10 Minutes With Gordon Graham [Interview]

Do you write white papers? Or are you interested in learning more about this type of project? I just completed a great interview with the leading expert in that field, Gordon Graham, known as “That White Paper Guy”. During the interview, he shared some VERY practical tips on crafting a terrific white paper… the kind that gets attention, builds thought leadership, and brings in new leads and sales. You can listen to it here: (If you can’t see the PLAYER BUTTON, you may need to activate Adobe Flash on your browser.) This recording is part of a series of short (10 minute), instructional, “just the good stuff” interviews I’m doing with top pros in the copywriting and marketing writing profession. Please let me know what you think. (And if you can recommend someone I should be interviewing for a future edition — you perhaps? — please do so.)...

How to write copy, faster

Yesterday I was writing a sales page for a new program I’m offering. It wasn’t a particularly complicated job so I didn’t think it would take long. In fact, I sat down to write at 8am and figured I’d be done and sipping a congratulatory Starbucks by 10am at the latest. Not so. 10am came and went and I wasn’t nearly finished. The writing was going so painfully slow that I felt like banging my head on the keyboard. I couldn’t figure out what was wrong. Why was I struggling to write this thing? Why couldn’t I figure out what to say and how to say it? Why couldn’t I get this damned thing done? Pretty embarrassing for a guy who wrote a book on copywriting! Now one of the advantages of writing copy for your own business is that you can give yourself a deadline extension! But I really didn’t want to do that. I needed to get the thing done. That day! So I asked myself, “Okay, mister copywriting expert. If someone asked you for advice on how to write copy, faster, what would you say?” Fact is, I get asked this question all the time in workshops. Here’s how I answer it. Clearly visualize the prospect sitting across from you. Decide what you need (not want) to say and the key points you need to make. Have a conversation. For some reason, I wasn’t doing that. I got caught up in “gotta get it done” panic and forgot those basics. So I took a breath. Relaxed. And followed my own advice. Did it work? It did....