Are You A Square Peg?

"Finding ourselves takes time. It is hard work and it is worth doing." 
– Anne Wilson Schaef

In Issue #226

Main Essay: Are You A Square Peg?
by Krista Jones

I have a confession to make: Copywriting doesn’t always come naturally to me.

I’m completely in sync with part of it. And then there are parts that I’ve struggled with since day one.

I’m not talking philosophy here—I know how valuable this skill is for big and small businesses alike. I’m talking about some of the nuts and bolts … the how-tos … of copywriting.

I don’t know if this has ever happened to you, but over the years, I’ve come across quite a few strategies and tips for writing “killer” copy that don’t always work for me.

Case in point. Copywriting gurus will tell you not to write a word until you’re crystal clear about the central idea of the promotion.

Very good advice. And sometimes it works beautifully for me. But others, I just can’t manage it.

Sometimes, I simply don’t have the time to wait until I’m clear before I can start writing. Like when I’ve taken on too many projects at once and my brain is fried. Or when the product doesn’t offer an obvious advantage or benefit that’s different than the other products on the market. Or when I’m simply overwhelmed by all that the product offers.

The latter was the case on the latest promotion that I worked on. This product had so much going on that it floored me. It had three levels of complexity with different kinds of benefits associated with each one. It was part science, part art, part eastern medicine, part western medicine, and part spiritual.

When I landed the assignment, I did what I always do. I read all the background material provided. I did a bunch of Internet research. I immersed myself in the product. I interviewed the author. And I thought.

A week passed.

Then ten days.

All the while, I wrestled with the best way to sell the product, but I couldn’t settle on just one idea to build the promotion around. Problem was the deadline was quickly approaching, and since I’m not a particularly fast writer, I knew I had to stop thinking and start writing.

As I readied myself for the keyboard, I could hear the voices of some of my favorite copywriters ringing in my head. They said to hold off. Don’t start writing until you have the central selling idea in mind, they said.

I considered waiting yet another day, but then I remembered who I am and how my mind works. That put my mind at ease and I picked an idea—the best idea I could come up with at the time—and I started writing. The going was very slow, but three days later, I finished the draft.

The next day, while I was revising the promotion, a funny thing happened. The idea, the “real” idea, for the promotion finally came to me. The moment it hit, I knew it was the one.

So I started rewriting the promotion. I was nervous because I only had three days to rewrite and polish it. But once I landed on the idea, the writing and revising process went much faster, and I finished the promotion on time.

Would I have preferred to have done what the copywriting superstars tell us to do and start writing after I landed on the right idea? Absolutely! But I know myself well enough to know when that’s pointlessr …

When I couldn’t land on a powerful single idea to write about after ten days, I needed to start writing. I knew that when I’m stuck, the writing itself, the laying of track, generally helps me stumble upon the jewel I’ve been searching for during my hours of study.

So, here’s my point:

Never stop reading, studying, and pulling nuggets of gold from master copywriters, but don’t lose yourself trying to mimic someone else’s way of doing things. Know the “rules” and strategies that have made others successful, but be flexible enough to bend, or even break, their guidelines when you need to so you can find what works best for you.

Then, instead of stressing yourself out by trying to squeeze a square peg into a round hole, your job will become a whole lot easier.

Resource Referral: Make the Leap Without Sacrificing Your Job

When Monica and I were starting our copywriting careers, we had a hard time finding good resources on the nuts and bolts of getting started in the business. But these days, more and more people are sharing their “getting started” stories and we’re thrilled about it.

One of our favorite books on the subject is Stop Wishing and Start Earning: A Low-Risk Plan to Escape 9–5 and Launch a Profitable Copywriting Businessby Ed Gandia. This ebook shows you, step-by-step, how to launch a successful copywriting business before you leave your job. That’s exactly what I did…and it worked out really well for me. If you’re nervous about quitting your job and making the leap into copywriting, you’ll love this ebook!

Check it out here.

Quick Business Tip: What’s Your Desk Telling You?

When I was in the midst of struggling to come up with the central idea for my latest promotion, I did something I always do when I feel scattered: I checked my desk.

Books, magazines, stacks of paper, file folders, tablets, pens, pencils, and highlighters were strewn all around. In other words, it was a mess!

I can work with a messy desk for a while, but sooner or later it gets the best of me and I lose all focus. When I do, all it takes is five minutes or less of cleaning up and organizing my desk to help me get back on track.

I’ll admit, in this case, cleaning up my desk didn’t clear the way to the answer I was looking for. But it did make me feel more focused and I started getting more done.

With so many things demanding your time, you need to be as productive as possible with the hours you spend working. Keeping a clear and organized desk will help you do that.