B2B Copywriting can sometimes be challenging enough without the added headache of being literally lost for words. So what is the best way to overcome writer’s block?

The first thing to remember is that your writing skills are secondary to the message that you are trying to get across. Make sure it is light, easy to read and engaging, to connect with your readers.

Like every good story your message should have a beginning, a middle and an end. If you structure it this way it will make it easier for you to break down your copy into easier manageable blocks. It should start with an introduction and end with a summary, and the middle is content.

Here are a few questions to ask yourself to help prompt you into action.

  • What makes your product or service different or unique?
  • What makes it stand out from your competitors?
  • How will it solve the problems and challenges that your prospective clients are facing?
  • Will it allow them to automate part of their business?
  • Will it make them more productive?
  • Will it save them money?

Asking your readers questions will prompt them into thinking about their needs and help them to identify challenges they had not previously thought about.

Whether you are copywriting for your website, sales letter, email campaign, brochure or advertisement they all need a powerful attention grabbing headline. This will be a short and compelling message to hook them into reading the rest of the text.

Asking them a question about an existing problem that they are facing is a good grabber. For example if you were an IT Security company you could ask “Is your website and firewall secure from outside attacks”? You could them explain the benefits of your product and how it will solve their concerns and protect them from attacks.

Alternatively, if you were a Cloud Computing Consultancy you could ask “How reliable is your network service provider”? Most network service providers promise 100% uptime, but not many have actually been able to keep to this, creating horrendous problems for a company that has outsourced all its applications to the cloud.

Useful reference points to help you are articles that have caught your attention for some reason or other that you have saved in a separate file. The writer may have used words or phrases that captured your imagination. They may have used a particularly catchy headline that compelled you to read on.

  • What was it about this headline that made you sit up?
  • Did it appeal to your emotions?
  • Did it make you smile, agree or act?
  • Did it address a particular problem that you were facing?
  • How did the body copy information hold your attention?
  • What proven response words and motivational phrases did they use to entice you?
  • How could it be adapted to suit your needs?

Another method of overcoming writer’s block is to think about some previous success stories that you have had with clients and include them as part of your message as a case study. By doing so you will be able to talk about some of the challenges that your clients faced and how you overcame them, triggering your reader’s imagination and emotions. If they can emotionally relate to the issues that you are portraying in your copy then you are half way to the sale.

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