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study the great songs...study for content but also study form. form is what glues the content together. i have been through the EXACT same thing you are struggling with, and i still go through the same thing with writing. i would recommend showing other people your material and possibly collaborating. collaboration can and will open up more doors than you can imagine...even with people that aren't "amazing" songwriters. so many of the greatest songs were collaborative efforts. you just have to be willing to accept an outside perspective.
the song is everything...don't cut corners!
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