"How to Write Well When the Pressure's On"

by Heather Lloyd-Martin

Writer's Block got you down?

Here are some tips to help you write when under pressure.

You've nailed your target audience, scribbled some rough notes and planned your copywriting strategy. Confident and ready to write, you create the file "home page copy" on your computer and wait for creative inspiration.

And then, without warning, your mind goes blank.

Panic sets in as you realize you've fallen victim to the dreaded "writer's block." Suddenly, your well thought-out notes read like meaningless gibberish. What's worse, your Web designer is patiently waiting for your brilliant prose - and if you don't finish a rough draft today, you'll never have time to edit.

The pressure's on. You know you have to write fast and write well. What do you do?

  • Relax. Sure, it seems hard to do, but there is a reality you can't ignore - you can't write well when you're freaked out. Period. Do what you need to do to get your heart rate back to normal. Take a walk around the building. Pour yourself a cozy cup of tea. Zone to the tube (if you're lucky enough to create at home.) The longer you're stressed, the longer it will take to write what you want to say.
  • Let your mind wander. Sure, it may look like you're spacing out, but you're actually giving your brain some valuable percolation time. Writers get their best ideas (and solve their most challenging problems) while they're doing something completely unrelated (like driving, taking a bath or sleeping.) Ever "sleep on a problem" and have your solution the next morning? That's the creative process working its magic.
  • Rewrite your notes. Have you been re-reading your writing notes so many times that you've memorized the entire page? Take some time to briefly re-scribble your existing strategy and benefit thoughts. Sometimes, a new perspective is all you need to help write that first difficult sentence.
  • Create a rough, rough draft. No, this isn't for public consumption - and you'd never give it to a client - but a rough, rough draft is often the perfect solution. Just start writing. Don't edit yourself or wonder if what you're typing is making sense. Chances are, you'll find some excellent sentences and savvy structure within the jumbled confusion.
  • Talk it out. Call a friend and explain your tale of writing woe. Blather on about your cool angle ideas. Explain your product or service benefits and discuss your copywriting strategy. Hearing yourself talk is a powerful way to let ideas fall into place, making the writing process almost easy afterwards. And, hey, the cost of a "thank you" lunch for your friend is much less expensive than a missed deadline.

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