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Iāll be the first to say that I love a good quote.
Theyāre perfect thought-starters.
Just like this one from Eugene Schwartz:
Copy is not written. Copy is assembled.
It reminds me of our constant battle with the blinking cursors on our screens.
Every blink highlights our writerās block or insecurities about putting something new into the world.
When the frustration gets to a certain point, we crack.
We waive our white flags and walk away, hanging our heads.
The Content Assembly Process
It doesnāt have to be like this.
You can fight back by starting.
Think about Eugene Schwartz's quote, "ā¦Copy is assembled."
Chip away at it by adding bits and pieces.
Here are three ways to get started:
Content Assembly Tips
Build a "parts library"
Create a Swipe File of inspirational screenshots, compelling copy from others, and your best phrases from past pieces.
Having these āpartsā at your disposal can inspire you and ease the tension of assembling your content.
PS I used this Eugene Schwartz quote in a LinkedIn post before. I pulled it again and repurposed it for this email. You can do something similar with your work.
Scroll through your best-performing emails/LinkedIn posts. What can you take from those to create something new?
For example, if you included a list, take each bullet point as the focal point of new, individual pieces of content.
Create a consistent format
Iāve found creating a structure for my posts and content helpful.
For my newsletters, for example, I usually follow this format:
Start with a story/introduction to create context.
Clearly identify the problem.
Offer a solution with advice/tactical tips.
End with a call to action.
This framework helps me fill in the blanks instead of staring at a blank page.
Start with imperfect pieces
Whether itās bullet points, half-formed thoughts, or even just section headers, start with what you have.
Doing this helps get something, anything, onto the page to start the assembly process.
Donāt judge yourself either.
At first, it feels strange and sporadic, but the more you add, the more you can see the connective tissue that holds it all together.
Let your thoughts flow; don't dam your ideas.
Embracing the Process
Writing is a slog, but a worthwhile one. It's a messy process that makes you question everything from your existence to your intellect.
It's a challenge that pushes us to the brink of our creative limits, but it's the most beautiful gift we can give ourselves.
So, if you're feeling stuck today, remember that you don't have to write something; you simply have to assemble it.
Before You Go
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