Writer’s block makes copywriting the bane of many entrepreneurs’ existence. If you find yourself freezing at the keyboard, especially under the pressure of a looming deadline, try my favorite technique: Crafting a five-part, 250-word executive summary about the project.
I organize my executive summaries around Gary Bencivenga’s Persuasion Formula:
- Have an urgent problem.
- Make a unique promise.
- Use unquestionable proof.
- Offer a user-friendly proposition.
When writing your executive summary, start by asking, “What is the urgent problem?” Write down what you know about your prospects’ pet peeves, pains, predicaments, joys, admirations, and hopes. These details will build rapport and help prospects grasp that you understand their situation.
Next is the solution. Explain what is possible for your prospects so they can visualize how things will be once their problems are solved.
The third question to answer is, “Why are they stuck?” Explain to your readers why they are stuck with their problem and have not yet found a good enough solution. [Read more...]