Note: this is a guest post by John Forde. You can read more of John’s stuff at the Copywriter’s Roundtable.

How fast do you write? And is it fast enough?

If you’re a newbie writer, it’s rare you’ll write both “fast” AND “well” at the same time. Frankly, that might be the case for your whole writing career.

Some copywriters just need more time than others.

That said, hitting deadlines and hitting a lot of them in a year can give you a big edge over the competition.

So what’s the secret to writing quality copy in record time? I should also say up front, I’m constantly working toward the answer myself.

For instance, I’m faster now but still take longer than I’d like. In the beginning, that’s because I simply had to figure out the right steps to take. I was learning on the go.

Today, I’ve got the process down pat (I’d better, after nearly 20 years on the job). But when I take long, it’s almost always because I need the time to massage the message and make sure I get it right.

And of course, some projects just take longer than others because that’s how it is. So exactly how much time, in general, should your writing take?

These days, when I’m just writing in unrefined style, for notes or drafts or only my own review, I could probably squeeze 3 to 5 pages into two hours.

But I don’t write final copy nearly fast. Those five pages might get whittled down to a half page. Or even get cut entirely.

That said…

I could probably bank out a good sidebar or one-page lift letter in about 20-30 minutes.

The same goes for a good renewal letter or highly polished reply page, both in under 30 minutes.

To write copy for an introductory web page, I might take an afternoon.

A 5 page sales letter would take me a week at most, where a 16-page or 24-page promo would take a month.

Longer promos — I’ve written up to 50+ pages — take about the same, only because it’s easier to write long.

If any of these is a launch promo for a product that’s never been sold before, it takes about 10% longer.

Unless, of course, you’re talking about a product that’s just a mess. That’s always a quagmire.

Which is yet another good reason to only say yes to products you like and respect. Because those promos can practically write themselves… right?

And what a great way to segue into a list of tips that might help you’re writing speed along, as follows…

Tip #1 – Cherry-pick Your Projects

This is important. The better you get, the more clients will want access to your time. In the beginning, take projects that challenge you.

Later, when you’re more skilled, still keep your plate a little more than full. But be careful to avoid projects that will bog you down without offering a proportionate return.

Which are these?

As an example, be wary of the poorly baked project idea with no real benefit for the audience. If the client can’t sell you on it, you can’t sell his prospects on it either.

Be wary of projects without a champion on the client side too. Or projects that don’t yet have at least 85% of the pieces in place before you get started.

Tip #2 – Know Your Load

Four solid hours of writing, day in and day out, is a pretty solid pace. One can often go longer. But writing can be physically draining, if you’re doing it right.

And four solid hours of focus on producing new copy should get most writers to that point. The rest of the day, they might spend researching, reading, or editing draft copy from the prior day.

That said, Bob Bly is one of the most prolific writers I know. He told me once that he stays fresh by working on one project for about four hours in the morning…than switches to another for four in the afternoon.

Me, I can’t help thinking about a new project once I know the details. For that reason, I don’t like to know one iota of new info on a new project until I’ve finished or I’m close to finishing the last one.

Otherwise I’ll get distracted.

Tip #3 – Gather Your Resources, Part I

One of the best ways to accelerate the pace on any writing project is to feed yourself mind-nourishing, creativity-nurturing information.

Read up, interview, discuss. Do anything you can to get loads of information piled up on your mental workbench.

Call the most central figure for the product that the client can offer and do a phone interview. Record it and start typing as you play it back.

Added bonus: Not only will you speed up your whole creative process, you’ll find this the most perfect antidote to the so-called “writer’s block,” (an affliction most research-heavy writers will tell you doesn’t really exist).

Tip #4 – Build Your Framework

Once you’ve got a grasp on the general direction you’ll need to take in the promo, you’ll want — no, need — to make an outline.

Too many early writers skip this step.

The benefit of an outline is that you know where you need to go. But you also know, as you pile up research and ideas, where you DON’T need to go.

And that’s equally important.

Tip #5 – Gather Your Resources, Part II

Once you’ve pulled together a rough outline of where you’re headed and you’ve started pouring them into the organizing template I just mentioned, you’ll immediately realize… you need more.

So you’ll go out again and start hunting to fill the holes. Pile up more web links, magazine clippings, and notes from studying the product and the customer base.

Yes, it’s possible to overdo research. You’ll know that’s happening when you find yourself proving most things for the second or third time.

But be aware, the research part of your copywriting process should almost always take AT LEAST as much time as you’ll spend on writing. Possibly double that.

Tip #6 – Try Writing in 3D

You would think that writing the beginning first, the middle second, and the end last would be the best way to go. And for many writers, that’s precisely the path the follow.

However, I’d personally recommend creating a writing system that’s a little more non-linear. What do I mean by that?

Research, ideas, phrases… tend to arrive in a disorderly fashion, just like a conversation that leaps from one topic to another entirely.

So what I do is write in sections. I actually create separate, labeled parts of my file in Word. These sections match my outline or “mind-map” of the message I’d like to deliver.

Then, as I research and revise, I jump back and forth between sections, adding to one, tightening another, and copying and moving pieces of ideas.

Each area fleshes out at roughly the same time, then I reorganize them to fit the more logical, linear outline that will underlie the final piece.

Tip #7 – When in Doubt, Write Your Close First

Here’s an interesting idea — start at the end. And I can give you at least two solid reasons to do this.

First, because the offer you write will, word for word, have more impact on the prospect than any other section of the promo — save for the headline and lead. If the offer stinks, you haven’t got a chance no matter how brilliant your copywriting.

Second, because knowing specifically how you’ll close the sale gives you a target to shoot for. This, too, is a great defense against the tangents that can knock you off the trail of your sales message all too easily.

Tip #8 – Give Your Lead Time to Ripen

New writers kill themselves looking for the perfect words, right out of the gate. Don’t. Just get it on the page and know you’ll come back to rework it later.

Trust me, it’s easier.

If you have to, put the headline and lead copy in a separate document or on one side of split writing screen. You can go back to it over and over again as you write to make it stronger.

I always to this, changing the lead 10… 20… or even more times before I’m through. Sometimes I even open a blank document and pound out new “test” lead ideas, knowing I’ll throw most of them away.

The less time you spend polishing words the moment they come to you, the happier you’ll be. You’re more likely to end up with better quality, too.

Tip #9 – “Copyify” Your Notes

Not everybody can do this, but it’s a powerful tool if you can. All this means is simply getting used to taking your notes as “copy-speak,” the moment you write them down.

For instance, let’s say you’re writing for an investment product and you’re interviewing one of the experts.

When he says he has a great track record in picking resource stocks, you don’t write down “Be sure to mention last year’s booming commodity market to support resource buying op”… but instead, you go ahead and improvise a piece of copy: e.g. “Last year’s booming commodities market is the perfect example. Had you subscribed to my ‘Dirt, Rocks, and Other Investments’ advisory service then, you’d already be up XXX% on Mud Futures alone by now.”

If you can record your ideas in a way that’s at least a little closer to the copy language you’ll use, you’ll get better and better at writing copy on the fly. This really cuts back on time when you’re actually ready to sit down and write the full draft.

Tip #10 – Use Markers and Shortcuts

This last one is a small thing.

Let’s say you’re writing and you need to cite a stat or some other number or fact in your copy, DON’T stop to look it up. Rather, just use an “XX” or something similar to mark where you’ll drop it in later.

Why?

Because as much as good copy needs a lot of rewriting, each draft benefits from momentum. Somehow, it comes across in the reading later.

It’s like smiling while you talk on the phone.

Listeners — or in this case, readers — can “hear” the excitement and speed.

Are there other ways that help you write faster? I’m sure there are. If you have your own favorite tricks, just write in to let me know!

Copywriter Confession: I’ve been a subscriber of John Forde’s newsletter for a long time – his content is fantastic. When you subscribe to John’s newsletter at the Copywriter’s Roundtable, you’ll get $78 in free gifts.Similar Posts:

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Does your copy capture the reader’s attention in the first sentence – and hold their attention until the final word? If not, it’s time to make your copy sing.

Copy that sings evokes emotion in the reader by prompting a smile, touching on pain or initiating introspection. It also provides the promise of a solution (more smiles, relief of pain, answers for introspective questions.)

Most importantly, however, writing copy that sings inspires the reader to take action, whether that’s signing up for a free newsletter, scheduling a product demo, taking advantage of a special offer or simply calling for more information. And getting the reader to take action is the purpose of a marketing copywriter.

If your copy is a bit out of tune, use the following formula to write copy that sings!

Vary Sentence Length

Varying your sentence length creates a rolling rhythm that keeps the reader engaged. Let five words follow thirteen. Then use three. Now swing the other way by using a longer sentence once again. And don’t be afraid to use single-word sentences. Really.

Use Punctuation Wisely

Punctuation also creates rhythm in your copy. But use it wisely, or you’ll end up with cluttered prose. Most writers favor certain types of punctuation – and their choices help define their writing tone and style. Here are some of my favorites (and why I like them):

• I love em dashes to highlight important points – and use them more than I should
• Parentheses are perfect for side notes (just don’t overdo it)
• Dot, dot, dot is great when you want the reader to pause . . . or draw their own conclusion
• Use italics for emphasis

Keep Paragraphs Short

In most cases, writing copy in blocks of three to five sentences will hold your reader’s attention better than longer paragraphs. This is especially true when writing copy for the Web. Long paragraphs are intimidating and are often slow to make a point. Short, snappy paragraphs get to the point and move the reader down the page.

Use Subheads to Tell a Story

In today’s world of information overload, many readers will scan the page before determining whether to read it in more detail. Using headlines to tell a story is a great way to deliver your key points to scanners and keep the detailed readers engaged. Take this article for example. Even if you don’t read the whole thing (not recommended!), you’ll leave with the keys to writing copy that sings:

• Vary sentence length
• Use punctuation wisely
• Keep paragraphs short
• Use subheads to tell a story
• End with a call to action

Which brings me to my final point . . .

End with a Call to Action

At the end of a great concert, applause erupts and the crowd often chants, “Encore! Encore! Encore!” The call to action is your copy’s encore – the final note that leaves your reader wanting more and provides an easy way to get it. Serve it up in style, but be specific: tell them what action to take (click, call, register), and what they’ll get in return (happiness, pain relief, answers to their questions).

Copywriter Confession: When writing your first draft, don’t worry about making your copy sing. Your editing phase will give you plenty of opportunity to refine your delivery to ensure you hit the high notes.Similar Posts:

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Even though the economy stinks, my copywriting business is busier than ever. There are many reasons why I’m busy and other freelance writers are struggling.

I’ve built long term relationships with clients who have money to spend on my services. I understand their marketing challenges because I’ve walked in their shoes. I also specialize in a specific industry niche: there aren’t a lot of copywriters out there who can do what I do for my primary industry.

None of these reasons would matter, however, if I wasn’t a great copywriter.

But I wasn’t always this great. When I first started writing for pay, I was simply good. Over time, practice and self-study improved my skills. Working in a corporate marketing department taught me about things like the sales cycle and the importance of using pain points in my copy. Even now, I’m still learning, and applying what I learn to further improve the quality of my content.

You may be wondering, how can I improve my writing so clients will happily pay me more money?

The short answer is: plenty. To get you started, here are five ways to begin moving from good writer to great copywriter.

1. Study grammar, spelling and punctuation until you make yourself crazy. (For me, crazy is the point where, instead of sleeping at night, I compose sentences in my mind over and over and over . . .) Copywriting breaks many of the “proper” writing rules. But you need to know those rules before you can break them in an intentional way.

2. Read lots and lots of good marketing content. Devour print ads, catchy product packaging and Web site landing pages that make you want to buy or sign up NOW. Pay attention to why these things catch your eye and compel you to take action. Read PR Newswire press releases while pretending you’re a journalist looking for the next hot story. Which press releases make you want to learn more?

3. Start a swipe file. A swipe file is simply a collection of great writing and marketing that you might want to use one day as a project reference or template. I bookmark all kinds of pages in my electronic swipe file: landing pages, press releases, case studies, product datasheets, articles with good headline or tagline examples. I also keep a folder of things I’ve printed or ripped out of magazines. When I have a project that’s got me a bit stumped, I turn to my electronic and print swipe files for ideas and inspiration. (One note of caution: don’t mistake inspiration with plagiarism. Copying other people’s work and calling it your own is never okay.)

4. Read everything you write out loud. I call this verbal proofing. Reading things out loud is such a great way to catch run-on sentences, poor punctuation and word groups that bog down your content. After your first verbal proofing, make revisions and do it again. Rinse and repeat until your copy sings.

5. Take a writing class. Many colleges offer online and night classes for adult learners trying to improve their skills. Consider signing up for a creative writing or communications class. An alternative to this would be to join a writing group that meets at least once a month. (If there’s not a group in your area, consider starting one!) Getting regular feedback on your work from other writers can be an excellent way to hone your skills.

6. Write more and write often. Like any skill, practice makes perfect. Us any means necessary to write on a regular basis. Use a journal, start a blog, offer your services to a non-profit organization for a low fee.

Copywriter Confession: Although I’ve utilized all five of these writing improvement tactics, #3 and #4 have really stood the test of time for me.

Have a good idea for helping other writers improve the quality of their content? Consider sharing it as a comment below!Similar Posts:

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I envy writers who say they never get writer’s block. Are they lying, or are there really people out there who are never at a loss for words? Sadly, I can’t put myself in this category. I have a crazy life filled with work, family, animals and a thousand commitments. Sometimes I get overwhelmed by all the little things in life and get stuck on a project (or three).

Once, I Googled “help for writer’s block” and read a handful of the search results. The most common piece of advice was, “just do it,” followed by things like “take a break” and “go for a walk.” While these aren’t bad suggestions, my experience is that, after taking a walk (or a break), my brain is usually still stuck.

When I get writer’s block, I need a creative solution to my creativity problem. If that sounds like you, here are three creative exercises to try.

1. The Review and Nap Tactic

When the overwhelming fatigue associated with failing to find the right words sets in, I’ll often take a short, 20-minute nap. While I’m laying on the couch, or lounging in a recliner, I’ll review the notes of the writing assignment that I’m stuck on. Then, I set the time on my phone and allow myself to doze off. Chances are, when I wake up, I’ll have the clarity I need to get the project done.

Reviewing project notes and then immediately allowing your conscious mind to rest gives your creative subconscious a chance to work out the problem without logic getting in the way.

2. The Shattered Glasses Exercise

I write a lot of content for the construction industry and it can be hard to find something fresh to say about a topic. When I need a new angle, I close my eyes and imagine that I’m wearing glasses with shattered lenses. With that image firmly in my mind, I open my eyes and spend five minutes brainstorming ways to see the issue in a new way.

Shattered glasses change your perception, shine light on hidden ideas and give you the opportunity to look at the situation in new and exciting ways.

3. The 3 Doors Visualization

This is an exercise I use when I have a few different ideas for a project, but can’t figure out which one to use. It’s based on a prize give-away concept from the old “Price is Right” TV game show. On the Price is Right, each door had a prize. But behind one door was a grand prize – and that’s the one the contestant wanted to pick!

To use this concept to pick your grand prize project idea, draw an image of three doors (or two or four – however many ideas you have) on a piece of paper. On each door, write the basics of one of your ideas. Take a few deep breaths and close your eyes. Then, visualize opening the doors one at a time to see which one contains the grand prize idea for your project.

Copywriter Confession: I didn’t comment earlier about the “just do it” cure for writer’s block, because I think it’s lame compared to the more creative ways of getting unstuck. Plus, I don’t wear shoes with swooshes.

Have a creative solution for overcoming writer’s block? Feel free to share it by leaving a comment below!Similar Posts:

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 “I’m a freelance writer, but I don’t know anything about copywriting.”  

I recently had a conversation with a down-sized corporate administrative assistant who was trying her hand at freelance writing. She told me that, although she was a freelance writer, she didn’t know anything about copywriting. (I take that back. She did know one thing about copywriting: it paid a LOT better than her current assignments.)

That’s when I showed her how her odd freelance writing jobs and personal communications experience had given her the tools she needs to enter the more financially lucrative world of B2B or even B2C copywriting. She just needed the vision to tweak her talent to fit the corporate mindset. 

From Freelance Writer to Marketing Copywriter 

To illustrate how different types of freelance writing translate into copywriting, here are five ways your experience can pay off in the corporate world: 

1. If you write print magazine articles, then you have the experience to be a corporate ghostwriter of trade magazine articles and advertorials.  
2. If you write fictional short stories, you have the experience to write case studies (truthful storytelling with liberal customer quotes and a marketing twist). 
3. If you write content for article marketing purposes, you have the experience to write content for a corporate blog, internal employee newsletter or external client newsletter. 
4. If you write technical documents or manuals, you have the experience to write marketing white papers.  
5. If you have social media expertise, you have the experience to set up and manage a company’s Facebook page and Twitter account.

Before making the leap from freelance writer to copywriter, you might want to study the type of content that relates to your experience. A wide variety of case studies, trade magazines, white papers and newsletters can easily be found with a quick Google search. 

Copywriter Confession: Years ago I used to write 750 word feature articles for Better Nutrition magazine. My ego loved getting a byline, but the pay was really low. Ghostwriting 750 word articles for construction trade magazines may not be as inspiring as natural health, but the pay is a whole lot higher!Similar Posts:

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