You are ready to write some killer content for your website. You are an expert in what you do and have a favourite topic in mind. You know who your ideal customer is and how you can help them. So, why are you staring at a blank screen?
Sometimes the words just don’t flow, or you get stuck in a cycle of draft-change-delete-repeat. Before you know it, you’ve spent hours trying to write an 800-word blog but have nothing to show for it.
When a piece of writing isn’t coming together, it’s usually because there is a lack of clear purpose. You may have tonnes of information about a subject – but that doesn’t necessarily make for a good read! Before you start, ask yourself – what do you want people to know, what do you want them to feel and what do you want them to do?
Creative content planning
One of the best ways to create copy with a compelling story is to plan in advance. I confess, I can find planning really dull. But there’s one technique I love which is effective and great fun too – that’s storyboarding. Traditionally used to plot out the scenes of a film, it’s a brilliant way to bring your written content to life.
The first step is to create a series of boxes, or you can use post it notes if you prefer. Think about your blog/article/website as if it were a film, with your perfect client playing opposite you in Oscar-winning style!
Storyboarding can be done in many different ways. I like to start with the perfect ending. In the final scene of the ‘film’, what happens? Is your client living a life of freedom? Are they happier, healthier, wealthier? In the previous scene, what service, product or action made them feel that way? Before that, how did they decide what action to take – what conversations did you have with them? What almost stopped them from talking to you? How did you answer those questions? Where did they find you? How did they get to know you?…..and so on.
Don’t worry about the actual words at this stage, you are creating the overarching narrative. You can use sketches or key words/phrases – whatever works for you, it doesn’t really matter what it looks like. Once you have your main ‘scenes’ in place, drafting the copy is usually much easier – and you are more likely to produce engaging content as a result.
It depends on the topic you are dealing with, but a visual map of your story leading to the ideal outcome is a powerful way to keep your writing focused on your client and the end result. It’s not only handy for individual blogs and articles, you can use this technique to plan your content calendar for the year, including videos, social media posts, media articles etc.
If you’d like to find out more, or are interested in a storyboarding session, then please get in touch. Equally, if writing really isn’t your thing and you need some support, I’d love to talk to you about creating the perfect ending for your business.