COPYWRITERS: HOW TO OVERCOME WRITER'S BLOCK

Usually when we talk about writer's block, we're referring to the writer who just can't get words onto a page. That would be someone working on a novel or a play or an extended essay for publication; they just can't seem to get started or, more often, they've started but now they're stuck.

That kind of writer's block invariably is caused by one of two things: Lack of information...or Fear.

When I say "lack of information," I mean the writer hasn't worked out the story sufficiently or doesn't really know the characters; the way you solve that problem is to stop trying to write and instead work on understanding the story or the characters better.

But most writer's block — as the term usually is used by copywriters — is caused by fear. There is nothing more intimidating than a blank page.

So...Put something on it.

Here's a trick I learned a long time ago, and it works whether I'm writing a commercial or a newsletter or a book: Don't end your workday or your work session when you've finished an entire section. Start writing the next part, even if it's just a couple of sentences.

So if you're writing a book, don't stop when you've finished a chapter. Begin the next chapter, and tomorrow when you sit down to write you won't have to ask "What do I do now?" because you'll be joining a work in progress.

You see, for most writers the hardest part isn't writing; it's starting. And when you sit down at the keyboard to find that someone already has started writing the commercial for you, it's like you've given yourself a gift.

But for people who work for a radio station and write lots of commercials, often it's not really "writer's block;" it's lack of time. It's "Here's the copy order, goes on the air tomorrow, and our production guy is leaving early today for a doctor's appointment."

If you're writing commercial copy and you feel stuck and you've got at least a few extra minutes, here's an easy technique that will help you get started.

Call the client and ask, "How did you get started in this business?" — and then let him talk. Most business owners have a story; let your clients tell theirs.

Here are two more questions you can add. Let's say he owns a bookstore. Ask him:

"What's the one thing you love most about running a bookstore?"

"What's the biggest misconception people have about bookstores?"

Nine times out of ten, if you listen, the client will GIVE you a great story to use in your commercial. I don't mean putting that story directly into the copy; it might just be the feeling the story expresses.

A while ago I wrote commercial copy for a number of different restaurants, and again & again the restaurateurs would tell me the most satisfying aspect of owning a restaurant is seeing how happy their guests are while at their restaurant. I never would have guessed that; I probably would have guessed "being my own boss" or "hearing people rave about our food."

I also learned that is how they refer to their patrons: "Guests." Not customers. Not diners. "Guests."

And all of that helped me understand the experience I was going to try to convey in 30 or 60 seconds.

More techniques for overcoming writer's block in future blog posts.