I’ve been working for a little while now with Easthaven Group, an IT consulting company based in Aberdeen, Scotland.
Sheryl Newman, one of the Co-Founders, has been working on wording to define her company’s uniqueness for the value proposition that will go on their new home page. To be honest, she’s struggled a bit to get beyond the usual bland, generic “anyone could say this” platitudes.
Yesterday, she sent me an e-mail with some “thoughts” she’d been mulling. What she wrote was excellent, edgy, direct, and clearly stating how Easthaven’s approach is different from the competition. We can easily take this great start and polish it for publication.
Here’s the key – I asked her if she’d written this just “off the top of her head with a cup of tea” (she’s also a Brit!), and she said “Yes”.
I consistently find that writing in this way – just start by putting down what you’d like to say without judging or polishing it – really helps to get beyond the writer’s block issues.