It’s
something that we all learn at school and, at one level, it’s a pretty easy
skill. After all, to misquote Somerset Maugham, all the words we need are in the dictionary –
it’s just a matter of arranging them in the right order.
Of course
it’s a bit more complicated than that, but it’s a skill that more of us now
need as the internet and social media continue to drive a voracious information
landscape demanding much greater participation.
However, whether
it’s writing a brochure, website, blog, article or sales email, getting the
right words in the right order can be a daunting task.
Here are
some quotes from literary figures past and present that illuminate the writer’s
craft.
The
absolute basic rule of writing anything is to write it. Too often, we worry endlessly over a sentence
or paragraph, before going onto the next sentence or paragraph, and then
worrying about them.
Much better
to write everything down first, and only then go back and edit. That way, you’ve laid out all your thoughts
and better able to see how they might fit together.
The
American novelist John Irving once remarked that “more than a half, maybe as
much as two-thirds of my life as a writer is rewriting.”
It really
doesn’t matter whether your initial draft is good, bad or ugly. The important thing is that it’s complete and
can now be rewritten, edited and rewritten again. In other words, have the courage to write
badly.
Once you’ve
written your initial draft have a good, long think about who will be reading
your blog, article or email. A potential
customer? If so, what do they need to
know about your product or service? What
benefits can you offer them?
You might
be (justifiably) proud of your new gizmo and the technologies embedded in
it. Your potential customer probably
couldn’t care less: they only want to know what it does and why they should buy
it.
It sounds
obvious, but there’s no point in writing marketing materials that are
dishonest. However, less obvious are the
marketing messages than don’t sound authentic.
If your new
mousetrap is better than the rest, explain why it’s better. Statements like, “we’ve just invented the
best mousetrap in the history of the world” just won’t be believed.
Look again at
what you’ve written. Can each claim be
substantiated? If not, delete. The advent of the internet and social media
means that there is no hiding place…and dubious claims could come back to haunt
you.
“If you
want to be a writer, you must do two things above all others: read a lot and
write a lot.” (Stephen King)
When you
first start out writing, that blank screen or white piece of paper can be off-putting,
stopping you from starting.
However, do
take Sir Terry Pratchett’s advice: “There’s no such thing as
writer’s block. That was invented by
people in California who couldn't write.”
The best
way to learn is to read what other companies are saying in their articles or
blogs. Okay, they might be writing
rubbish but, by reading the best of them, you’ll get a better idea of what good
writing looks like.
After that,
it’s about practice. For example, why
not initiate a blog strategy and aim to have something posted every month?
“A writer is somebody for whom writing is more
difficult than it is for other people.” (Thomas Mann)
Very few
people, professional writers included, find writing easy.
But what’s
important is to express yourself honestly, with a message strategy that
resonates with your target audiences.
Get that
right and most other things should follow.
And remember, you don’t have to be a great writer to write great
material.
After all, Robert Benchley said: “It took me fifteen years
to discover I had no talent for writing, but I couldn’t give it up because by
that time I was too famous.”
That same success
could be true for your company and its products. Honesty and authenticity are more important
than great content.
However,
best also remember Robert Heinlein.
“Writing is not necessarily something to be ashamed of, but do it in
private and wash your hands afterwards.”
Only
joking.
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