Yesterday I was writing a sales page for a new program I’m offering. It wasn’t a particularly complicated job so I didn’t think it would take long. In fact, I sat down to write at 8am and figured I’d be done and sipping a congratulatory Starbucks by 10am at the latest.
10am came and went and I wasn’t nearly finished. The writing was going so painfully slow that I felt like banging my head on the keyboard.
I couldn’t figure out what was wrong. Why was I struggling to write this thing? Why couldn’t I figure out what to say and how to say it? Why couldn’t I get this damned thing done?
Pretty embarrassing for a guy who wrote a book on copywriting!
Now one of the advantages of writing copy for your own business is that you can give yourself a deadline extension!
But I really didn’t want to do that. I needed to get the thing done. That day!
So I asked myself, “Okay, mister copywriting expert. If someone asked you for advice on how to write copy, faster, what would you say?”
Fact is, I get asked this question all the time in workshops. Here’s how I answer it.
- Clearly visualize the prospect sitting across from you.
- Decide what you need (not want) to say and the key points you need to make.
- Have a conversation.
For some reason, I wasn’t doing that. I got caught up in “gotta get it done” panic and forgot those basics.
So I took a breath. Relaxed. And followed my own advice.
Did it work?
It did. Almost immediately. Once I visualized my prospect clearly, I was able to figure out what I needed to say about my program and, more importantly, the questions a prospect would likely ask.
And by focusing on having a conversation – rather than just talking at the prospect – the words flowed more easily and sounded natural and more authentic. (Because they were.)
I was able to finish the sales page in about 40-minutes after taking that approach.
So the next time you’re writing copy – for your own business or for a client’s – try that 3-step technique. It works for me. (When I remember to use it!)