Here's an interesting question to ask:

What's your personal ritual/process/preparation (other than lots of coffee!), to get prepared to sit down and face down the white page?

Process for putting your "game face" on for writing copy?
How to gain energy & creative juices flowing to get in the zone to write sizzling copy?

I start by reviewing online/offline swipe files, plus prior pieces I've done, then look carefully at unique hooks/customer needs/research notes for the piece I'm going to write... that gets the content side of it started..

I liked a point Carlton made about getting into where you're a snarling beast, you're angry at the pc, kind of getting worked up..

What do YOU personally do, to get yourself psyched up to write the latest sales masterpiece that will have viewers grabbing their credit cards and eagerly punching them into your order form? :P


Ken

Ken, I personally like to hear some pop or rock music, take a shower, eat a small tasty snack, and write preferably on the morning.

Another good tip is to do, before writing, an activity that doesn't involves creativity or strong thinking, for example, playing some pool, a small walk, playing a game (cards, video games, monopoly, etc), going to a movie with friends, etc.

Also, I think that we must not write when we're upset about something, angry, tense, tired, or sleepy. I have found that my creativity goes down, ideas are scarce, and I feel bored and uncomfortable at writing, even that I like to write copy a lot.

What are your thoughts?

I find it difficult to write when I'm not "in the mood." (Fortunately, that doesn't happen very often!) But if something's bothering me and I'm having trouble getting the creative juices flowing, I'll either postpone my writing or do something that will put me INTO the right mood.

Like Ken, I'll start looking things over... swipe file examples, read this forum, study research materials, etc... that usually does the trick.

I've found that exercise helps, too. It seems to energize my brain, and all sorts of ideas fly into my head as I'm working out. (The trick is to keep them in there until I can get them down on paper! )

I can't listen to music if I'm trying to create. It interferes with my concentration. I wish that wasn't the case, because I love music!

I don't think I could write well if I was angry, despite what John Carlton says. Maybe he wasn't being literal. I do my best writing when I'm in a very positive, upbeat mood.

Ah, yes...I used to be a Windows user.

Jay Jennings
jayATjayjenningsD0Tcom

After having first done my homework, by interviewing (and taping) the client, his best salesman, a couple of his customers if I can and just basically learning everything possible about the target customer, product/service and it's features and benefits...


I talk to myself... (I am sure everyone is going to think I am a bit crazy after this post.... )

Yep.. I am sure it looks and sounds silly to anyone who would be watching or listening to me, but I pace back and forth in my office making a sales pitch for the product to thin air, just as I would if I were selling the product face-to-face to a customer.

(This is where it really helps to have some sort of one on one sales experience in your background. If you have never had to live off of a commission, take a sales training course, it will help your copywriting immeasurably!)

I debate every objection or question the hypothetical prospect would throw at me in a sales presentation and counter them, just as if my family’s next meal depended on getting the commission. (…you don’t want to come across as needy or desperate, just passionate…)

I get worked up... I get passionate...

And the whole time I am scribbling notes onto my note pad. Writing down the best lines that I come up with.

After this the ideas and copy flow quite nicely. The key here is to get passionate about the offering and put yourself as deeply into the mind of your target prospect as you can.

Eric

Great ideas, thanks --

I especially like your tips, Eric, about pacing around, talking out loud, asking/answering objections and getting worked up ... that's a good high energy technique that likely also personalizes it more, than just keyboard/mouse on the paper work ...

Agree Abraham & b-lowe re frame of mind for writing copy, working when the energy's there, avoiding distractions...



thanks all! any other tips?


ken

I'm also finding, I enjoy writing copy and marketing, more than creating content/product... that's good, eg I think as long as I'm 80% copy/sales/marketing oriented, and just 20% product oriented, I'll sell more.

Exactly... It does personalize it more and the energy you work up will come across in your copy. This is where having the ability/experience to sell face to face assist greatly in writing copy, because you can write in a more conversational tone, just as if you were talking one-on-one to a prospect.

Another excellent way to "get in the zone", if you have ever studied NLP is to vividly remember a time when you were "deep in the zone", cranking out great copy... Really visualize everything about that moment, the images, sounds, feelings - everything! Now while you are totally engaged and associated in that moment, anchor yourself to that state, by doing or saying something while you are at the peak of the emotional state.

For example, while you are fully feeling and involved in your "in the zone" state... clap your hands or pump your fist and say "Time to write!"

Then snap out of it... get back to normal. Now do it all again. Remember when you were in the zone... get back into that state, and when you are fully engaged - fire your trigger again. Clap..."Time to Write!"

Repeat this 4 or 5 times... Then test it. Without working yourself up into the state, simply "fire your trigger"... Clap - "Time to write!" And see if you are taken back "into the zone." If the trigger doesn't work, repeat the anchoring 4 or 5 more time and test it again.

If you look at top athletes, they are fanatical about using a particular "ritual" just prior to competing. Watch Tiger Woods, next time he steps up to the tee... He shifts his weight back and forth... takes that same number of practice swings... stares intensely down the fairway at his target... just searching for the "zone"... and then... BAM! He knocks the crap out of the ball! But he doesn’t swing until he has done his ritual and found the zone...

The great this is, after you have mastered this technique you can apply it to any activity you want to excel at. You can even use your "copywriting trigger" to put you in the zone for other creative efforts.

There are many professionals (particularly creative professionals like writers/copywriters) that will only work when they are in the zone, however there are times when you just can't sit around and wait for the zone to come to you... You need to go out and hunt down "the zone"!

Hope this helps!

Eric