I read a story yesterday about energetic writer Georges Simenon.
Over the course of his life, Simenon put out almost 200 novels, over 150 novellas, and countless stories.
He wrote fast. And he wouldn’t allow himself to be interrupted while writing.
So one time, when Alfred Hitchcock called, he was told that Simenon was unavailable, because he’d just started writing a new novel.
“That’s all right,” said Hitchcock. “I’ll wait.”
I bring this up because some time last week, I wrote about the importance of writing fast for copywriters.
It’s not simply about whipping yourself to go faster, like a burdened and bleeding donkey that’s struggling up a hill.
No bleeding is required.
Because there are ways to write and finish copy faster, while actually producing better results and stressing less. Here are some of those ways, based on my experience:
#1. Minimize your commute
It’s exhausting to read a bit, to switch tabs, to write a bit, to switch tabs again — no, wrong tab — switch tabs again, read a bit…
It’s like commuting to work. It doesn’t pay, but it costs you.
Things that I’ve experimented with to minimize this commute include keeping a notebook and writing down ideas with pen and paper while I read on the laptop. Also, opening up new browser and text editor windows specifically for that one project, and staying within them while working on the project.
#2. Steal from the rich and give to the poor
Keep track of successful ads and promotions. And then use them to swipe lead ideas. Swipe headline structure. Swipe sales letter outlines. Look over your swipe file, pull out a dozen relevant ads, put them all in front of your face, and use them for inspiration.
#3. Let that turkey bake
Before you start jamming away at your keyboard, give your creative mechanism a bit of time and space to form some ideas. This might sound a bit woo-woo, but you’ll know when it’s time to start writing.
#4. Channel Jack Kerouac
Once the turkey has reached critical temperature, put your hands on the keyboard and write. Write fast, physically fast, without punctuation, indentation, fact checking, etc. Channel Jack Kerouac, who wrote On The Road, an xx-page novel [fill in later], in y days [fill in later].
#5. Be the hammer AND the anvil
Goethe wrote, “You must be either the servant or the master, the hammer or the anvil.” Well, I think you gotta do both. First give your orders and make your commands, without mercy. Then, follow your own orders and commands blindly, without thinking or doubting.
This is where checklists, templates, and systems come in. Don’t have ’em yet? Start right now, and define some systems and checklists for yourself. Then get to work, and update your checklists and systems based on your results.
#6. “It takes an early bird to get the best of a worm like me”
That’s a quote from the great movie Pillow Talk. And it’s appropriate because in this worm’s experience, it’s best to work in the mornings. The brain is just more productive. I’ve heard this from lots of copywriters as well. These days, my working day usually starts at 7:30am and finishes by 11:30am.
#7. All play and no work makes John a tired boy
I work for 45 minutes and then I take a 15 minute break. But those 45 minutes are devoted to the task I’m working on. If I can’t focus on work, then I simply stare at the laptop in contempt.
The reason I do this is NOT to be more productive, though that’s a nice side effect. The reason is that it’s exhausting to force myself to get back to work after I’ve been slacking off. And it drags out the whole project by much more than just the wasted time.
#8. Accept gifts from the deep
Coming up with ideas is hard. Particularly when working. On the other hand, my brain — or some deep, unconscious part of it — will often come up with ideas at random times throughout the day. So I write those ideas down whenever they come, and I use my working time for more menial, mechanical, and less creative work.
And that’s my 8-item checklist. I hope you will find it useful. And yes, I realize that 8 is an ugly number, but that’s all I’ve got for now.
Of course, I will update this checklist when new ideas pop into my head.
Or when I start a new project, and I find that I’m still getting stuck and writing too slowly, even with this checklist in hand.
But more about that later. For now, if you want more checklists, specifically for writing story-based advertorials, then check out the following: