10 Writing Hacks for Non-Writers

If you find that writing is hard, it’s because it is hard, said William Zinsser in On Writing Well. That's likely why the 53% of companies that outsource content creation do so for writing. Still, 60% of respondents to the Global State of Content Marketing Report (2019) said they don't outsource content creation at all.

Whether you write your company’s content or not, you’re probably frequently called on to write something, whether it’s a bio, a presentation deck, or emails to clients and colleagues. As a professional, it’s just part of the job. For non-writers this can be downright painful. If that sounds familiar, these 10 tips might not make the process any more enjoyable, but they can make you a stronger, more confident writer.

Writing Hack #1: Don't decorate until your foundation is poured

The secret of good writing is to strip every sentence of the words that serve no functions, advises Zinsser. The job of your first sentence is to keep readers moving to the next, and the next, and so on. Any word that doesn’t move the story forward – unnecessary adverbs, passive construction – gets cut. Think of it like rehabbing a house. Before you paint and decorate, you’ve got to tear that old house down to its frame, pull out the rotted wood and ensure its framework is sturdy. Otherwise you’re just adding another layer of paint or wallpaper to peeling, plaster walls. Same with your writing. Piling on more adjectives and adverbs to make it pretty will only make the problem worse. You’ve got to strip it down to the essentials first. 

Writing Hack #2: Use words a fifth grader would understand

We tend to use bigger words and industry lingo to sound “more professional.”  It’s corporate ipsum that’s intended to blunt the painful edge of truth. As Zinsser wrote, “Don’t dialogue with someone you can talk to. Don’t interface with anybody. If you might add it, add it. If it should be pointed out, point it out.” Want to communicate your message clearly? Simplify your language. “Volume-related production schedule adjustments” and “negative cash-flow positions” are the words of corporations that want to hide their mistakes and soften the blow of an announcement. Zinsser explains it best with his analogy of a flight attendant demonstrating the proper way to use an oxygen mask: “In the unlikely possibility that the aircraft should experience such an eventuality…” is a phrase so oxygen-depriving in itself that we are prepared for any disaster. Don’t deprive your readers of oxygen. 

Writing Hack #3: If you wouldn’t say it, don’t write it

Use contractions. Better yet, try not using them and read the sentence out loud – feels stiff and unnatural, right? It doesn't matter how formal or serious your brand is, nobody talks like that (unless you’re a lawyer; lawyers talk like that. Sorry, lawyers.). If you’re not a person who says “indeed” or “moreover” in conversation, don’t write it. And who is this “one” people keep referring to (Readers don't care about “one," Zinsser asserts, he’s boring.)? If you have a hard time writing in a conversational tone, try recording yourself. Pretend you're talking to a close friend. Don't worry about pauses, saying "um" or making a mistake, just record till you're finished. Then go back and transcribe verbatim, but leave out the pauses and mistakes. Better?

Writing Hack #4: Write yourself in, then cut yourself out

Writing in the third person (He, She, They) is another style that can come across as stiff and impersonal. First person is the easiest way to write comfortably, but for journalists and marketers, it’s rarely allowed. If you’re writing content for your brand, start by writing a rough draft in the first person, then go back and take out all the ‘I’’s. It’ll make your writing more personal. If you're writing an article or blog post, it might take a few paragraphs for you to get to the heart of the topic. That's when you'll find your voice and rhythm. I call this “writing yourself in.” When you've finished a first draft, go back and read it through.You’ll probably find that you can cut the first several paragraphs without losing anything important and bring readers in right where you want them. 

Writing Hack #5: Don’t be timid

Good writing is lean and confident. Get there by removing the timid, little qualifiers that weaken a sentence. Don’t say you were a bit frustrated or a little lonely. Be frustrated. Be lonely. Get right to the point. If you want to tell your audience they need to track their financials, say that. Don’t say “I think it might be time to start keeping track of your financials.” This is especially important in writing your call to action. If you want your audience to sign up for a free trial, be direct. You’ll not win any new clients by being passive. Which would you be more inclined to click on?

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Writing Hack #6: Avoid words that end in “ly” 

Adverbs are just... meh. Or as Stephen King wrote, perhaps more effectively, "the path to hell is paved with adverbs." Zinsser explained it better than I could: "Don’t tell us the horn blared loudly; blare connotes loudness. Don’t write that someone clenched his teeth tightly; there’s no other way to clench teeth." Instead find the right verb. The thesaurus is your friend – use it! And if you’ve used it well, you’ll have an easier time following this next hack…

Writing Hack #7: Don’t use exclamation points unless you must (!!!)

What's the fascination with exclamation points lately? We use them in triplicate in text messages, emails, social posts, and blog posts. Were they given away free at some point and now everyone’s got a trunk full of them to unload? We’ve become immune to them. If every sentence has an exclamation point, how will we know when something is worthy of an exclamation? Construct your sentence so that the order of words will put the emphasis where you want it. Is there a better word to describe the emotion or action? You might use exclamation points to convey humor (“And they don’t even sell llamas!”). But don’t assume your readers can’t figure it out. Part of the joy of reading is coming to that conclusion on our own. Zinsser again: "Subtlety is the art of persuasion. And there’s nothing subtle about an exclamation point."

Writing Hack #8: (Some) rules are made to be broken

After my first ski lesson, I met my husband at the lift. As we rode up, he said, “You know all that stuff you just learned? The pizza slice, and all that?” I nodded proudly. “Forget it. It won’t work up here.” The same is true for writing. Remember all those rules you learned about structuring a sentence and writing a paper? Forget it. They won’t work out here. 

Okay, that’s a stretch – many of those rules should be followed. But here’s an example straight from Zinsser of one that shouldn’t: Never start a sentence with the word "but." If you learned this one in school, unlearn it. There’s no stronger word at the start. Nevertheless is another good starter. Nevertheless, she persisted. (See?) Also, don’t end a sentence with “however” – by that time it’s lost its howeverness.

Writing Hack #9: The race in writing is not to the swift but to the original

We’re in such a hurry to create more content that we end up churning out the same thoughts, quoting the same thought-leaders, and referencing the same stats that a dozen other articles have already covered. It’s the reason behind interviewing subject matter experts when creating content. The point is to find a unique angle that hasn’t been covered yet. A fresh perspective can help your content stand out from the noise online. If your ideas typically come from sales or marketing, try interviewing someone in IT or HR for their perspective. Social listening can also invite new ideas. Pay attention not only to what’s being published, but to the comments left by readers – you just might find a gold nugget worth pursuing. 

Writing Hack #10: Your first draft is supposed to be rough

Rewriting is where the game is won or lost, Zinsser writes. So, don’t worry about the grammar. Don’t get lost in sentence structure or spelling. Just focus on getting your thoughts down. Once it’s all on the page, you can start to shape it. No one publishes a first draft - that's for your eyes and God’s alone. Build your foundation, then go back and decorate. And remember this: even if you’re a self-professed Grammar Goddess, you won’t be able to effectively proofread your own work. Get a fresh pair of eyes to look it over before you hit “publish.” 

Writing game: Won

These days it seems we’re all writers. Content is everywhere and across industries professionals are writing articles, social posts, and ads in an effort to compete. Everybody writes, says Anne Handley. But not everybody enjoys it. And that’s okay. In fact, it’s great. I’d otherwise not have much of a career. But I digress. If your company is one of the 53% that outsources content writing, learn more about creating clutter-free content that converts here. 

Have your own go-to writing guide or favorite tips? Please share!