Even the most proficient writers of PR and marketing copy have their ‘off’ days. We wouldn’t be human if we didn’t! Sometimes it’s difficult to put pen to paper because the inspiration isn’t forthcoming. Sometimes it’s just hard to get motivated. And sometimes other easier or more achievable priorities take you away from the task.
If this sounds like you, the first thing to say is give yourself a break. Whether you are a seasoned pro with qualifications in the field, or you enjoyed writing in your formative years and are only now revisiting the skill, writing copy for marketing takes a lot of time and effort. It’s not just about populating a page with a set number of words. You need those words to have impact and make a difference to how people think about a business.
Writing PR and marketing copy is a process that takes time. It requires thought and research before you can even start, and then once the piece is written it needs to be edited to make sure it makes sense and doesn’t contain any errors. Sometimes you can get so bogged down in coming up with the right words you need time away to remember what your objectives are for each piece you produce.
Top tips for getting started with your PR and marketing copy
If you find yourself struggling to find the right words, here are some top tips to get you going again.
- Don’t be a perfectionist. I have always wanted to write the best possible copy for my clients, and I put in the hours to do so. I edit way more than I probably should to try to catch as many small errors or typos as possible, before sending a piece of writing off for approval. However, I also know from experience that you are very unlikely to produce a ‘perfect’ draft first time. If you put pressure on yourself to do this you will always struggle, so write your first draft knowing you can always edit it later, and it will help to get you out of the starting blocks. You might even be surprised by how good your first draft is, but sometimes we get so hung up on writing that killer headline or first sentence that we put up a barrier to letting the words flow naturally.
- Stick to a schedule. Whether it’s a blog for your website or articles for a trade magazine in your sector, consistency is what will get you noticed. Yes, you need the copy to be on target, but if you stick to a schedule and show up regularly, there is less pressure for one piece to say everything there is to say about your business, and to say it perfectly. Accept that some pieces are going to come to you a lot easier than others.
- Focus on the benefits. Whether you are writing for prospects or customers, think about the benefits of the product or service you are promoting. Imagine one company or individual that these benefits will really make a difference to and write for them. This can help the words flow, but it might also remind you that the important thing is to get your message across. You don’t necessarily need to write the cleverest or most eloquent piece anyone has ever seen.
- Be realistic. When you need to produce some marketing copy allow yourself the time and space to do so. It is hard enough to write impactful copy, without trying to do it in a noisy room on a short deadline. Tuck yourself away somewhere quiet if you can and leave yourself enough time to research, write, and edit. If you don’t have the time to do it yourself, it’s worth thinking about outsourcing the task to someone else. A professional copywriter is likely to always be tucked away somewhere with the time and space to write any amount of copy.
- Take a break. Above I have shared some suggestions that have helped me get started on a block of work when I have been struggling, but sometimes the only thing that will get the juices flowing again is to take a break. If it’s possible to go for a walk and get some fresh air, take it. Or simply leave your workspace for a short while to take your mind off the task at hand. Giving yourself permission to stop thinking about the copy you need to write for a short while can sometimes be all you need to get started again when you return.
These are just a few of the tactics I use when I’m struggling to get started but if you find yourself procrastinating more than you are writing, it might be time to ask for some help. PR and marketing copywriters can help with some or all of your copy writing workload to free you up to do other tasks you perhaps enjoy more or find easier to do. If you haven’t used freelance support before, you can find out more about the process here and seek answers to your questions here. Feel free to drop me a line at helen@blogwrite,co.uk for more information.
