My Writing Process

Every writer has their own process. For many of us, it's sacred. It's similar to wearing your lucky sweatshirt during game day. One deviation from the norm and all hell could break loose. I can't risk it. I could argue that it's more of a creative process than a superstition and who am I to risk genius? Picasso once said, "To draw you must close your eyes and sing." But that's pushing it.

Anyway, I do have a system for how I approach a project. The beginning depends on how much information the client gives me. I prefer to start with a complete project brief that includes a brand guide, target customer personas, and an outline of the strategy, goals, and distribution channels for the piece I'm writing. I also need an overview of the critical product/service information to include in the piece. If I don't have all of this information, I'll spend time doing my own research and asking my client questions so that I'm clear on what my outcomes should be.

Then, I start my research dump. This is a Google doc where I create an "outline" for my first draft. It's very often not an outline at first. It's more of a dump of any information or research I want to include in the piece. This could be relevant statistics, a quote from an industry leader, a website link for further reference, details about the industry or the community I am writing about to keep in mind, or anything I think will tell the story. It also will include the relevant client information and links to include. I often get stuck in this phase because I love researching and tend to go overboard. I can fit only so much information in a 1000-word blog. So I try to stop after I've got a few pages of research dump.

When I think I've got enough research, I'll organize the information into a loose story arc, keeping the CTA in mind. The CTA is the end of the story, the satisfying conclusion, and the solution to the reader's problem (if I've done my job successfully). At this point, the outline is not set in stone. I may move details around as I write. But it gives me a place to start.

When I am ready to start writing, I start with the introduction. Many writers write the body first and then write the introduction, but I need to start at the beginning. I think the introduction is so important to the success of a piece. It has to have a hook, something the reader can relate to and want to read. They have to see themselves in that first paragraph. When they do, they want to see what happens. In journalism, they tell you not to "bury the lede." I use the same concept in my content. I place the hook right up front in the first paragraph to engage the reader.

Finding that hook can take some time. I tend to think of the best hooks when I should be sleeping or on the treadmill. I don't often sit down at my desk and say, "ok, here's how I'll start." As I said, the best introductions are those in which readers can see themselves. So I've used famous quotes, song lyrics, urban legends, television or movie characters, children's stories, and other accessible metaphors or analogies to introduce a piece of content. It's a tricky process because I don't want to force a connection where there really isn't one, and I don't want to be too "cute" for a business-related piece of content. But, if I'm really immersed in the brand I'm writing for, I can usually find that sweet spot where I can humanize the brand and make that personal connection for the reader.

Once I get the introduction written, I just keep writing. I use the outline to guide the flow and create natural sub-headers. If I need to reorganize the content, I do that as I write. I also keep in mind the traditional components of a story arc.

Act one: introduce the hero and identify the problem

Act two: the hero reacts to the problem and experiences conflict with the problem

Act three: the hero resolves the problem with the introduction of an external solution

The story's reader is the hero, and the client's product or service is the solution. Of course, the narrative does not usually include dialogue and action, but I'm not opposed to using them when appropriate. The narrative outlines how the product or service's features benefit the reader and solve their problem. So, I'm taking the features and benefits we've traditionally used in marketing messaging and creating a story with them.

In the end, I write a strong CTA that engages the reader to take action. The CTA should be specific and urgent. Not "contact us" but "click on my calendar to set up your free demo today." The more detailed, time-bound, and urgent, the better. If the reader has read the piece to the end, that shows engagement and interest. I don't want them to walk away without asking them to do something.

After I've written the first draft, I let the content "marinate" for at least 24 hours. I've learned that I need to step away from a piece to let my mind settle around the story I wrote. Once I've done that, I can normally go back to it with a fresh perspective for editing. I look for holes in the narrative and or disconnects in the flow. I also run the piece through Grammarly to catch my constant use of "in order to", "that", "for example," and other redundancies. I'm usually a pretty ruthless editor at this stage.

I edit a piece at least twice before I think I'm done. But in the end, there comes a moment when I am looking at a piece, and I think, "It's done." I can't explain it. I just know. I'm happy with what I've created. It's such a great feeling. So, I send it to the client.

Sometimes I've submitted such a piece, and the client disagrees. They think I've missed a crucial point or I've been unclear. So, it's not done. That's ok with me. I want the client to be happy. I'm always happy to make edits as long as the feedback is clear and makes sense to the intent of the piece.

So, that's my process. It can be painful. But that feeling when I'm done and happy with what I've written can't be beaten. So, I guess that's why I don't want to change my process. It's my lucky sweatshirt.