One trait that’s essential to success as a full-time professional writer is the ability to “flip the switch” and write when you don’t feel like it. Many aspiring writers are held captive by their emotions. If they don’t feel inspired or get in the mood to write, they’ll put off the project. Or, if they’re overwhelmed with anxiety or worry about an issue in their life outside of writing (cash flow, family relationship dynamics and other stressors), they’ll shut down and procrastinate.
As professional copywriters, we can’t afford to wait till we “feel like it" but have much to gain if we can master our emotions.
· If you’re an independent writer, the quicker you turn a project, the sooner you can invoice and get paid. That’s cash flow – the oxygen that keeps you in business.
· If you’re an agency copywriter, the faster you get the copy done, the sooner your agency can invoice the client and get paid. That ensures your paycheck – and job security.
· And if you’re a corporate copywriter, marketer, or even a business owner, the quicker you complete the copy, the sooner you can put it to work for you to generate new business.
How do you “flip the switch” to boost your productivity, especially when you just don’t feel like writing? One way to keep emotions – and procrastination – in check is to follow a system that holds you accountable. Here’s a 7-stage system I’ve developed to help boost my productivity. Perhaps it can help spur you on, as well.
Setting Up Your System
The first step is to label seven file folders or 9x12-inch clasp envelopes (my preference) per these stages in the writing process:
Stage 1: Research Topic
When I take on an assignment, I create a new Project Cover Sheet. This sheet is designed to track my time and outline next steps for each stage in the project. It essentially serves as my project “dashboard.” Here’s how I organize the sheet:
· Client
· Project
· Time Tracker – includes:
o Date
o Activity
o Status
o Time (spent for that activity)
o Next Step
Once I’ve created the new project cover sheet, I place it in the first envelope “Stage 1: Research Topic” and the project begins. This is the stage where I do the bulk of my research to get up to speed on a topic.
Then, as I complete each stage, I attach relevant research, notes, etc. to the project cover sheet (which forms a Project Packet) and move the project stage-by-stage, from one envelope to the next, till completion.
Stage 2: Connect Topic with Audience Pleasure and Pain Points
See my post 6 Questions to Help You Blast Through Writer’s Block. In it I outline a step-by-step process on how to connect your topic with your target audience’s pleasure and pain points. This helps you generate the ideas you need to write compelling leads (for magazine articles and posts), headlines, titles and so forth. Once you’ve nailed this connection, the rest of your writing flows with little resistance.
Stage 3: Create Project Outline/ Mold & Pour Raw Content into Mold
I think of this as developing and filling your project mold. At this stage, you don’t have to worry about creating client-ready copy. You’re merely organizing your thoughts and research and “pouring” them into their appropriate sections. This approach helps you keep perfectionism (and procrastination) from impeding your progress – and gives you the raw material you need to start shaping your project.
Stage 4: Shape Initial Draft
The goal here is to take the raw material from Stage 3 and turn it into a coherent draft. I try to schedule Stage 4 work at my peak concentration hours, which is usually 8-11am.
Stage 5: Polish Draft, Proof and Send
Now, I put on my copyeditor hat. In addition to looking for the typical spelling and grammar errors, I focus on making my copy as tight as possible. I ask, “What can I cut out?”
Stage 6: Revise per Feedback
Once I’ve sent the project to the client for review, I place the project packet in this stage, awaiting feedback. Once I’ve completed requested revisions, and client approves project, it’s time for Stage 7.
Stage 7: Invoice, Follow up, Closeout Project
This stage is not necessary if you’re a corporate copywriter, marketing director, or business owner. But for us independent (and agency) writers, it’s pay day! I keep a copy of the project cover sheet in this folder until the invoice is paid – and that’s when the project is officially over!
Following Through on the Process
Each evening, when I’m planning the next day, I evaluate which projects I have at which stage. Typically, I focus on the latter stage projects first and work my way back. Why? Because the projects closer to completion are the ones I can clear off my plate the soonest and this does two things for me psychologically:
1. I get a rush of adrenaline as I complete projects, which stokes my enthusiasm to take on earlier stage projects.
2. The sooner I complete a project, the sooner I can invoice and get paid, which always lifts my spirits – and makes my wife and daughters happy, too!
However, I also take into consideration projects that I have at “Stage 4: Shape Initial Draft,” which usually require my highest level of concentration to complete. When this is the case, I make sure I schedule my Stage 4 projects for during my peak concentration time.
Developing a System that Works Best for YOU
Will this system work for you? Maybe. The key point here is this: To hold yourself accountable to write, especially when you don’t feel like it, develop some sort of system that works for you. An effective writing system:
· Makes each project less intimidating because it breaks the project into bite-size pieces
· Groups your tasks together to help you be more productive when working on multiple projects at once
· Ensures nothing important falls through the cracks
· Removes time-wasting distractions because you’re focused on one task at a time.
Does your system achieve these objectives?
About the Author: Sean M. Lyden is a nationally recognized feature writer and columnist on sales, marketing, automotive and technology topics. As a ghostwriter and copywriter, Sean has served clients such as General Motors, SunTrust Service Corporation, Morgan Stanley, Embedded Linux Consortium and Shaw Industries. He’s also co-author of the book How to Succeed and Make Money on Your First Rental House (published by John Wiley & Sons). Follow Sean on Twitter.
© Sean M. Lyden, 2010, All Rights Reserved
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