I woke up with a gigantic zit on my chin.

My high school reunion is just a couple of weeks away and I knew if I left that monstrosity alone it would end up getting even bigger. Big enough, in fact, to warrant its own ZIP code.

I needed to get an early start today on some work but, seriously, this huge-o zit just wouldn’t let me focus. It hurt, darn it.

So I popped it. (Ewww.)

Blessed relief.

Sometimes you just gotta get the junk out before things can get back to normal.

And so it is with writing.

If you’ve struggled (even a bit) with formulating your ideas, finishing (or starting) a project, or nailing the copy, perhaps there’s some junk you need to get out before you can move on.

Junk can be circumstantial, such as a cluttered desk or disorganized office, or it can be situational, such as dealing with a family emergency or work crisis.

While I don’t believe in becoming too distracted from our productive work, sometimes it helps to deal with the thing that’s bugging us the most so we can get back to the task at hand or, better yet, break through to new ideas.

Here’s a plan for clearing out the junk and making way for good ideas and great copy:

1. Take 5 minutes to decide what’s niggling you. It may be more than one thing so make a list if you have to.
2. Decide one action you can take right now to eliminate it — and do it.
3. Make a list of other actions to take (if necessary) and plan for them in your day or on your calendar.
4. Focus for 15-60 minutes on idea generation, brainstorming or writing.
5. If the “thing” is still niggling at you, take another action or two or three, but limit your dealing of it to one hour.

That’s it. That should free up your mind and energy at least in the short term. Repeat as often as necessary.

Possibly related posts

• The world’s best writing tip (3)
• Where’s the information? (Web content mistakes and how to avoid them.) (0)
• Razor burn, writing and you (0)

In working with a new client on a direct mail piece, I was reminded of a tried-and-true creative technique for capturing the attention of your audience: the P.S.

Use the P.S. (literally postscript) to summarize your key point and call-to-action. This single sentence is your opportunity to restate your proposition in a way that will grab your reader’s attention.

And, more importantly, the P.S. will be read by up to 90 percent of those who open the mailing. Enough said.

Possibly related posts

• What Carmelo Soprano knows about your audience that you should know (0)
• Take the read aloud test (0)
• Simple tip for audience insight (0)

I’m constantly asking my clients who they’re trying to reach. When it comes to effectively communicating, you must know who you’re talking to. You wouldn’t talk to a first-grader the same way you would talk with a college professor, right?

Here’s a tip for getting inside the mind of your audience:

Go to where your customers are and silently observe. Watch what they do and how they do it. Read the emails they send customer service. Eavesdrop on their conversations with each other.

Refrain from making assumptions. Resist the urge to lead. Don’t ask questions (just this once). Simply watch and listen.

I promise you’ll come away with a new perspective about what their proverbial “pain points” are, but you’ll also have fresh insight into what motivates and excites them.

Possibly related posts

• What Carmelo Soprano knows about your audience that you should know (0)
• The power of the postscript (0)
• Take the read aloud test (0)

While doing some research for an upcoming content project, I did a little poking around the About Us sections of some Fortune 100 companies.

Would you be surprised to learn that some of the biggest companies in the world use nondescript and innocuous language to describe themselves? I wouldn’t. It’s a comfortable place for many companies (and their copywriters) to be.

Phrases like “serving you in over 100 countries around the world,” “making great products for generations,” “dedicated to supporting,” and “our commitment to providing” say nothing of worth to your target audience. Worse, that kind of language does zip, zilch, nada to differentiate you from your competitors. Besides, who even talks like that in the real world?

Seth Godin says in marketing, if something makes you nervous, it’s probably a good idea. I say in copywriting, if you could write your Company Overview or About Us page in your sleep, rest assured that your audience will snooze, too, when they read it. If they read it.

Possibly related posts

• You know you need a professional writer when … (0)
• Writing as a process (0)
• What Carmelo Soprano knows about your audience that you should know (0)