Writer’s Block is Merely Uncertainty

Did you always know how to swim? You bobbed in the water when you learned. The first step was treading with your legs. The second step was plunging your arms through like boat ores. The challenge was at the deep end where your fear was focused.

My nephew couldn’t swim when he was a boy. He waded in the shallow end of the pool. You couldn’t even lead him to the deep end.

I swam around to give him an example but that didn’t do any good. I showed him how to tread water without swimming. He was splashing around but still wouldn’t leave the shallow water. Could you see him in a floatation device as an old man? That got me committed.

My mother called for him to come inside for lunch. That was my cue. I got out of the pool first. He crossed by me to head inside the house.

I threw him screaming into the deep end. Now he was in a state where he had to swim.

At first, he was bobbing his head in and out of the water. His arms flailed all around him. I told him to tread water with his legs. He had no other choice. And my nephew’s face changed to excitement. “I’m doing it. I’m swimming.”

After that day, you couldn’t keep him out of the pool.

You must always have a reason and urgency to do something right now. That’s where the best work you’ve ever done comes from. The same is true in writing.

Two things block you from completing a blog. Not knowing how to construct it. And the FEAR your work will SUCK. I’m going to show you how to overcome both.

The Format – The Art of Crafting a Blog

Let’s start with the structure of the blog:

  1. The Headline (this includes the sub-headline)
  2. The Lead (The part that draws your reader into the article)
  3. The Body (also known as the Marketing Argument)
  4. The Close (Tells them what you want them to do or consider)
  5. The Call to Action (Adding urgency to their decision)

The Headline – The Art of Crafting a Blog

Also known as the title, it must capture the attention of your reader. It isn’t just a bird’s eye view of the article. But the Headline should contain the one Big Idea (Solution) you are putting across to help your reader. They’ll know then it’s for them.

You can hook them with curiosity, urgency, or a strong emotion.

Your headline and sub-headline should not be too long or too short. You’re conveying something important to your reader. You can still get that across quickly.

The Lead – The Art of Crafting a Blog

Many writers think when writing a blog that it’s their introduction. Wrong. You may be important, but the message is more important.

You want them to read – immediately.

This is where you engage your reader’s subconscious. Usually with a story. Why? It has the reader experiencing something that connects to them personally. Believe it or not, your stories will connect yourself to them more than a list of accolades or offers.

Their imagination will be activated which puts them into a trance. Once you have them in this state, you can get them to go further.

That’s why you need to use as much active description as possible. Not colorful adjective used along side nouns. A lot of that can make the content trite. You want to use visual, audible, and feeling adverbs. This gives the reader sensations that they can experience.

The story should be unrelated to your message. But it should correlate to what you’re trying to get across. That’s how you make your shift into your next step.

You can use current events, movies, tv shows, book moments, or personal stories (yours or someone else’s). Put them into your own words. Do not cut and paste. Google or any other search engine will disqualify it.

Make the story as entertaining, personal, and emotional as possible. Just don’t make it too long as you need room for your message.

Then you transition to…

The Body – The Art of Crafting a Blog

This is where you make the case for your message. Why is it important for them?
Why do they need it? You don’t just tell them this is for them. You make a statement like an attorney’s final argument.

You show why they WANT it.

They must go into a state of pain or pleasure.


When speaking to a place of pain – be accurate in what their suffering.

Pinpoint the cause. Drive into the nerve and expose it. Sense their aggravation and express annoyance and anguish. Share with them in their words.

You must keep pressing on their discomfort. That way they will want to seek relief. Keep them experiencing what’s nagging them. Repeatedly.

Sooner more than later, they will act to remedy their debacle.

Use negative adverbs that ring in their ears. Do not go into a doctrine or explanation. Your prodding sensitivity. Not appealing to their rational. That will lose them quickly.


When speaking about pleasure, ease them into rapture. Don’t slap them in the face with excitement or joy. You’ll remove reality from your piece. Most everything is a struggle. Even romance has tension. The work makes it worthwhile.

Ever had someone come on strong to you? Same experience.

A movie or a TV show develops. It’s called suspension of disbelief. They want to make your experience as if the moment was happening now. That’s what makes film and television hypnotic. Yes, even a good book.

The beginning of the body can raise some curiosity or excitement. But it should build to a larger revelation. A subtle step by step framework to win them over. Put them in a place where they can see, hear, and feel each moment.

Until they’re ecstatic and demanding more.

This is why commercials are so effective. They hit every nerve of your desire without you realizing it. The next thing you know, you’re at the store buying it.

Once they’re salivating, you transition to…

????The Answer????

Your product, advice, or theme as the solution.

Pitch the Offer now. Believe in what you say like they should trust you. Live their joy and relief yourself in what you express. Don’t hold back. Don’t be logical – yet.

Use feature and benefit bullets that build your case.

Example: Robot Vacuum

  • A machine you own – no need to pay a maid so you save money
  • You program the robot – so the task is repeated with no errors
  • Cleans the floor by itself with no help – You have more free time to work or play
  • You have a robot – You can brag to your friends, family, and neighbors
  • Does the work every time – You can kick your lazy roommate or lover out

You can even use testimonials as proof near the end of the Body. This is where you use logic.

Example: Hi, I’m Sally the Single Mom

“I have five kids, a job, and a home business. My house looked like a dustbowl. Since I bought the robot, I come home to a spotless floor. Like brand new. I just turn it on before taking the kids to school and going to work. Now I need robot nanny.”

The Body is your reasoning for why they need to grab or implement what you’re offering.

You move now to…

The Close – The Art of Crafting a Blog

This is where you summarize and tell them what they need to do. Now.

You let them know this is in their best interest. You paint a picture of their outcome. But the key to the close is your offer.

The Offer

  1. What’s included in the package?
  2. But there’s more!
  3. What else is included in the package?
  4. But there’s more!
  5. The huge bargain item 🙂
  6. All this for only – –

Many put a value on each item, so it comes out as a discount. Even if it is just advice you’re offering, you’ve given them a value. You line up what your business, charity, or other help can do for them right now.

Once you’re done here…

The Call to Action

How is this different than the close? You add urgency. There must be a pressing reason why they must act now. Usually, it is scarcity or a deadline.

Scarcity -> -> -> ->

You have a limited supply. It’s almost all out the door. You must act now!

But you’re going to tell me, “I don’t have a limited supply. My garage is stacked and bursting.”

They’ll be driving it out of your garage door in U-Haul trucks if you do this right. You won’t be dishonest. On the contrary when your product does run out and you still have demand you have an excuse. “I warned you.”

The same is true for a service. Once you have a full schedule, the late comers suffer. They had their chance and are stuck waiting.

#### Deadline ####

You set a date and time to end your offer. You can even use a counter on a landing page. “Time is running out!!!” Don’t forget the link in your blog, or your phone number.

“But can’t I make my offer again?”

Yes. Your offer is for the individual reading. They may not act now. They can come back and find your blog again. But this is usually not the case. They move on.

Your blog is for new readers, not repeat readers. That means hook them now.

You’ll also be creating new offers for readers who didn’t act on your last one. Each offer has an angle that your ideal reader, audience, customer may relate to and act on. Although you have one avatar each person may share most traits, but they will have a unique disposition.

You tap that key emotion and they’re a follower.

Why Urgency?

They will either act or disappear. Give them an opportunity to decide. Don’t put it off.

You’ve got to know what you want your reader to do or your whole blog, your whole offer, everything will fall flat.

But most of all – without urgency – they will think it can all wait. They won’t come back because they will FORGET. Worse, they’ll pick up a competitors offer. They won’t need you.

Don’t avoid using urgency. You’ll be leaving money on the table.

Now that we’ve covered the structure, you need one element before you start.

Do not outline or write a draft before you do this…

The Right State//// – The Art of Crafting a Blog

Fear blocks you from doing anything.

As long as you’re worried about the results, how you’ll be seen, the complications of your success or failure. The page will remain blank.

You may be hearing things in your subconscious. The voice of past criticism. The rejection you suffered before. Whatever the circumstance, you must overcome that psychology.

How do you do that without lounging on a therapist’s couch?

Take the focus off you. Put yourself in an energized and active frame of mind. By seeing your reader’s outcome after they’ve used what’s in your blog. You could change their life for the better. Envision their success which will give you purpose.

“Okay, I’ll do that right now.”

Don’t sit at the computer immediately. Let the thoughts and your imagination marinate in your mind for a time. Not minutes or hours, but at least a few days. You may come up with more ideas. When it becomes strong enough, passion driven, write the blog.

You will find yourself writing lots of content like you’re possessed. Don’t be afraid of writing too much. That’s what editing is about. Don’t be concerned about the quality. That’s for rewriting. And don’t rewrite while you’re writing your first draft or any draft.

The Golden Rule of Writing: Write out your first draft to the end without stopping. Finish.

“But what if I leave something out?”

Before you start writing out the entire blog. OUTLINE. Put down your key points on a separate sheet of paper or digital document. I recommend writing it down.

Yes, you can even rewrite your outline to add or subtract points.

Your outline is a map to navigate through the writing. You don’t lose track trying to think of the next step. Ideas will pop up while you’re writing. But if they’re for a prior section, don’t go back. Come back on the rewrite.

Any ideas you have for a later section, write down as a note. Keep writing. Place any new ideas in when you get to that later point.

((((Procrastination)))) – The Art of Crafting a Blog

Do not use the thought process as an excuse to avoid writing. You’re giving in to your fear.

How do you avoid blocking yourself? How do you get out of your own way? By committing and acting on completing a project. Set down a time to start. Yes, take three days to prepare. Then start the outline, followed by the first draft, editing, following drafts, and editing.

You can use urgency on yourself. Set a deadline. Don’t envision the possibility of not finishing on time. When the deadline comes up and you’re not done, keep going.

Envision how you’ll complete your blog, and you’ll see it done.

As a last resort: Put yourself in a do or die situation. Like I did with my nephew. He had to swim or drown. This is rough. But if you can’t get past your subconscious block. Yes, you’ll have to push yourself hard. And you’ll be surprised like him when you’re succeeding.

{{{{The Matrix for Blog Writing}}}} – The Art of Crafting a Blog

Here is what you need to do:

  • Know what you want your reader to do
  • Put together your offer or advisement
  • Know the One Big Idea or Solution You want to get across
  • Mull over your subject and let it marinate in your mind
  • Put yourself in a peek state of accomplishing something for someone else
  • Structure your blog (using an outline)
  • Write your first draft to the end (from Lead to CTA – Call to Action)
  • Edit – not just grammatically but for how you want it said
  • Rewrite adding or subtracting content

Why did I not include the Headline (and sub-headline)?

You can come up with a great headline during or at the end of your writing. You may even have a topic headline in your blog that sounds like a better headline for the whole blog.

A working headline is okay to put down to start. But you can find it to be a distraction and annoyance when you see it doesn’t work. Then you’re constantly rewriting the headline instead of writing your blog. When this happens, leave the headline blank.

You’re now ready to pursue your blog and save your reader.

But before you do all that. Check out my next blog on Context and Content.

About Michael Morrow

Michael V Morrow is a Freelance Copywriter, Screenplay writer, Affiliate Marketer, and Network Marketer. He resides in Las Vegas, Nevada. Find help with your next copywriting project by contacting Michael Morrow. (702) 506-4985; MichaelMorrow.com

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