Write Without Fear. Edit Without Mercy.
Words At Work
We make complex subjects understandable for targeted audiences -- and help B2B clients build strong, profitable brands.
Like unnecessary words, there’s no room for ego in good writing
After 35 years of writing thousands of words per day, one thing I know for sure is that every first draft requires editing. If your first attempt spans eight pages, cut it to four. If it contains 100 words, shave it to 50. Do this ruthless removal of clutter and clichés. Ask a colleague to edit your work, if possible. But as most of us write in solitude, you must become your own cruelest editor.
“The first draft of everything is s**t” – Ernest Hemingway
Recommended Process for Writing Anything — from Emails to Novels
If you take one thing from this article, I hope it’s the following three-step process. The usual reaction to this advice is, “I don’t have time to do this every time I write.” But I guarantee, without hesitation, that adhering to this process will save you loads of time, not to mention embarrassment and the pain of failed initiatives.
1. PLAN: Do not approach the keyboard or pick up your pen before you do the following three things. Even if you feel rushed, these steps will ultimately save you time.
1. Understand your subject matter. Poor writers use rambling or cluttered prose to cover for a lack of knowledge. At some level, every reader knows this. This, of course, leads to a lack of credibility. If you write about cloud technology, understand how it works and why it matters to your audience. The same holds true for analytics, industry regulations or the Internet of Things. Don’t fake it. You’ll be found out.
2. Define your goal. This requires you to push past the obvious. If you write an email to a customer about a new feature, you might initially think the goal is to explain functionality or generate incremental revenue. However, after more thought, you might realize your goal is to deepen the customer’s trust in you and the brand. This realization should inform your writing. Understand that your first thought is likely superficial, and you are, in truth, pursuing some larger goals.
3. Know your audience. Focus your message on “what’s in for me?” from the audience perspective. Take time to imagine their challenges, pain points and opportunities. Start with what matters to them, then move to what you want them to know or do. Important tip: If your writing begins with “I,” you likely need to rethink your lead statement.
2. DRAFT: Feeling blocked? Join the club. Every writer feels this at some point. Just start writing without worrying about perfection. Write fearlessly in the draft stage.
1. Make the reader care. People send and receive an average of just under 200 emails per day. Imagine your reader looking at a list of 15 unopened emails. Why would they open yours? Or imagine the reader receiving five submissions based on their RFP. What makes your document rise to the top? The answer is simple: headlines and introductory paragraphs that immediate convey “this is what’s is in it for you.” Delivering that message is not simple. It requires an almost out of body experience where you become your reader during the draft stage.
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2. Find your rhythm. Too many short sentences in a row sound shrill and distract the reader. Too many long sentences make the reader lose track of your message. A mix of sentence lengths makes your message flow and keeps the reader engaged. One idea: After you finish each paragraph or section, read it aloud. If you find yourself spitting out short, choppy sentences or wading through wordy ones, go back and fix the flow.
3. Pinpoint your reading level. Popular music aligns with a 4th grade reading level. Popular authors, such as Nora Roberts or John Grisham, write to a 7th grade level. The Wall Street Journal reads at an 11th grade level. Even in the draft stage, think about where your audience falls on this spectrum. For most business writing, I like Warren Buffet’s hack. When writing about complex investment topics, he imagines his two sisters who have graduate degrees but little financial expertise, reading his message. The result? Clear and compelling writing that respects the audience’s intelligence.
3. EDIT: Clutter is your enemy. Follow Hemingway’s advice: What many another writer would be content to leave in massive proportions, I polish into a tiny gem.
1. Economy of language trumps all. No matter how much you love your draft, cut the number of words by 50%. Your ego might get bruised (because you love your work), but you will save yourself from talking about “personal friends,” or a “general consensus” or “past history.” By removing nearly every appearance of very, really, actually, truly, that and every word that ends in -ize, you will sharpen your message and improve the reader’s perception of your intellect. Also, remember that “now” is much clearer “at this point in time” and “soon” is better than “in the near future.”
2. Avoid clichés like the plague. Want someone to think you have no original ideas? Nothing new to offer? Then pepper your writing with clichés. If phrases like “at the end of the day,” “outside the box” or “par for the course” creep into your writing, extricate them like vile weeds.
3. Use active verbs. Sometimes, you need to use a passive verb — is, are, were, was, has. But everywhere possible, convert he passive verbs in your draft to the active voice. Nothing makes your writing move people more than active verbs. It’s the difference between, “the dog chomped on the man’s leg,” and “the man was bitten by a dog.”
Quick Reminders:
Before You Start Your Draft:
When You Edit:
Content & Campaign Manager | Seasoned Marketing Communications and Project Management Professional
2 年Solid advice for any marketer, not just writers!