‘How to Overcome Writer’s Block and Create Great Ad Copy’ – Entrepreneur
Craig Simpson says, “The tendency for the mind to go blank and lose touch with any creative impulse has stymied the efforts of many copywriters. But legendary copywriter Eugene Schwartz claimed never to have been plagued by writer’s block, and it was for a simple reason: He’d developed a surefire method that enabled him to get right to work, without wandering around in that limbo of helplessness.
He would start by reading the book he was to sell, maybe four times. Each time he read it, he’d highlight lines and phrases he thought were important or sounded interesting. By the time he was finished, a lot of the book would be highlighted. At that point, he’d give the book to his secretary, who’d type up all those powerful lines and come back with 40 to 50 pages of words and sentences that came right out of the book.
To make this relevant to you and follow Schwartz’s method, you would simply gather all the information you have about what you’re selling, then go through it just as Schwartz did, highlighting the critical information and exciting points”.
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