Jump-Starters For Writing Killer Copy

launchgraph.jpgDo you find yourself staring at a blank screen?

Wondering how to get started writing your copy?

I've found that I get much better results if I use some “jump starters”.

They keep me focused, and get me started on the right track with a copy project.

Here are 3 “tricks” I use…

Maybe they'll work for you, too:

  1. Write the benefit bullets. Don't worry about writing body copy just yet. Just start banging out all the benefits of owning the product. This will be more extensive list than the one in the order box (which is our next “jump-starter”).
  2. Write the order box copy. This is the part of the copy where you clearly spell out the price of your offer, and the bullet points of all the main benefits of owning the product. Select the MAIN benefits (the one with the most “persuasion power” for the order box.
  3. Write 10 possible headlines for your copy. Don't worry if they're not “good enough”. You can even use some of the bullets you've written as starting points. Use a headline “swipe file” to spark ideas. Just get 10 headlines written.

Once you've finished the 3 “jump-starters” above, you will have written quite a bit of copy. It will be focused on the benefits of owning the product. You'll be off to a good start on your copy project.

Ray Edwards is a world-renowned copywriter and communications strategist, writing for some of the most powerful voices in leadership and business including New York Times bestselling authors Jack Canfield and Mark Victor Hansen (Chicken Soup for the Soul) and Tony Robbins. Ray is a sought-after speaker and author, hosts a popular weekly podcast, and blogs at RayEdwards.com.

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  • When Brainfog sets in and obscures your ability to visualize anything, shift your environment.

    Have you ever tried a radio alarm clock set to wake on a favorite music station? How well did that work for you? Odds are you went right back to sleep, because you really like the music.

    Now take that same radio and set it to wake you up to a station that you normally don’t listen to, or maybe even hate. It will cut through the morning haze and you will wake up.

    You can use this same technique to cut through brainfog and jump start your writing.

    * Turn OFF the TV
    * Tune the radio to a different genre on low
    * Try a different chair
    * Change location
    * Grab a pen and paper instead of the computer

    If the thought of headlines and bullets still have you reeling. Just forget about those. In fact, forget about spelling punctuation and format all together.

    And, just write.
    Write about anything that comes to mind.
    Make it a page long sentence with three doodles.
    It’s OK!
    Just get some of your thoughts down on paper.

    – How do you feel about the subject?
    – Who is effected by it?
    – How did it get into the shape it’s in?
    – What’s the future of that issue?

    Once you start answering these kinds of free flowing questions it usually opens a flood gate.
    Or at least will produce a pretty good foundation for an outline.

    Then take a break and clear your mind.
    Come back and either develop or flesh out an outline. Your brainfog should have cleared.

  • Cheryl Antier

    I can only think of two things to add to these two really good ideas:

    First, schedule your writing for the time of day when you’ve got the most energy and are at your best. (For me that’s usually after midnight.)

    And secondly, if you find yourself making excuses – doing other things than writing – you know, like:

    Refolding all your socks and sorting them by color…

    Organizing your junk drawer…

    And cleaning the gunk from your kitchen counter tiles…

    (Or is that just me???)

    After you’ve done what Jeff suggests, sit yourself down – and do what Ray says.


    Even if it feels forced. Even if you feel like you wouldn’t know a creative idea if it came up and bit you on the backside. Just get started. After you’ve got those first few sentences on the page (or the computer screen) you’ll usually find yourself unblocked and the words start flowing.