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Writing Masterful Messages

Here’s the formula for writing great marketing copy. First, make sure you have a lot of natural born writing talent. I mean, like a ton of talent. Next, pour out all that lovely goodness onto paper in one shot. Kick back, put your feet up and wait for the clients to roll in. Now that’s good copywriting, am I right?

Funnily enough, it’s common for solopreneurs to think that somehow copywriting comes easy to some—just not to us. Which is totally untrue. I know a lot of professional writers (yes, the kind with lots of natural born talent!) and it doesn’t even work like that for them. If it doesn’t come easy for the pros, why should we be critical of ourselves when doing it?

Yet, we are. Rather than embrace that writing copy is an art that has to be learned, practiced, honed and nurtured, we prefer to avoid it. Or at least refuse to enjoy it when we have to do it. I propose we take another approach.

Here are some tips for lightening up your writing time:

Believe that you have something valuable to express. This is the biggest demon for purpose driven entrepreneurs. Thoughts of “what will they think” or “will this matter” or “why bother trying” are all thoughts related to an underlying belief that your unique expression is perhaps better off unexpressed. Nothing could be further from the truth. It’s too much to go into here, so let me say succinctly that from a spiritual perspective, there is no such thing as comparison. There is no such thing as a being without a unique, valuable expression. Yours is in there, please trust me on this. Your job is not to question whether it’s there or not, but rather to unleash it.

Set the stage. Sitting down in the middle of chaos on your desk, while thinking about 10 other projects you’re behind on, all the while telling yourself that this is not your favorite activity, is not the way to woo your inner muse. She likes a dedicated bit of time, a clear space and maybe a candle and chocolate. She’ll settle for tea or coffee and a promise to focus for at least 5 minutes. In other words, put writing your copy onto your calendar and clear some space for it just like you would for a client. If your office is a mess, head to the coffee shop where you’ll be in the good company of every other entrepreneur whose office is, too.

Include your wild side. When I teach marketing messaging to my clients, one thing that I ask for is for their unabashed, totally-all-over the place brain dump on whatever subject they are writing about. Why? Because when you just let it all hang out, usually a little gem, or several, are hanging out there, too. It’s like airing your dirty laundry only to find that some of the pockets were filled with treasure. No, of course, you won’t publish the crazy stuff you come up with. Or at least most of it. But you will be informed by a juicier essence and possibly even find lovely, powerful phrases since you invited more of yourself to your writing. So go ahead, dump it all out and let that inform your final draft in some way. Be powerful and wild in your drafts. I dare you.

Employ any of these and your writing time should be easier and more productive. It might end up being more effective, too, because powerful messages get better results.

Want more messaging tips and to learn a powerful formula for writing great marketing copy? Come to my workshop on May 25th or June 3rd and we’ll work on your marketing messages together. See details to the right. If you’re not local to Sonoma County, then send me an email and I’ll let you know when I make the program available online. Until then, happy writing!

 


Linda believes that small business owners can step into a better version of their business when they embrace authenticity and become more fully themselves. Her 25-year marketing career has included Kimpton Hotels, Jamba Juice, and Disney helping her clients win awards and placements in publications like The Wall Street Journal and TIME Magazine, as well as on the front cover of WIRED magazine. You can visit her website here: lindabasso.com or join her FB conversation.

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