You battle an insidious enemy every time you sit down to write, and it usually wins.
It squeezes the impact out of your ideas, leaving a limp and lifeless copy carcass laid to rest in your text editor.
It’s your emotional needs filter, and it’s draining the message out of your message.
What’s an emotional needs filter? It’s a filter you’re running your ideas through when you write.
Whenever you feel like you’re taking a risk, an emotional response is triggered. Your emotional needs feel threatened. The filter is engaged, and your bold copy turns into a big puddle of boringness.