I’m here to say it. Writer’s block…doesn’t have to be a thing. 

Hear me out. 

I’ve been a writing teacher for over a decade. I’ve coached teachers into engaging in their own writing so they could model it for their students. And if there is one common trend that happens to every writer – young, old, experienced, or not – it’s that writing is hard if you haven’t spent enough time thinking. 

Notice yourself sitting in front of your computer now? You may be reading this blog because you are distracted from your work. Or, to frame it a little more positively, maybe you are researching before you are ready to write. This, my friends, is called, generating ideas. And the more you invest in generating ideas for your writing pieces, the more easily your writing will come out of you when you actually sit down to draft. See more on The Crappy First Draft in my blog, here.

So what does it mean to generate ideas, anyway? 

Generating Ideas (collecting ideas, prewriting, whatever you want to call it), is a phase of the writing process in which a writer engages in the thinking work that is required to bring out the best in a piece. Sometimes, this work is research, sometimes, it is more psychological (what is going on in this customer’s head when they buy this? What motivates them?), and sometimes, it can even be more structural (what are the bigger pieces of this project going to be, anyway?).

Writers can go about generating ideas in a number of different ways, but here are my favorites when writing content copy for my clients. 

1. Do you enjoy structure? Structure sets you free! Think about the building blocks of your piece, and then generate ideas within each section. Ask yourself, “What are the big parts of this piece? What parts could exist within these parts? How would this section go if I structured it differently, perhaps as a “problem- solution” instead of a “reasons why” section?” and so on.
2. Are you more of a big-picture thinker?Think big to think small. It may help you to do some writing about your audience or your client. Here are my favorite ways to do that.
   • Motivations – What are the factors that drive this client to action? To get up in the morning? 
   • Obstacles – What are some of the obstacles that get in the way for the client? What are their pain points? How could the product/service you are writing about make their lives better?
   • Desires- What does the ideal client really want? How does this service or product satisfy that desire? What will it feel like to have that desire met? How will it make their lives better?
   • Key Messages – What does the client, at the core, need to hear? 

3. Are you more analytical? Do some research! Who are some of the key competitors that you are up against? Study them. Find their websites. Look at their products. Study their language. Use it to your advantage. (Hot tip: I actually ask my clients who some of their competitors are, or other companies that they admire. Then I ask, “Why?” This is a great way to reveal your client’s desires while also giving you some research material.

4. Are you someone who needs to live it? Try to find some images, or actually get your hands on the product. Try to find an actual client. What makes this product/service/business amazing? What makes it unique? How does it compare to other products/services? 

5. Have a system to capture your best thoughts, even when you aren’t at your computer. I have eons of notes on my phone – I can be sitting in the school pick-up line, throwing in a load of laundry, or on a run when genius strikes. Writing them down gives me a bank to go back to when I feel like my ideas have run dry. Never let a good idea go to waste.

Sometimes, we stare at a blank page and get so caught up with things that are important…but just not yet. SEO, catchy headlines, and crafting killer calls-to-action are all amazing writing techniques that will make both your clients and their customers happy, but only if the writing actually gets on the page. And perfect is the enemy of done.

Most good writing isn’t born on the first draft; it’s revealed in the rewrite. That’s why investing in generating ideas about your pieces will set you ahead and get that draft on the page.

And get money in you and your client’s pockets. 

Which of these strategies work best for you, or which combination? Or better yet, give one a try. Unless staying stuck is a strategy you are willing to sit with.