In an effort to grow my copywriting skills, I took Ian Lurie’s LinkedIn Learning course “Learning to Write Marketing Copy.” He broke copywriting down into four easy steps: create a plan, free write, write your first draft, and polish your writing. While the course focused specifically on writing marketing copy, I’ve been able to apply his method to fiction writing, blog writing, and even journalism.
This week, I’d like to focus on his second and third steps.
Freewriting is a great idea to develop ideas for your writing project. Whether you’re working on a short story, a novel, or a blog post, jotting down ideas through freewriting will help “free” up your mind and flesh out your ideas.
Lurie suggests setting a timer for 5-10 minutes and allowing yourself to write without thinking about spelling or grammar. Just write down everything that comes to mind about your topic, even if you end up going down some rabbit trails. Don’t stop writing until the timer is up!
When the buzzer finally rings, stop and step away from your computer or paper for a few minutes before you review your writing. Then, highlight any new ideas that may have sprouted during your freewriting time.
I apply this to my own work, especially larger projects. A lot of my work is quick (i.e., emails, banner ads, social media ads, etc.), but I have several large pieces per month that require quite a bit of cognitive effort on my part.
Freewriting is a great way for me to get some ideas out on paper, especially if I’m not sure which direction I want to take the piece.
Writing Your First Draft
Writing your first draft is always the hardest part of starting a new project. Depending on the length of the piece, you may want to break it down into manageable steps for yourself. For example, if you’re working on a novel, take it chapter by chapter or scene by scene. Once you have a goal in mind for what you want to write, set a timer for 45-90 minutes and begin writing!
Writing your first draft is a little different than freewriting because you need to allow your goal to guide your writing. Keep your goal, writing style, and the type of piece in mind. Keeping the type of piece in mind just means that you need to remember the context. If you’re writing a novel, ask yourself: Where does this chapter or scene fit into the rest of my story?
When writing your first draft, Lurie suggests leaving the introduction and heading for last. This just gives you the opportunity to develop your ideas before you introduce or conclude them. I often leave headers and subject lines on emails for last, and I often wait until I’m done writing body text before writing salutations in letters or direct mail pieces. Having all of the other copy written first gives me a good idea of how to introduce it.
When the timer is up, Lurie suggests stretching for a few minutes, smiling at your accomplishment, and then polishing your writing, which we will discuss on Jan. 2!
Emily Babbitt is a promotional writer for Liberty University Marketing. She lives in Central Virginia with her husband. Learn more about Emily here.