Being a B2B copywriter often feels like a race against the clock. Deadlines loom, clients expect quick turnarounds, and there’s always another project waiting in the wings.
We’ve discussed finding the right balance between slowing down and taking action. Today, we’re diving deeper into the “slow down” side. Because sometimes, slowing down is easier said than done.
In this post, we’ll explore practical strategies that’ll help you bring more intentionality to your work and give your creative juices an opportunity to flow.
Let’s get started.
Add Deliberate Pauses to Your Workflow
Adding strategic breaks to your workflow can be a game-changer. They allow you to step back, reflect on your work, and approach your writing with renewed focus and creativity.
By giving your mind space to process information and make connections, you’ll often produce higher-quality work in less time.
Here are some effective ways to implement these pauses in your daily routine.
1. The Pomodoro Technique with a Twist
Use the popular Pomodoro method (25 minutes of focused work followed by a five-minute break), but add a two-minute reflection period at the end of each work session. Use this time to review what you’ve done and plan your next steps.
For example, if you’re working on a white paper, you might spend 25 minutes drafting a section, take a five-minute break, and then spend two minutes reviewing your progress and jotting down ideas for the next section.
This reflection time can help you maintain focus and improve the overall cohesion of your work.
2. The 3-Rs Reflection
After reaching key milestones in a project, take a 30-minute pause to implement the 3-Rs:
- Review your progress
- Reassess your approach
- Realign with the project goals if necessary
For example, imagine you’re working on a comprehensive email marketing campaign. After completing the initial batch of emails, dedicate 30 minutes to review them as a whole. During this time, ask yourself:
- Are the emails consistent in tone?
- Do they effectively guide the reader through the intended journey?
- Do they align with the overall campaign objectives?
This deliberate pause allows you to catch and correct any inconsistencies.
3. Morning Brain Dump
Start each day with a 10-15 minute free-writing session. This can help clear your mind and potentially spark new ideas for your current projects. Or try Julia Cameron’s Morning Pages.
Don’t censor yourself during this process. Write about anything that comes to mind, whether it’s related to your current projects or not. You might be surprised at the connections your brain makes.
For instance, a random thought about your weekend plans might spark an idea for an interesting analogy in your B2B copy.
Next up is to…
Develop a Research and Planning Process
Your prep work is the foundation for great copy. This investment of time and effort often leads to smoother writing processes, fewer revisions, and, ultimately, happier clients.
Here are some ways to slow down in your research.
4. Create a Research Ritual
Before starting any new project, commit to a structured research process. This could include:
- Reviewing the client’s previous content and marketing materials
- Analyzing competitors’ approaches
- Investigating industry trends and challenges
For instance, if you’re writing copy for a new B2B SaaS product, your research ritual might involve:
- Exploring the client’s website and existing marketing materials
- Reviewing three to five competitor websites to understand their positioning
- Reading recent industry reports to identify current trends and pain points
- Checking relevant industry forums or social media groups to understand customer concerns
Yes, this approach will take some time, but you’ll have a solid foundation of knowledge before you start writing.
5. Mind Mapping for Projects
Use mind-mapping techniques to plan out your projects. This visual approach can help you see connections and generate ideas more effectively than linear planning.
For example, if you’re planning a series of blog posts for a client, start with the main topic in the center of your mind map. Then, branch out with subtopics, adding specific blog post ideas to each branch.
This helps you see how different posts relate to each other and identifies opportunities for internal linking or creating a series.
6. Set Up a Personal Swipe File
Keep a collection of copy examples. Regularly review and analyze these to inspire your work.
Your Swipe File might include standout email campaigns, interesting landing pages, or effective social media posts.
When reviewing your files, ask yourself:
- What makes this copy effective?
- How does it address the audience’s needs or frustrations?
- How can I apply similar techniques in my work?
Finally, for new slow-down strategies, let’s take a look at…
Mindfulness and Reflection Techniques
Getting caught up in the constant flow of projects and deadlines is easy. Slowing down is harder.
Adding mindfulness and reflection into your work routines can help you recover from the daily grind. You’ll gain perspective on your work and approach your writing with a clearer, more centered mind.
Let’s explore some practical mindfulness and reflection techniques you can integrate into your copywriting practice…
7. Start with Mindful Moments
Begin each writing session with a two-minute mindfulness exercise. This could be as simple as focusing on your breath or doing a quick body scan to center yourself.
For instance, before starting work on an important proposal, sit quietly and focus on your breathing for two minutes. This can help clear your mind and improve your focus on the task ahead.
8. Implement the “Three Breaths” Rule
Before submitting any work to a client or hitting send on an important email, pause and take three deep breaths. This simple practice serves as a final checkpoint for your work.
For instance, imagine you’ve just completed a product launch email for a B2B software client. Before sending it for approval, take your three breaths. During this time, ask yourself:
- Does the subject line grab attention and communicate value?
- Is the Unique Selling Proposition clearly articulated?
- Have I included a strong call-to-action?
This rule will help you develop a mindful review habit, which will lead to higher-quality work and increased confidence in your submissions.
9. End-of-Day Reflection
Spend the last 10 minutes of your workday reflecting on what you’ve accomplished, what you’ve learned, and what you plan to tackle tomorrow. This can help you transition out of work mode and set you up for success the next day.
You might ask yourself questions like:
- What was my biggest achievement today?
- Did I encounter any challenges, and how can I address them tomorrow?
- What’s my top priority for tomorrow’s work?
You might combine your end-of-day reflection with…
10. Gratitude Practice
End each workday by noting three things you’re grateful for in your copywriting career. This can help shift your mindset and remind you of the positive aspects of your work, even during stressful times.
Your gratitude items might range from “I’m grateful for the positive feedback I received on that challenging white paper,” to “I’m thankful for the flexibility my freelance copywriting career provides.”
11. Weekly Review and Preview
Set aside 30 minutes each week to review your past week’s work and preview the coming week. This bird’s-eye view can help you spot patterns, identify areas for improvement, and prepare for upcoming challenges.
During this time, you might:
- Review feedback received on your work and identify common themes.
- Plan your workload for the coming week so you have a balance of different projects.
- Identify any skills you want to focus on developing in the coming week.
Conclusion
Incorporating these strategies into your routine will create more space for thoughtful work without derailing your productivity.
Start by choosing one or two of these strategies to implement this week. Pay attention to how they affect your work and well-being, and gradually incorporate more as you become comfortable with this more mindful approach to B2B copywriting.
