Writing content takes so much time
This is the number one complaint I hear from my clients, friends, and other business owners. When it comes to creating content — fresh, valuable, engaging content — you have to invest a lot of time.
Or do you?
I surveyed a handful of solopreneurs about how much time they actually spend writing individual pieces of content, but many of them struggled to come up with a time estimate. Instead I got responses like:
I just don’t know what to say
I burn out writing half way through and never go back to it
I can create an outline, but finding the words to fill it all in takes forever (if I finish at all)
Even those savvy entrepreneurs with a solid content strategy get stuck when it comes to actually writing the content out.
Why you keep getting stuck in your writing
If you begin each piece of content from a blank slate, then of course it’s going to take a lot of time. You’ll probably run out of things to say, feel like you’re repeating yourself, question your writing abilities, and ultimately get stuck.
Stop starting from scratch
The first step to writing compelling copy is doing all the legwork of getting to know your ideal client avatar and creating a content strategy to speak to that one person.
If you already have your strategy, then for every piece of content you write, start with these 3 things:
1. The specific business goal you want this content to help you achieve
You likely already have your business goals written into your content strategy. You should know exactly why you are blogging, Instagramming, and emailing, so that you can identify what is working and what isn’t.
If your content isn’t bringing you closer to your business goals, you need to reassess. If you don’t even know what specific goals you’re trying to achieve with your content, you’ll most definitely burn out and drop the consistency ball.
⚡️ Quip Tip: Revisit your business goals and connect the piece of content you’re working on to at least 1 goal.
2. The specific goal this content will help your ideal client achieve
Just like your business goals should be embedded into your content strategy, so should your ideal client’s goals. When you understand your ideal client’s needs, wants, and goals, you can align your content with them — attracting more of the right clients to your business.
Your content should provide service and value to your readers. Even when (and long before) you’re promoting, you need to be providing your audience with education and/or inspiration that allows them to take the next step towards their goal.
⚡️ Quip Tip: Pull out your ideal client avatar and connect the piece of content you’re working on to at least 1 of your ideal client’s goals.
3. The pain points of your ideal client that you’ll address in this content
This is a biggie, and where so many people struggle. We get so focused on our goals and showing our readers how the process works that we forget to walk them through how it all feels.
Seriously, if half of copywriting is strategy, the other half is emotion. You want to connect to your ideal client, so your content resonates with them; connection happens when we’re feeling all the feels.
It’s how we fall in love, make friends, find our dream job, buy a house, everything! We may find logical reasons for our decisions, but for the most part people do things because they want to.
And the #1 thing people want is to get rid of pain.
If your readers have a problem, they want a solution; if they are feeling pain, they want to eliminate it.
You are offering a solution that gets rid of that pain, but first you have to show that you understand the problem — all while you make an emotional connection.
⚡️ Quip Tip: Speak to your ideal client’s pain points using emotion words to show that you understand your ideal client’s problem.
Use a word bank to cut your writing time in half
If writing is taking up too much time because you get stuck, run out of things to say, or struggle to get beyond the outline you created in your content strategy, then stop starting from a blank page.
Finding the right words is hard, so don’t try to recreate the wheel each time. Use a word bank to get the things rolling.
Create a curated word bank based on your brand and ideal client
A word bank is a repository of words and phrases in your ideal client’s language that you can go back to time and again, whenever you get stuck in your content.
Can’t think of the right word? Boom! It’s already in your word bank.
Not sure what else to write about? Bam! Your word bank is full of ideas.
Uncertain about how to connect to your reader? Shazam! Your word bank has you covered.
It will seriously cut the amount of time it takes to you write, because it takes out all of the guesswork. Never used a word bank before? I made you a guide.
What do you do when you get stuck in the middle of creating content? How long does it take you to draft a single piece of content?