Writing the Pitch

In the Persuasion Playbook, you layed the groundwork for all persuasive writing: coming to know your market better than anyone else.

You did this through intensive market research, and brainstorming persuasive copy elements to potentially include in your pitch or ad campaigns.

Now that you’ve done all the work of getting to know your product, your prospect, and how you’ll connect the two, it’s time to talk about something that stops many kickass copywriters dead in their tracks.

Writing the pitch.

Writing is Hard… Sort of#

No matter how much you write, there will always remain this hesitation. I remember when I first started working as a copywriter I would have a moment of fear before beginning every assignment I was given. I’d think How am I going to pull this off. Because, let’s face it, sometimes it feels like you’re having to create something out of nothing.

You’re starting from nothing it feels like.

Lot’s of people are insecure about their writing chops—yours truly, included. Here are some tips for beating self-doubt, putting in the reps, and getting better (you can do it, everyone can).

1. Close the Door#

Use a timer.

What you don’t do is fuck around with your phone, or reply to slack messages, or look at your to-do list or think about or do anything other than the task at hand. This will likely require some training. You must completely eliminate distractions.

2. Become Your Reader/Know Who You’re Writing To#

This is the most important part of kickass copy that converts.

Thnk about your prospect. Their needs and desires. Their problems. The things that keep them up at night and their dreams. Then, don’t write to that person. Become them.

emotional outpouring—–BE that person, the tired mom, the lazy bitch, the person who’s riddled with insecurity (you? never.) … my trainwell thing I sent to darian is pretty dope…

(I have this in editing too if I need it there instead)

The idea is to create the condition where the prospect is in perfect, harmonic resonance with your copy. Emotions follow the resonant frequency. As does you copy. To get them to feel that way, feel that way.

If you want someone to feel love reading your letter, love them.

Think about the aim of your copy. What’s the goal?

Think about writing to ONE person. From me to you. What will motivate them to become a prospect?

Then…

3. Barf it Out on the Page#

Some people say imagine the end result… then do this.

The most effective writing is emotional. Start there. Feel the feels and just write. Write until you’ve wrung yourself dry.

Emotional outpouring. Write everything you’ve got inside you. Write fast. Never stop writing. If you’ve using one of the TEMPLATES, keep moving down the page with placeholders. If you’re coming up with ad copy as the primary creative, just write write and write…

Just write and write and write until you think you’ve got everything out you want to say to your ideal reader—no matter how ugly it looks right now. If you’re working with a template (a website wireframe, say) keep moving down the page and write something for every section. Do not stop. Do not hesitate. Write as fast as . . . Let the ideas—some ideas, any ideas—flow through you like greased owl shit. This speed is important for two reasons.

Method writing. Pour out your heart and soul.

Don’t stop writing. Accept that your first draft will suck and write fast. Faster’n greased owl shit. It helps you outrun self-doubt. Use a timer. The final work is discovered—not …

Something else you can do is start out lou.d Ask: what’s my story about? What do i want to say? SAY IT and start transcribing.

4. Take a Break#

Walk away for awhile. Take a break. Go on a walk. Play a musical instrument or work on something completely different (preferably fun). Let what you know incubate in the dark recesses of your mind, or the warm cockles of your heart, or the SOMETHING SOMETHING of your loind. Whatever. Then, start the emotional outpouring.

I take 14 minute breaks. And yes, those are billable hours. you will be astonished at how quickly and high caliber you can c get your work done.

5. Edit#

By repeating these five steps, you’ll muscle through any writing assignment.

On the next page, we’ll talk about editing. It’s a bit much to put here, so it has it’s own page.

See you there.