Two Ways to Get Fired UP to Write Your Own Content (and enjoy it)
I’ve been struggling to write content for this website for… ever? Seriously. If you look at the dates on my previous posts, you’ll see months between them. And that’s for a few very simple, very common reasons (maybe you’ll recognize some):
I didn’t know what to write that would be A) interesting B) useful C) not already written about by 483749403 other people (and written better)
I feared adding to the noise (people have been talking about content shock since 2014)
I feared shouting into the void (who’s gonna read this - my mother? Hi Mom!)
I don’t read other copywriters’ posts or emails or newsletters. They’re boring. Talking shop is boring, and reading about business is boring. I couldn’t figure out how to not be boring too.
I still struggle with these issues. But somehow, somewhere, I’ve found some real, crazy ferocious JOY in writing for my business again.
All of a sudden, I’m staying up late to write posts because I’m inspired, or pissed off, or feeling like I figured SOMETHING OUT that I just have to share.
So if you’re like me, and creating your own content feels like a drag, makes you tired just thinking about it, or is another chore on your to-do list — then this is for you. This is how I’ve managed to dig myself out of that hole and enjoy the hell out of writing for my business.
Tap into your righteous anger: Actively seek out what pisses you off
This is a big one for me because I am a REBEL at heart. If I don’t have anything to rebel against, I get a bit depressed. I love a good rant (don’t you?). Fortunately, there’s plenty of unethical, unkind, ineffective, annoying AF marketing practices out there for me to rail against.
I just need to actually, purposefully, seek them out.
See, my usual reaction to something I know is going to piss me off is to avoid it. But now I’m taking a scientific approach to studying these irritants.
I’m clicking on Freebie Opt-Ins that I would have avoided before (see the post this inspired here).
I’m following other copywriters and business coaches on social media whom I’ve studiously avoided (because their salesy/manipulative approach doesn’t jive with mine).
I made a list of other writers in my “copywriter for coaches” niche and make it a practice to see what they’re doing and question: Why? Does that work? Why does it work? Why does it not work for me?
This is actually a time-honored copywriting technique called “Pick a fight.” Essentially, you’re challenging the status quo, questioning the dominant paradigm, and being aggressive about it. (If the word “aggressive” makes you feel uncomfortable, then think of it more like being the Joan of Arc or Commander Leia Organa/Carrie Fisher of your industry. Stand up for what’s right and don’t be afraid to call it like you see it.)
Here’s how you can get your dander up to write some impassioned posts:
Opt in to things you normally wouldn’t because you know they’re bogus
Follow competitors on your Social Media accounts that you’d normally avoid or ignore
Especially people who do your work in a way you do not like
Also, ask yourself: What frustrates your clients? Do you share their frustration?
Note: I’m not suggesting you call people OUT by name. There’s a thing called libel and a thing called manners, and I like to stay on the right side of both. I suggest you do the same. But, you CAN and should write a good rant about what you believe to be right.
Mine Your Client Conversations for Ultra-Pertinent Content GOLD
I have such great conversations with my clients in our MindMeld calls, and I frequently catch myself explaining strategies and copy formulas that would make great post fodder! The trick is to write it down quick, before you forget what you said.
Taking the Gold from your client conversations works so well as content because it really comes from them - their questions, their struggles, their needs. Use your intake calls, your free coaching sessions, your paid sessions. You don’t have to name names or compromise their anonymity; just take the nuggets of wisdom from each conversation and jot them down.
Then - and this is key - write the post immediately after, while it’s fresh. Otherwise that gold nugget will turn stale and you’ll lose your enthusiasm. (I know that’s not just me!)
My most recent post - The 3 Part Framework for Perfectly Clear Copy that Converts - came out of the Free MindMeld call I had with a client that morning.
Here’s how to turn your Client Conversations into Content
Take notes during your client call about what their problems are, and the brilliant solutions you suggest. You can use these notes for your web copy and email copy by using what they say word-for-word, and you can use these notes for your own content too.
Share your best ideas with your clients - then when you get off the call, turn those nuggets into a blog post immediately. Yes, immediately. While it’s fresh and you’re inspired.
If you offer webinars, ask-me-anything sessions, or office hours, use the questions people ask you as more content fodder. You’ll know it’s relevant and that they care about knowing the answer (or they wouldn’t have asked). Then, if you can, once you’ve written the post, follow up with the person who asked. You’ll earn at least one subscriber per post that way.