Direct Response Copywriter on Writer's Block

For some reason that I don’t fully understand, I’ve never had writer’s block. In fact, I’m not really sure what it is. I suppose it happens when a writer stares at a blank page (physically or digitally) and has no idea what to write.

When it comes to direct response copywriting, I suppose I avoid writer’s block through the research phase and also by having a lot of templates. I also go through my personal swipe file. I’m actually not that big on swipe files. I have a lot of swipe and sometimes I dig into it. But I like to use what I’ve written and what I know has worked.

I start most projects with my headline templates. It’s a file that’s only 5 pages but it has all my headlines. This file gives me inspiration for a theme for the promotion. I almost always use a headline using the John Caples headline writing method.

Curiosity + Self -Interest = Compelling Appeal.

Gary Bencivenga also championed this headline approach. If it's good enough for him, it's good enough for me.

If you’re a direct response copywriter, or any type of writer, then I have this advice when it comes to writer’s block.

Develop some templates you can use to start a project … everything from headlines to bullets and guarantees.

Let the research guide the start of the project.

Look around at some swipe but don’t plagiarize. Look at other projects that have worked in the past.

Understand the importance of headlines and leads. These can be a great way to start a project.

See if you can find a story. Some direct response copywriters are really into stories. Some aren’t.

Start with an outline of the project.

Or simply just start writing.

I hope this helps to solve the writer’s block problem … if you have this.


I'm a direct response copywriter. When you need help with a project, contact me here.