5 copywriting tips to battle the blank page

Quill and ink pot

You simply want a little flyer that will reach the whole world, but the blank mocks you with its emptiness. Never fear! Here are this copywriter’s tried and tested tricks to win the battle of the blank page and create marketing that gets people talking. 

The moment you sit down to write new marketing is so full of promise. Lots of new customers. Profitable sales. Crazy social media engagement. Going viral, perhaps?

You sit, pen in hand or fingers poised at the keyboard. Time passes. You need a brochure for a trade show. You want to reach out to your email database. You simply want a little flyer that will get the whole world talking… but the blank mocks you with its emptiness.

Never fear! Here are this copywriter’s tried and tested tricks to win the battle of the blank page and create marketing that gets people talking.

1. Banish distractions

It’s very easy to ignore your blank page if you let yourself get distracted by a phone call, impromptu meeting or email. Your copywriting won’t write itself so block out some time in your calendar when you can sit and think, without interruptions.

2. Be clear about your audience and purpose

Spend five minutes writing down who this particular marketing copy is for. Is it for existing customers or maybe just a small subset of your database? Are you reaching out to a new audience? Have they heard of you or are you hitting them cold?

Then consider what you need your copywriting to achieve. What is it you want your readers to do? Is it to buy something specific, or book a consultation to find out more? Perhaps you want them to like your Facebook page, use your coupon, or spread the word by sharing your message with everyone they know.

3. Understand what your audience needs

Undertaking the first two steps, which shouldn’t take you longer than 10 minutes or so, should reveal to you what your readers need in order to take action.

If they’ve never heard of you, they’ll need to know what you do and how you can help them. If your audience already knows what you offer, you can cut straight to how you solve their particular issues.

By now, you will have probably filled that blank page up with enough information to lay a strong foundation for your marketing campaign.

4. Read over your notes and turn them into marketing GOLD

A good content outline for most marketing copywriting is to:

  • Introduce your reader to your topic, identifying the number one challenge your audience faces and highlighting the big solution you offer.
  • Move into details of your solution with tangible benefits your reader will gain.
  • Draw to a conclusion, summarising the key points they need to know.
  • Tell your reader what they should do next.

5. Put it aside. Come back and edit it later

The first draft should never be the last draft but you should congratulate yourself on not only filling the page, but also, filling it with well-thought-out marketing copywriting.

  • Thanks for sharing, Belinda.

    I know from my own experience that getting rid of distractions is one of the most positive things to do.

    Do you use any specific software to stop you from accessing social media and the likes when writing, or is it just down to your own willpower?


  • Thanks, Belinda

    I’ve found it valuable to use a method or strategy when writing – breaks what seems to be a large chore into manageable chunks.

    Prepare, plan, outline, write, edit.

    Here’s to effective writing!

  • Andrew Kelly

    Belinda, your last tip is really important. Checking the work again is very important. And it should be checked after putting it aside for some time. When I write something, I put it aside for a day or two and then check it with a fresh mind. This helps me in improving the structure my writing and making it more coherent.