At some point, while writing an ad, you\u2019re going to hit the wall.<\/p>\n
Eyebrows scrunched.
Forehead wrinkled like a Shar-Pei.
Coffee getting cold.
Cursor blinking at you like it\u2019s mocking your existence.<\/p>\n
You\u2019ll think about giving up. Or giving in. Or giving your \u201cWorld\u2019s Messiest Desk\u201d mug a one-way flight into drywall.<\/p>\n
It feels like cobwebs are clogging your creativity.<\/p>\n
And it\u2019s usually one of two things.<\/p>\n
First: You Don\u2019t Have Enough Fuel<\/strong><\/p>\n Creativity isn\u2019t magic. It\u2019s connection.<\/p>\n It\u2019s taking something you\u2019ve seen, experienced, learned, overheard, read, felt\u2026 and connecting it to the ONE clear point that you\u2019re trying to make in your ad.<\/p>\n When your brain feels empty, it\u2019s because you haven\u2019t fed it.<\/p>\n Back in the day, I\u2019d flip through Reader\u2019s Digest<\/em> and steal jokes for openers, watch stand-up comedy, save old print ads and headlines that got my attention, and read creative fiction writers. Now it might be a random podcast, a weird historical fact, a conversation at a coffee shop, a list of good analogies, or a great question you asked a client.<\/p>\n You don\u2019t need inspiration. If your copy feels thin, it\u2019s probably because your discovery was thin.<\/p>\n No fuel. No fire.<\/p>\n Second: You\u2019re Letting Distractions Win<\/strong><\/p>\n If you have an average or good foundation of ad writing education, then the second reason your ads aren\u2019t as good as they could be is distraction.<\/p>\n You were rushed, interrupted, or mentally half somewhere else.<\/p>\n Distractions are ad-writing killers.<\/p>\n You have to create an environment where your brain can actually work.<\/p>\n That might mean:<\/p>\n And sometimes it means bribing yourself like a 7-year-old.<\/p>\n \u201cNo lunch until this script is done.\u201d Whatever works.<\/p>\n You don\u2019t need the perfect mood. You need commitment.<\/p>\n Wrap Your Head Around the Human<\/strong><\/p>\n Before you write a word, get obsessed with the target prospect.<\/p>\n Who are they?<\/p>\n What are they tired of? Imagine one person and write to them.<\/p>\n The Cobwebs of Copywriting Are:<\/strong><\/p>\n Fix those two, and your ads get better immediately.<\/p>\n","protected":false},"excerpt":{"rendered":" At some point, while writing an ad, you\u2019re going to hit the wall. Eyebrows scrunched.Forehead wrinkled like a Shar-Pei.Coffee getting cold.Cursor blinking at you like it\u2019s mocking your existence. You\u2019ll think about giving up. Or giving in. Or giving your \u201cWorld\u2019s Messiest Desk\u201d mug a one-way flight into drywall. It feels like cobwebs are clogging […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[565],"tags":[],"class_list":["post-2269","post","type-post","status-publish","format-standard","hentry","category-copywriting"],"yoast_head":"\n
You need input. And when you come across something good\u2026 write it down, save it, take a picture, etc.<\/p>\n\n
\u201cFinish this ad and I can have my chocolate fix.\u201d<\/p>\n
What are they afraid of?
What do they secretly want?
How would they react to each sentence you write?<\/p>\n\n