I write as a hobby as well as for profit. I love writing. That does not mean that I never have that sinking feeling when sitting in front of a blank Word document wondering if the words are ever going to come.
Over the years I have developed processes to overcome this block on creativity. Whilst I would suggest that the best way is to brief a professional, there are techniques you can use when the next email marketing campaign beckons and the gaps are waiting to be filled.
1/ Write something
This is not so silly as it sounds. Write anything: a shopping list, the target for the next three months, a post on a forum. It seems it gets you into the right (write?) mind and all of a sudden things become easier. You concentrate on the words rather than the process.
2/ Read something
A few years ago I would have suggested that this was deflection and therefore to be avoided. However, it does work. If you are, for instance, trying to write something touristy about the Algarve, then read about the area's history. Within a few minutes an angle appears and you are away.
3/ Make notes
As part of my toolbox I carry a notepad and pen in case an idea for an article comes out of the blue. If you get an idea for an article, or an angle on a particular subject, write it down, preferably eventually onto a computer, and save it for another day. When you are struggling for a point of view, look through your list and you might find a useful subject.
If you think of an interesting phrase, a title that inspires, or something in the newspaper sparks, then make a note as otherwise you will forget it.
3/ Throw nothing away
Sometimes you dry in the middle of an article. This is more of a problem than a blank page for me. There is a sort of terror when I find an article is going nowhere. If you think the subject matter seems perfect, but you can't get it to run, and even you are bored, file it away with a descriptive title and return to it with a fresh mind and try something different.
4/ Work out what's stopping you
If your knowledge of the subject is insufficient then have a conversation with someone who knows. The reassurance might well get you started. Don't forget to ask them to read it through for you.
5/ You are not Hemingway
Your article needs to cover the subject, conform to the grammar expectations of your readership, and be enjoyable to read. Don't go for the Booker Prize.
6/ Go for a walk
This last one works every time for me. I live near the Downs and will drag my dog out for half an hour or so if I have problems. If you are in an office, go out to your car, the next floor or Starbucks.
So there you are. Writing is creative so should be fun and fulfilling. If all else fails, there is always the professional.