Every copywriter knows the feeling of looking at a blank screen (or a blank piece of paper) and it's impossible to write even one letter. I just had that moment. Today I was for 20 minutes in the agency and after that I went to a photoshooting. In the meantime I have to write radiocommercials because the recording is already on Friday. My eyes are tired, I'm staring at the screen but I have no inspiration at the moment. So why is it possible that I can easily write a blogpost in the tiny bit of time that I have to waste? The answer is: because I don't have to write for my blog. The radiocommercials are an assignment, are important and therefore it feels like a heavy heavy weight. Isn't that ironic? As soon as you get paid for something the difficulty level seems to go up.
One of my favorite writers, Hunter S. Thompson, once wrote that he didn't even like writing. It's because the pressure that you must write takes the fun out of it. And when he just writes something for the heck of it, without being serious, one great sentence after the other pops out. That's how he wrote Fear and Loathing in Las Vegas. And it became a bestseller.