Last night I sat down and busted out a 9-page sales letter in about two or three hours.
I just got an idea for something out of the blue, and then I created it.
It was very spontaneous. It’s not like I had been going around procrastinating and avoiding doing this for six weeks.
I just got the idea. And then I did it because I had to get it out of my system.
Sometimes creativity is like that. Like you’re not even in control (which, actually, I’m not sure that we ever are) ... it just moves through you.
Sometimes it takes two hours to write a full sales letter and sometimes it takes a month.
According to some people I showed it to, the one I wrote yesterday was among some of the best stuff I’ve ever written.
When this type of spontaneous creativity happens, you damn well better milk it for all it’s worth.
Momentum is huge. Stopping to do something else is a monumentally stupid idea.
When it happens, you enter into a kind of flow state, so you better keep going or you will lose it.
I prefer the 2-hour sales letters much more than the 30 day ones. Clients think that the 30-day ones will turn out better because they’ve taken more time to put together, but the opposite is true.
This is one of the reasons why it’s so important to produce things every day.
If you go around and only do work when you have to, you are not in that creative zone when you actually have to be.
If you want to be a more creative person, create more.
If you want to produce excellent things when it counts, you have to be able to produce excellent things when it doesn’t count, too.
You will not hit the creative jackpot every time you sit down to get some work done, but by putting in the time every day you are building the foundation that will allow it to happen in the future.