One of my newer clients has been particularly challenging to write for. They have a very focused business, only tackling one issue with several products that do a similar job at tackling this issue.
And, on top of all that, it’s a “niche” topic too.
Which means, there aren't a ton of breaking news stories about this topic. Nor is there a ton of content created from third parties (which can often be a treasure trove for ideas). Even sites like Reddit have strikingly few content sources compared to more popular topics.
Long story short, I couldn't think of a good email idea.
This went on for 10 long days.
Okay, not really 10 days because I wasn’t actively trying to write this email every day. But I spent a good few hours staring at the blank screen, with 20-some tabs open for research, and still got nothing.
But as a stout non-believer in writer’s block, I knew I had to do something other than stare at a blank page or continue down a rather hopeless list of Google query tabs.
So what did I do?
I chucked my laptop out of my office!
“Ha, THAT will show this stupid blank Google Docs page!”
Jokes aside (no, I didn’t actually toss my laptop out of my window), I did remove myself from my office. I gave myself time to think about this in a way that wasn’t so work focused.
And while I was away from the blue screen of my laptop, would you believe that I got an idea?
Y’see, something that makes this new client particularly challenging is that they recently updated their site, which, for some reason, has nuked their reviews for every single product. Not a single product has a review (even though, on the old site, there were plenty of reviews).
Reviews can often provide powerful insights into user experiences with your products. And they have the added benefit of using “customer’s language.”
Anyway, while I procrastinated outside of my office and let my brain relax… I thought to myself, “I wonder if they ever sold these products on Amazon.”
Lo and behold:
I found an outdated product from an Amazon page which told of a powerful transformation story. That became the basis of my email.
And you know the downright hilarious part of this story?
Immediately after writing this email, ideas flooded my brain.
I wrote a second email directly after writing the first.
And I have a good stack of potential ideas too.
Moral of the story?
Sometimes you just need to procrastinate a little and let your brain do all the hard work.
Part of the reason this client is particularly hard to write for is that they’re on my lowest package, which means I don’t write a ton of emails for them each month.
This actually makes it harder when it comes time to write them an email.
Do with this what thou wilt.
If you run into the same “writer’s block” problems, but you also have a business to run, hit reply, and let me take the email creation to-do off your list.
Not only will you get better at your unique ability (whatever that means in your particular business), but I’ve proven time and time again that investing in me creates an insanely positive ROI for your business
Hit reply and let’s chat.