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The hardest thing about copywriting (and knowledge work)

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Yesterday I looked at a page for almost 2 hours.

I knew I needed to get it done, I even set my 45 min timer.

But words didn’t come out.

Something else happened though, without me even realizing it…

And the secret behind what exactly happened is the reason why a lot of us “knowledge workers” struggle.

To me the biggest challenge as a copywriter is feeling like I’m still doing work when I spend hours mulling over research to come up with copy ideas – and don’t write a single word.

I literally feel like I’m wasting my time, but I’m not.

And I have to remind myself of that, very often.

It’s the overlooked preparation stage that leads to incubation, as David Kadavy would say.

From his book, “Mind Management, Not Time Management”:

“…when it comes to creative productivity, open loops are a gift. Open loops give your Passive Genius something to work with.”

When you spend hours immersed in research, switching between a dozen tabs, even if you’re not “producing”, you are still doing important work.

You’re opening up a series of loops that your mind can use when it comes to putting pen to paper (or fingers to keyboard).

But it’s hard to see it as work.

But think about it… the same happens when you open a loop in your prospects’ minds.

We do it so well when it comes to marketing, and know that their brain will keep on working so they finally get an answer to their looping question.

But when it comes to our own work?

We feel like it’s all a waste.

So my little reminder for this week is just this…

Be mindful of the apparent non-work you’re doing because forgetting it’s actually active work, will just lead to frustration and exhaustion.

Your brain is consuming calories (it consumes approximately 20% of the body’s energy at rest), so remember it when you feel like you’re wasting time.

Have a great weekend.

Quote and reflection of the day:

“Priorities are the things you need to get right so the things you love can thrive.”

  • Scott Adams, How to Fail at Almost Everything and Still Win Big

Learn to prioritize ruthlessly so you can enjoy life fully. Prioritizing means taking control of your impulses and sticking to the path you chose, no matter the temptations.

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brain dump?

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