6 ways to improve your writing—and you can start using them right away

Everybody can write. But not everybody can write well. That's OK, though.

Whether you're just starting out or returning to writing after taking a break because you just couldn't write another product description for that e-commerce client, if you put the work in, study other people's writing, and consistently write something, anything, you'll steadily improve.

Below, I've compiled some tips and strategies I've followed for the 25-plus years I've been writing and editing. The great thing is, you can implement these tips right now. They are easy to incorporate and understand. (For more granular and advanced tips, follow my daily #GrumpyGrammarGuru posts.)

Fluff beats stuff

I heard my best piece of writing advice in college—from a fellow student.

"People love to read about people."

It's so simple it's almost overlooked.

This was before social media and reality TV and Kardashian kulture.

Copywriters especially have to write about a lot of "stuff." Gadgets, widgets, products, features, benefits, how this supplement taken daily will help you reach ketosis and lose weight (oh, was that only me?).

Don't forget to write about the "fluff." People, personalities, inspiring stories, profiles. Your readers can connect with, empathize with, and relate to people. Try empathizing with a box of cereal (hangovers notwithstanding).

If you can tell compelling stories that touch the heart and move the mind, you can help somebody deliver their message and communicate their worth.

These rules you follow aren't really rules

I have bad news. You've been duped.

Some writing rules you've been faithfully following for years are not really rules.

For example:

? You can write using sentence fragments. I do it all the time. They are all over this piece. Like this.

? You can start a sentence with a conjunction. "But Brian, he argued ..." Just don't make it a habit or use it as a crutch.

? You can end a sentence with a preposition. This mostly involves phrasal verbs such as "grow up," "drop out," etc. "I like this class, but I might have to drop out."

? You can split infinitives. Turns out the "Star Trek" writers were ahead of their time. "To boldly go ..." is perfectly fine.

So go on, break the "rules" when your writing calls for it.

The most important part of writing

What's the most important part of writing? The headline? The lead? The celebratory glass of wine after finishing?

No. Planning.

Within planning, research is priority No. 1. You need to know what you're writing about inside and out. If you don't, research some more. Then even more. How can you write honestly about a brand or a product or a legislative process and its benefits if you're just regurgitating talking points or skimming the surface or rehashing a press release? Sometimes, I spend more time researching than writing.

After you've thoroughly researched your topic, start outlining your copy. A short skeleton will do. Even if you're just tackling a short retention email, you should have your thoughts in order to pull it off successfully. Without a framework to follow, it's too easy to go off on a tangent or get distracted by that YouTube video you keep meaning to watch.

After that, yes, you need that awesome headline and lead.

Check yo' self

Talk to yourself. Go on, it's normal. Copywriters, novelists, journalists, whoever is writing something should read their copy aloud. You'll catch mistakes and see if your narrative flows well. But what if talking aloud is not possible?

Put in your earbuds and try the "read aloud" option. In Microsoft Word, it's under the review tab. I always use the voice of "samantha." If you're using Google Docs, this might help.

Here's an advanced-level read-aloud tip: Backward it read. What? Yoda might have had the right idea. Read your copy backward. You'll be surprised what you catch when you read from the bottom up and read sentences backward.

Our brain is not wired to read this way, so it requires intense concentration. I'll almost guarantee you catch something you wouldn't otherwise.

Just write, write, write

I sat here without any idea how to put this tip into words.

I forced myself to write anyway.

And guess what?

You’re still reading.

I’m still writing.

There’s a lesson here for both of us.

• Well-crafted copy that engages the reader works even if you’re writing about nothing. Just ask the team behind "Seinfeld," the sitcom about nothing.
• If you force yourself to write, even if you begin with nothing, you’ll likely end up with something. This method is called "freewriting" or "stream of consciousness writing." It’s a tool you can use to overcome writer’s block.

Say it again, for the folks in the back

Write how people talk, not how people write research papers**.

You'll make genuine connections and achieve that mythical "authentic" feel that companies so badly want. Conversational copy is just a step away from converting copy.

**Unless, of course, you're writing a research paper.

Show me yours

Do you have any writing tips you'd like to share or questions for me? Leave me a comment.

#GrumpyGrammarGuru #CopywritingTips

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