I didn’t choose this title, but many aspiring writers did! It happens to embrace a number of hurdles that many face when they set out to become successful authors. A better title might be, ‘Why do some books and articles succeed, and others fail’.

A blank sheet of paper, or a clear computer screen with only a flashing cursor to remind you of time passing, can be intimidating. The first trick is to realise that ‘creation’ is rarely spontaneous, and that sitting in front of either paper or screen without first having mulled over the contents of your writing project is both dumb, and counter-productive.

And the second trick worth remembering is that whilst the opening paragraphs of books and articles need to hook readers’ interest, experienced writers are aware that the first draft of a piece of writing often stutters into life rather than bursts onto the scene. But only they know that. Once the work is concluded in draft form they return to the opening, and hone and polish it until it does a professional job of attracting interest, arousing curiosity, and planting the idea that it would be good idea to read on.

A well constructed article or book will respect the reader’s need to be guided through the work in a logical order. Commercially successful authors and writers spend time researching the topic or theme in question, assembling the points they wish to make, and then they either have a mental picture of how the writing project might pan out, or, better, they jot down notes for each chapter so that the route from opening to conclusion is clear, and can be referred to, at will.

Paradoxically, with this homework undertaken, writers will tell you that their muse has greater freedom to roam and contribute to the magical process of creating a new piece of writing . . . because it knows that, beneath the spontaneity of expression released, there is a roadmap that can be consulted to ensure the correct destination is reached.

To recap, before beginning a book or article, spend time researching and then planning what you wish to communicate to your reader. This may take hours, days, weeks, or as some famous authors freely admit, years! But it’s not the time that’s so critical but the focus that you will bring to bear on what you wish to write. And there are delightful benefits that will accrue: not only will your book or article be a better read, it will also be considerably easier to write. It will flow, and gather pace as you successively knock off the stages you set yourself.

Finally, return to your opening paragraph again. Hello, hello! Inspiration strikes. The early sentences you wrote appear insipid and lifeless. Jettison them. Now that book or article is ‘in the bag’ imagine yourself as the world’s leading copywriter and compose a paragraph that just hints and teases at the joys to come. How easy it now is . . . because you know precisely what these are, because they are already written.