Because, good writing will move you from giving information to crafting a message that evokes a response.
Stop what you’re doing. Stop putting it off. Stop to eliminate distractions. Stop to gather your thoughts. What writing habits do you need to stop doing?
Look around you and see how Americans are communicating in 2012. Do you think how the rest of society is communicating should or could impact how we’re writing? Example: This is how we digest news.
Think about your audience. Who’s your audience? How old is your audience? What takes up the most time in their day? What’s most important to them? How do they like to be communicated with?
Listen for stories wherever you are and use them as inspiration. Listen for the benefit (story) before the features (details).
Write it and get it all out.
Answer: Who? What? When? Where? Why? How?
Keep it brief: 150 words or less (written) and 30 seconds (video).
Use headings and bullets.
Walk away, take a break, and come back to your writing. Re-write it to make it better! Make it a "sandwich" as I like to call it:
Top bun: 1-2 opening sentences
Meat (or veggies): 3-5 bulleted details
Bottom bun: 1-2 sentences with the call to action
Proofing is looking for sentence structure, spelling, grammar, etc. Proof your own work and find a friend to proof it too.
Edits are revisions after proofing that make the writing better. Edit your own work and find a friend to edit it too.
Rinse thoroughly – make sure you get out all the residue before you commit it.
Repeat – write well again and again. It will get easier with time.
So, why is this important? Because, good writing will move you from giving information to crafting a message that evokes a response. The reader should feel motivated, challenged, inspired and informed. Remember, "Information is giving out; communication is getting through.” (Dr. John C. Maxwell)
Written by Lindsay Dudeck
Lead Communications Strategist