going to be tracked by some KPIs, too. So, y\u2019know, no pressure there, either.<\/p>\n\n\n\n

Now, if you are<\/em> on the kind of project that allows you time to sleep on your writer\u2019s block and schedule around your most creative times, definitely go for that. But not every project is that kind of project. Some projects are suck-it-up-and-get-the-copy-to-me-by-EOD projects. So for those projects, here are seven tips for overcoming copywriter\u2019s block when that blank page is taunting you, SHUT UP, BLANK PAGE, I\u2019M NOT A FAILURE, YOU\u2019RE A FAILURE, YOU DON\u2019T EVEN HAVE WORDS ON YOU, YOU\u2019RE A SORRY EXCUSE FOR A PAGE AND I NEVER LIKED YOU.<\/p>\n\n\n\n

1. Go back to the brief.<\/h2>\n\n\n\n

(And you are going back<\/em> to the brief, right? Because you read it in the first place?)<\/p>\n\n\n\n

If you\u2019re stuck for ideas, the simplest first step is to re-read the brief, top to bottom. It\u2019s probably not going to give you any creative inspiration, and if you read it thoroughly in the first place, it\u2019s not going to give you any new information. But it can help you refocus. It can remind you about what you\u2019re trying to accomplish (because, again, we\u2019re a goal-oriented bunch in this field), who you\u2019re speaking for, and who you\u2019re trying to speak to. When your brain is scrambled with your own words and sauteed in failure sauce, it can help to go back to the starting point and look at where the facts are all laid out for you in a neat li\u2019l outline.<\/p>\n\n\n\n

2. Write something<\/em> down.<\/h2>\n\n\n\n

It\u2019s the second tip, but it\u2019s the actual easiest: Just write something<\/em>. (Ideally, something related to the project at hand, please.) The judgmental glare of the blank page is a motherfucker. Retype part of the brief, paste some of your research in there, start with the CTA, jot down some random notes. Write some quick, lazy-ass copy that you know full well is absolute crap but at least satisfies the brief. Just get some words on the page, so you aren\u2019t trying to come up with ideas whilst staring at the evidence that you don\u2019t have any.<\/p>\n\n\n\n

3. Talk it out with other creatives.<\/h2>\n\n\n
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Fig. 2. All my brilliant ideas hanging out together.<\/figcaption><\/figure>\n<\/div>\n\n\n

I mean, yeah, this one\u2019s obvious, but it\u2019s still going on the list: Talk with your damn team. You\u2019re part of a creative team for a reason, you\u2019re all in this together, you\u2019re working to create something cohesive and coherent anyway, and they know what it\u2019s like to be creatively blocked. They know it\u2019s not something you can control, and they know you\u2019re probably feeling some feelings about it, because they\u2019ve been there, so they\u2019re not going to judge. (Probably. If they do, you\u2019ve got some dicks on your creative team.) Tell them you\u2019re blocked, talk it over to see if you can identify how and\/or why you\u2019re blocked, and then bounce ideas off each other until a good one shakes loose.<\/p>\n\n\n\n

Teammate(s) not available for whatever reason? Find some<\/em> creative to talk to. Brief them on the work and see if their fresh eyes\/brain and distance from the problem can provide some perspective you\u2019ve been lacking in your frazzled state. (And then buy them a coffee or something. They\u2019re doing you a favor.)<\/p>\n\n\n\n

4. Get to know your audience.<\/h2>\n\n\n\n

If you\u2019re struggling with what to say to your audience, maybe it\u2019s because you aren\u2019t really talking to them<\/em> \u2014 maybe they aren\u2019t real enough yet for your brain to try to communicate with on a personal level. So get to know them better. Do some research into how they interact with the product or service you\u2019re selling \u2018em, but also completely unrelated stuff. What kind of TV do they watch? What music do they listen to? What do you have in common? What has the news media recently accused them of causing the end of? (Is it mayonnaise?) What stereotypes do they struggle against? Google around. Read some blog posts and articles and forums \u2014 and be sure to hit up sources where they\u2019re talking about themselves<\/em>, and it\u2019s not just someone else talking about<\/em> them.<\/p>\n\n\n\n

If you\u2019re really floundering, you might even take what you\u2019ve learned and synthesize it into a person with a name and a backstory and a profile, and write for that imaginary person. You never know what\u2019s going to make things click, and it could be that knowing their favorite Real Housewife is the connection you need to jump-start your copy.<\/p>\n\n\n\n

5. See what everyone else is doing.<\/h2>\n\n\n\n

No, you don\u2019t want to do<\/em> what everyone else is doing \u2014 that negates the purpose of trying to be creative. \u201cWhat everyone else is doing\u201d isn\u2019t going to make your client\u2019s brand stand out. But if you\u2019re stuck for ideas, using \u201cwhat everyone else is doing\u201d as a jumping-off point is better than no jumping-off point at all. Google around to see what competitors have done, what comparable brands in other industries have done, what\u2019s gotten positive (or even negative \u2014 see below) attention in the past. You\u2019re not stealing<\/em> \u2014 you\u2019re just looking for inspiration, and when you\u2019re done, you\u2019re going to look back at your original inspiration and make sure you haven\u2019t<\/em> actually stolen from it, because again, if you\u2019re not being creative, you\u2019re not\u2026 y\u2019know, being creative.<\/p>\n\n\n\n

6. Start with bad ideas.<\/h2>\n\n\n
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Fig. 3. The quality of today’s creative output.<\/figcaption><\/figure>\n<\/div>\n\n\n

At this point in your ordeal, you might be thinking, Yeah, I have a whole list of bad ideas right here in front of me, thanks.<\/em> But those are unwanted and unwelcome bad ideas. Now, it\u2019s time to lean into it. Now, you\u2019re thinking about the worst<\/em> ideas. You\u2019re wracking your brain for the wrong answer. If a good idea pops into your head, you\u2019re going to write it down, because good ideas shouldn\u2019t go to waste, but then you\u2019re getting right back down to the ideas that would get you laughed at, canceled, and\/or arrested. And when you\u2019re completely tapped out for bad ideas, then<\/em> you can go back to thinking up good ones.<\/p>\n\n\n\n

When I\u2019m leading a brainstorming session, I always start out with a few minutes of the worst ideas we can collectively think of. And that\u2019s because we\u2019re so accustomed to thinking of ideas that will work, that will be accepted, that are easy to execute, and building ourselves artificial guardrails based on what we\u2019ve already done in the past. And that\u2019s fine, except it keeps us away from the ideas that are themselves nonviable, but that can be tweaked and scoped and budgeted into something that is<\/em> viable and<\/em> is novel and attention-grabbing. Starting with bad ideas lets us stretch our creative legs and gets us moving without the guardrails in place, so we can really think creatively without arbitrary limitations. So if you\u2019re stuck for good ideas, set that aside and start thinking up some really<\/em> awful ones.<\/p>\n\n\n\n

7. Do something else.<\/h2>\n\n\n\n

I know, I just<\/em> finished saying you don\u2019t always have the luxury of time when you\u2019re writing copy on a tight deadline. \u201cPut it aside and try again tomorrow\u201d isn\u2019t always an option. So your \u201csomething else\u201d is probably going to have to be a quick<\/em> something. If you have the time to take a walk or do a pilates flow or something to get out of your head, that could help with distraction and dopamine. If you\u2019re working from home, maybe take a shower or brush your teeth or do some dishes \u2014 one interesting study says a low level of background noise can actually contribute to creativity, and \u2018round about the volume of a running shower is great for getting the job done. Combine that with brain-distracting busy work, and you could end up with fresh ideas and<\/em> clean dishes.<\/p>\n\n\n\n

In a real time crunch, just try changing something<\/em>. Put on comfier clothes (or, for that matter, less-comfy clothes). Drink tea instead of coffee. Take your work into a different room. Write with pen and paper instead of your computer. If you\u2019re already working on paper, write in cursive instead of printing. When I\u2019m stuck, I\u2019ve been known to pour myself a wine glass full of energy drink (I\u2019m partial to the orange Rockstar Recovery) \u2014 my ADHD likes the stimulant, and the glass is something I don\u2019t usually drink out of during the workday. It\u2019s a matter of giving your brain something to think about other than how screwed you are \u2018cause you can\u2019t write this copy.<\/p>\n\n\n\n

Every creative has been there.<\/h2>\n\n\n\n

Seriously, we all have, and like I said, anyone who judges you for a) experiencing copywriter\u2019s block, and b) needing some help to get out of it is a real dick. I\u2019ve certainly been there. I\u2019m not going to say I\u2019m writing this very blog post instead of a series of emails that are due to the client by EOD, but I\u2019m not going to say I\u2019m not<\/em> doing that. And I hope these tips are helpful in breaking through the block and getting that brilliant copy flowing like water.<\/p>\n\n\n\n

And if you have any of your own tips for overcoming copywriter\u2019s block, please drop them in comments. I\u2019ma be honest, my dishes are clean, my teeth are clean, my entire body is exfoliated, I have a steno pad full of bad ideas written in cursive, and those emails remain unwritten. It\u2019s\u2026 not great.<\/p>\n","protected":false},"excerpt":{"rendered":"

Before you immediately assume you\u2019ve read this post a million times before: You haven\u2019t. And there are, to be sure, a million posts about overcoming writer\u2019s block. 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