Writing Tips
Beat Writer's Block
We hear about “writer’s block” all the time. And it makes sense. When you put words on paper (or these days, on screen), they stay there. There seems to be this pressure to get it just right – and sometimes that pressure is enough to keep the words from coming at all. When I’m having a hard time getting started, I tend to use two techniques:
The “Spit it Out” Method: Close your eyes, lean back and imagine you’re talking to your target audience. Now tell them what you’re trying to say. It’s amazing how often your mouth will somehow know exactly how to boil down the multitude of words and complex phrases your fingers were struggling with, and simply “spit out” exactly the right words.
The List Method: When “spitting it out” doesn’t work, head back to the keyboard (or pen and paper) and make a list. It doesn’t really matter of what, really… key phrases, ideas, images that come to mind, relevant adjectives, facts and figures… whatever. Just as long as the general topic is relevant to what you’re trying to write. The key is to let go a bit and let your fingers write whatever floats through your mind. Often this is enough to get you writing again. I often find that in short order, my list has become the first draft of that dreaded document
If neither of those methods works, the problem may not be a matter of finding the words to prove your point. It may be that you're not quite sure what your point is to begin with. In that case, it's time to "stop before you start" and plan your message from the beginning. See "Want to Make Sure You're Making Your Point" below for ideas about how to clarify just what it is you are trying to say.
Keep Your Writing Simple
Lighten Up! It is true that some literature is written with eloquent language crafted to delight our ears, broaden our horizons and challenge our vocabularies. However, let’s face it. Unless you are a literary artist striving to spark decades of debate in high school English classes, chances are the things you write are, quite simply, to convey a message to your intended audience. Assuming that’s the case, then it’s time to lighten up and use (as I like to say) words that work for you. You are not trying to impress. You are trying to communicate. So, use short sentences. Select clear and simple words. Use punctuation that helps to clarify your point. And, use language that will help comprehension – even if it means throwing in a contraction or starting a sentence with “and,” now and then.
Now, let’s be clear. I am not advocating sloppy writing. But, in marketing and business writing, the key is to make your point. Professionally, yes. But with smart, clear language. So drop the “per,” “via,” and “herewith,” and use words that will make it simple for your readers to understand your message. You can use flowery language another day… but heretofore, thou shall abstain from such multifarious texts when attempting to obtain intended outcomes (a.k.a. but don’t do it when you’re trying to get something done).
Use Fewer Words
Cut the That! You'll be most successful at conveying your message if you make your point with as few words as possible. So, once you have a first draft written, go back and "cut the fat" by removing extra words. A good starting point is with the word "that." It's amazing, really. For as often as we use it, "that" isn't usually necessary unless it's being used as a pronoun to represent another word (i.e.: "look at that!"). Consider:
BEFORE: Note that the word "that" is often so unnecessary that it can be cut out of a sentence completely.
AFTER: Note the word "that" is often so unnecessary it can be cut out of a sentence completely.
Want to Make Sure You're Making Your Point?
Stop before you start and ask yourself - what point do I want my reader to walk away with? There's a big difference between: "Hmmm... they offer a lot of products" and "Wow, those products would be great for me... I should buy them." Likewise, a service organization will get a different response from readers who get their newsletter and think: "they have a lot of things going on" as opposed to "they're making a real difference... I should help."
Once you know what your reader's takeaway should be, determine what points you need to make in order for your reader to internalize that message. Don't worry about the words you use. You can improve the eloquence at the keyboard. Just jot down the points you need to make.
For example, if your reader's key takeaway should be: "this company offers the products and customer support I need... I should make them my primary supplier," then you might jot down supporting points such as: 1) innovative, state-of-the-art products, 2) consultation to customize solutions for your business, 3) only supplier of its kind in the U.S., and 4) give us a call to discuss your needs.
From there, it's time to write. Simply structure your writing to prove your points and check back frequently to make sure everything you are writing supports your key takeaway. You should be making your point in no time!