Write better sales copy

Solving Writer’s Block for Salespeople

This blog post was supposed to be about the magic behind everyday things that “just work”. Unfortunately what wouldn’t “just work” is me writing. I’ve hit the brick wall of writer’s block. So I asked my folks on Twitter what I should write about, in hopes to drum up some inspiration. What came back surprised me – writer’s block hits your sales team too, and they need to know how to deal with it.

First thing’s first – If you think that your sales team isn’t part of your creative team, you’re fooling yourself. Those one-size-fits-all emails that you’re telling them to send out? They’re hurting performance. Very few deals fit neatly inside of a little box. Your sales team needs to be able to think on their feet to close a deal, and writer’s block is a major risk.

Overcoming Writer’s Block

I’ve had the good fortune of stumbling across some great ways to bust through the brick wall. Though some of these will seem obvious, it’s always amazes me  how many people forget the importance of simplicity. That said, here are my favorite ways to overcome writer’s block:

Take a Break

Really. Step away from what you’re doing and forget about it. Your brain needs time to relax. Forcing creativity is absolutely exhausting, and the results are never good.  Even if it’s only for a lunch or a cup of coffee, find a change of surroundings and stop thinking about work.

Read a Book

That is, if you enjoy reading. If not, don’t bother. It’s not going to help you. But if you do, snag a great book. Focus on something that’s not job related, where your escape is more likely to be found than trudging through Yet Another Worthless Sales Book.

Read a Book

Nope. This isn’t a duplicate. It’s a different point. There are some books that I’d consider required reading for anyone who does marketing or sales. The top two on my list are  both from the same author, Roy H. Williams. The Wizard of Ads and Secret Formulas of The Wizard of Ads are absolutely essential for salespeople. Though both books are focused on radio advertising, they hold truths that apply equally as well t every type of marketing and sales.

Some other greats:

  • Business Adventures by John Brooks
  • Influence by Robert Cialdini
  • Purple Cow by Seth Godin
  • Start With Why by Simon Sinek

Take a Shower

You know how you win every argument that you have when you’re in the shower? That’s because the relaxation of the shower triggers a dopamine release while also causing a distraction. This distraction pulls you away just like reading a book or enjoying a great meal, but the dopamine triggers your creativity.

Talk to One Person

This is more than just a writer’s block trick. It’s a great way to make sure that your messaging is personal. Instead of talking at a thousand different people, pick a single one of them and write directly to them. That one-to-one connection can help you find words that you might not normally think to say.


Writer’s block isn’t just a problem for your creative department. We’ve all hit that point where we just can’t seem to form the right words around a thought. But take a step back, return to your passions and you’ll end up a better writer (and a happier person) tomorrow than you were today.

Image: J Neuberger via Flickr

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