Posted by: Carline Anglade-Cole
November 4, 2008
Issue #538

How to Get Your Copywriting MOJO Back

Are you in a rut?

Stuck working on a project you don’t give a squat about?

Staring at a blank page – with nothing to say?

Need a little kick in the pants to get back on track?

Scared you’ve lost your copywriting MOJO – and don’t know if you’ll EVER get it back?

Don’t worry – I can help you!

The truth is: You’re not alone. Just about every copywriter I know goes through phases of self-doubt … dried up creative juices … and even burn out! If that’s you, take comfort …

… But don’t just sit there and wallow in your pity – Here are four of my surefire MOJO boosters you can use right NOW to get out of your rut … get your enthusiasm back … and start writing killer copy again!

MOJO booster #1: Look in the mirror and ask yourself:
“What the heck am I talking about?”

One of the main reasons I fall into a copywriting rut is because I made this one big mistake:

I didn’t do my research.

Or more accurately – I didn’t do ENOUGH research to convince myself that this is the BEST product in the world – and I’d be doing the world a serious injustice if I didn’t get the word out to anybody who would listen to me!

So, did you do YOUR research? Hmm? Or are you just trying to knock out the promo because:

1. Bills are due and you want to get paid …
2. You’ve got another project you’re more excited about …
3. You overextended yourself and you’ve got back-to-back projects to turn out …
4. You procrastinated and now you’re facing a deadline so you’ve got to burn the midnight oil …

In all four cases, you’re doing your client – and yourself — a major disservice. And you may end up losing the client and future income!

So fess up to the client and let him know you need more time to finish the project. Make a commitment not to shortchange your client. And then, go back to the basics and DO YOUR RESEARCH!

Step #2: Take a break

I know this sounds completely opposite of the advice I gave you on step #1, but hear me out. When I lose my joy for writing copy, I usually get it back by MISSING it!

So, I’ll say to myself, “Ok, Carline – you’re not allowed to write a single word for the next 24 hours. No copy. No notes. Don’t even write a grocery list!"

Then I think about what else I could be doing to earn money if I wasn’t writing copy. Let’s see … I’ve always wanted to be a greeter at Wal-Mart – but that would mean a HUGE lifestyle change. Nope, not interested in that.

I could re-enter the corporate world. After all, I did that for over 15 years. What? And go back to those endless staff meetings … waiting for annual reviews to hopefully get a raise … wearing corporate suits with 3-inch toe-squeezing pumps … a 9 to 5- or 6–or 7 work day again? Yikes! Not interested!

Pretty soon, I’ve talked myself into LOVING copywriting again. After all, it’s the only job I’ve ever done that doesn’t feel like work! And I get to wear my pajamas and bunny slippers to the office!

 Step #3: Surround yourself with people with energy
– and suck them dry!

I used to spend an entire day in my home office – and talk to absolutely NO ONE!

At first, I got a lot of work done. But as the days went by, I became less efficient – and LONELY!

Even talking to clients or friends on the phone didn’t help. I soon realized that I NEEDED personal contact. So I started scheduling monthly outings. I’d have lunch with a local client. Or I would schedule an overnight trip to meet with the ones farther away.

One year, my goal was to meet with EVERY client I considered a “Triple M”: Major Money Maker” for my business. I identified my $100k+ clients and began my year of schmoozing!

I started January off by visiting my California clients and worked my way back to the east coast.

Sure, the traveling took a week of my copywriting time but two amazing things happened:

1. I didn’t experience a copywriting rut all year long. My clients energized me and they loved the visits!
2. While meeting face-to-face with the clients, 7 out of 10 times I got a new copywriting project on the spot!

   They started talking about a new project or mentioned some weaker ones. I gave them some ideas and the next thing I knew, they wanted me to write the package! I’m pretty sure I wouldn’t have gotten most of those projects if I wasn’t looking them in their face!

If you can’t make monthly visits to your clients – make sure to set up meetings and lunches away from your home office.

That way you’ll feel connected to the outside world and soak up new knowledge you wouldn’t get from working in your little home bubble.

Step #4: Keep learning!

I get bored the moment I feel I’ve mastered a task. And when I get in a copywriting rut, it’s because I’m not excited about what I’m doing. I have the “been there, done that” mentality – and it’s poison to my creative juices!

So what do you do if you’re writing ANOTHER promotion on joint pain … or blood pressure … or high cholesterol?

Here are three things I keep in mind:

1. Spread out your assignments for variety! Don’t book yourself for two similar projects back-to-back. The second client will suffer dearly. Instead, look at your copywriting schedule on a six-month interval. Make a conscientious decision to write only one joint (or blood pressure or high cholesterol) project during that time.

   That way you don’t feel burned out when it’s time to work on the project. And since I work mostly in the alternative health market – I try to keep my mind fresh by a few projects that are completely OUTSIDE of that arena. For example …

   I agreed to work on a lifestyle project to promote Oprah’s new book not just because it was OPRAH – but also because it gave me a needed break from health!

   And when I finished that project, I was re-energized and excited about getting back to my “peeps” in the health world!

2. If it all sounds the same – you’re not doing your research! Even if you are working on two promos on joint pain – figure out what makes each product UNIQUE to the marketplace. Most likely they don’t contain the exact same nutrients.

   Imagine you’ve NEVER written a joint product before. What would you say to grab your audience’s attention? Find out new angles and approaches to really make that product stand out as superior to the competitors.

   Dig deeper in your research – or hire a good researcher who can help you find nuggets you may be missing! My “secret weapon” researcher is a woman named Sandy Ferguson. She is just phenomenal at digging up great stuff to help me write killer copy. Get yourself a Sandy Ferguson – or you can borrow my Sandy at: http://www.fergusonresearchgroup.com/.

3. Say no. You’ll get more jobs that way! Again, that sounds counter-intuitive, right? But the truth is, if you’re burnt out on a subject, the last thing you want to do is take on another project in that same area!

   So postpone the project and give yourself some breathing room. If you can’t do that, then turn down the project. Trust me. Your client will see you’re not desperate for work because you pick and choose your projects carefully. Don’t worry, he’ll call you again.

So these are just a few ways I’ve gotten my copywriting MOJO back. I think they’ll work for you, too – try ‘em and see!

Remember: Keep challenging yourself. Keep reading about your market and become an expert in the field.

Keep studying the copywriting superstars and legends – and find out what makes them so awesome.

Keep forcing yourself to write better copy – and never settle for mediocrity.

And most importantly, don’t ever think you’re too good or too experienced to stop learning!

Here’s to Creating Success Your Way!

Carline Anglade-Cole
Guest Contributor
THE TOTAL PACKAGE

P.S. Hey, I’m putting together article ideas for The Total Package issues in 2009. The reason I write these articles is to help Y-O-U become a better copywriter. So here’s your chance to speak up – and be heard. Let me know what you’d like me to talk about in the upcoming months. I promise I’ll do my darndest to deliver! Send me an e-mail at:  www.carlinecole.com.  Thanks for your help.

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10 Comments »

1. Comment by Caleb Osborne — November 4, 2008 @ 3:38 pm

   Great tips Carline (as always).

   Gotta keep that mojo level high

   – Later
   Caleb

2. Comment by John Deck — November 4, 2008 @ 5:14 pm

   I spent years in BtoB sales. What drove my sales as much as anything was the customer contact. I find that my best clients are those that I can make regular contact with. It makes what I am doing real, not just an assignment.

   Great thoughts Carline. Thanks

   John Deck
   http://www.DirectMarketResults.com

3. Comment by Susan Connors — November 4, 2008 @ 6:51 pm

   Just what I needed to hear!

   Thank you

   Sue in Aus
   http://www.marketingforlife.com.au

4. Comment by Marcelino Latorre — November 4, 2008 @ 7:53 pm

   Wow Carline your always on time! Thanks for the ideas.-Marcelino

5. Comment by Francis Ablola — November 4, 2008 @ 9:13 pm

   I needed a swift boot the rear. Great tips to keep the blood flowing. Now it’s time for me to stop staring at the blinking cursor on the blank Word doc and get to work.

6. Comment by Carline — November 4, 2008 @ 9:42 pm

   Glad the tips helped guys (and gals!)
   Carline

7. Comment by Jeremy Reeves — November 5, 2008 @ 7:56 am

   That post was AWESOME!

   I love the energy of your writing. I don’t think I’ve ever read one of your posts without actually laughing (your style of writing amuses me b/c it’s so different than everyone else’s).

   Anyway, there were some incredible tips in there and I’ll definitely be using them.

   Jeremy Reeves
   http://www.controlbeatingcopy.com

8. Comment by Danette Hibberd — November 6, 2008 @ 8:12 pm

   Great advice and reminders!
   Thanks
   Danette in Aus

9. Comment by Cathy Sutter — November 6, 2008 @ 8:31 pm

   It’s funny that you mentioned the part about thinking "what else could I be doing to earn money."  Actually, that’s what keeps pushing me onward when I get those feelings of self-doubt and anxiety, wondering if I can really do this thing called copywriting.  Hey, it’s a lot of work, much more than what I was led to believe it would be when I first read that advertising piece from that well-known outfit in Florida. 

   So I start thinking, oh, what the heck am I doin’…this is scary, I might not be able to do this, am I kidding myself, yadda yadda yadda.  Then I start thinking about going back to driving a cab, which is working for peanuts, pretty much at the poverty level.  (No kidding, even here in Las Vegas.)

   So I continue to practice writing controls, working on the Bootcamp package (yes Carline, it’s coming…), reading the UDCC, studying other copywriting materials, reading books, etc. every chance I get. 

   I have written goals for my new career but am also realistic in that I certainly don’t expect to be immediately…or ever… way up there with the other A list people.  But I truly believe that I should be able to use this new skill to provide for my needs and not have to be a greeter at Walmart. 

10. Pingback by Four keys to overcoming writer’s block | Success Mindset — December 20, 2008 @ 12:58 pm

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