How to start writing copy when you’re stuck
You’ve read the brief four times and the page is still empty. Starting is hard because you’re trying to write the finished thing. Lower the bar until you can step over it.
You’ll recognise it
- You’ve written and deleted the same first line
- You’re rereading the brief instead of writing
- Your desk has never been tidier
Why it happens
Blank-page paralysis comes from judging too early. The fix is to separate making from choosing: get lots of rough material down fast, then pick the best of it. Quantity first, quality second.
Three tactics, in order
Each one comes from the ProCopywriters tactics library. Do them in order: each step gives the next one something to work with.
Dirty dozen
Tactic · about 5 min · Read the tactic ↗Write twelve bad headlines as fast as you can. Bad on purpose. Don’t stop to judge, and don’t delete anything.
Bad on purposeTeeth: you’ve got them, we fix them.
Nearly goodHaven’t been for years? That’s fine.
Tell a friend
Tactic · about 5 min · Read the tactic ↗Explain the job in a message to a friend who doesn’t work in marketing. Start with “So basically…”
Brief-speakWe offer a comprehensive range of services for anxious patients.
To a friendSo basically, they’re the dentist for people who’ve been too scared to go.
Start short
Tactic · about 3 min · Read the tactic ↗Pick your best line so far. Rewrite it as an opening of five words or fewer.
LongIf it’s been a while since you last saw a dentist, we can help.
ShortBeen a while? That’s fine.
Try it on your own copy
Three steps, one tactic each. Write as much as you like. Everything stays in this browser until you choose to save it.
One line is plenty. It keeps you pointed at the job.
Step 1. Dirty dozen
Tactic ↗Write twelve bad headlines as fast as you can. Bad on purpose. Don’t stop to judge, and don’t delete anything.
See an example
Teeth: you’ve got them, we fix them.
Haven’t been for years? That’s fine.
Step 2. Tell a friend
Tactic ↗Explain the job in a message to a friend who doesn’t work in marketing. Start with “So basically…”
See an example
We offer a comprehensive range of services for anxious patients.
So basically, they’re the dentist for people who’ve been too scared to go.
Step 3. Start short
Tactic ↗Pick your best line so far. Rewrite it as an opening of five words or fewer.
See an example
If it’s been a while since you last saw a dentist, we can help.
Been a while? That’s fine.
Pick your best
Read everything back once. Choose the line that does the job best, then tidy it.
Something else wrong?
Every fix works the same way: the problem, why it happens, three tactics and space to try them.
Good to know
Is this just freewriting?
Close. Freewriting has no target. These steps give you a target (twelve lines, one friend, five words) so you finish with something usable.
What if everything I write is bad?
That’s the point of step one. Most of it will be. You only need one line worth keeping.
Do I need an account?
No. Your work stays in this browser. Sign in with ProCopywriters to keep it as a board in Ideas, or to work through a whole brief.
Where do the tactics come from?
A library of 87 named techniques collected by ProCopywriters, the UK’s professional body for copywriters. You can browse them all for free.
Fixes get you unstuck. Ideas is where the work happens.
Keep every attempt on a board, work through a whole brief step by step, and pull in any of the tactics when you need them. Included with ProCopywriters Pro.