The blank page. For some, it’s like waiting for Godot. For others, pure bliss. As copywriters, we tend to fall into the second camp. To us, a blank page is like an empty canvas. A sea of possibilities. A place to crack our creative egg. Want to go from loather to lover? Or just need a spark of inspiration and a few concrete tips to turn your white page into a canvas of colourful words? Then settle in because we’ve got an entire page full of ideas for you!
A blank sheet of paper. A blinking cursor on a white screen. The dreaded creep of writer’s block, to put it in technical terms. Fear of the blank page. It’s the title of a poem by Belgian author Tom Lanoye, and it can happen to the best of us. It’s a feeling that’s hard to explain. A kind of mental fog that settles in your brain and keeps you from putting words to paper. But don’t worry, the blank-page-blues can be beaten. Here’s how.
-
Don’t start at the beginning
You write, delete, rewrite, delete again, and sometimes chuck the whole thing in the bin. Don’t worry, trust the process. One thing you don’t have to do by the book is to start at the beginning. Sure, most texts follow a set structure. An e-mail starts with a greeting, a blog starts with a title and an intro, and most websites have a predictable flow. But that doesn’t mean you have to start there. Begin with writing the part you know the most about. The part you’re most excited about. You can always circle back to the opening paragraph later. It doesn’t matter where you find your flow. Think of it like getting in the car and seeing where the road takes you. You’ll get where you’re going in the end, detours and all.
-
Reverse brainstorm
Have you ever tried flipping your thinking? It’s a surprisingly good way to get out of a rut. Let’s say you’re writing an invite for an event. Ask yourself: why would someone NOT want to come? Maybe there’s no parking nearby. Maybe there’s no food or drinks. People definitely won’t come if there’s no personal incentive. And voilà: there’s your angle. The same trick works when trying to think of a company name or slogan – list all the terrible ideas first. Bad ideas make great stepping stones. This reverse brainstorm can lead to surprisingly fresh perspectives.
-
Get up and go
Literally. Take a walk. Go for a jog. Wander through the woods. Just step away from that white page for a while. There’s inspiration to be found everywhere. Moving your body is a great way to help unstick your thoughts. Of course, if you’re more of a sit-and-stare-out-the-window type, that’s fine too. But studies have shown that physical activity – as in actual movement – is extremely effective. So head out and get some fresh air!
-
Ease the pressure
Got a nagging voice in your head screaming about deadlines? Welcome to the club. Pressure, deadlines, and stress have a sneaky way of creeping into your day. When writer’s block hits, do something to ease the pressure. Find a quiet spot to think. Maybe you can push the deadline? Or save the nitpicking and polishing for the second draft? Don’t get stuck in the details, just focus on getting your message across. No one’s reading over your shoulder. Take a break and come back with fresh eyes. Sometimes your creativity just needs some room to breathe.
-
Check what others are doing
You don’t have to reinvent the wheel. There are hundreds of texts with tips and tricks on tackling writer’s block – like this one. What have others done to break out of their rut? Maybe there’s a snappy e-mail in your inbox that you can borrow from. Or an invitation you liked. Read it through and think about what makes it fun or interesting. Someone else might do it better, but that doesn’t mean you can’t learn from the best. We’re not saying you should steal someone else’s work, of course. Plagiarism is a serious offence. But feel free to use what inspires you. Think of it as a breath of fresh air. We copywriters are always learning from others; from their language and turns of phrase. Sometimes all it takes is one good word to open the proverbial floodgates.
Still need help mastering the blank page? ZINNIG is happy to help you get started!
