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Do you know me in real life? Or have you thoroughly investigated my site? Then it’s guaranteed that you know that creative writing is my lifelong fixation.
The techniques that I have learnt from creative writing via studying and applying the art are, thankfully, transferrable to my copywriting and professional writing career, which is a boon, as creative writing feels as if it’s some kind of special magic that I am privy to.
Here are a number of practices that were developed from my creative writing that I now regularly apply to my client writing.
I have learnt a lot about the art of storytelling and how that can be applied to copywriting. Copy needs a beginning, middle and an end and it’s critical that when I put something out into the world, whether it be via this blog, one of my other sites, as part of social media marketing or for my clients (especially for my clients) that I hook the reader (that’s you) in from the absolute start. For an extra challenge, I have to keep them hooked in along the entire journey of the piece until the end. And then… the end isn’t even the end. From there the reader must take action.
Openings, first sentences, headings, first chapters… these are all make or break. I spend the most time on these important factors because without an intriguing hook or heading and emotional connection, you’ve already lost the audience before you’ve begun. And people always “buy” emotion.
Tip: if you’re about to write something, put down three headings: beginning, middle and end and then flesh out appropriately.
I am a walking thesaurus! I have learnt a lot of new words that are out of the ordinary vernacular and that adds flavour to writing. There is, however, a precarious balance between writing “too clever” (to the point of repulsion) and peppering interesting words into the mix.
The draft is just that! It’s a draft and it’s vital that I do not to get too hung up on the shape of that draft because the end result is often much different, smoother and has much more intention and clarity than the random jotting of notes that it begins its life as.
Writing inspiration can evolve from anywhere. Often inspiration comes from the smallest and seemingly tiniest thing such as a picture, a leaf I see outside my house or it could be erratic noise (I once wrote a short story inspired entirely from a constant beeping noise I heard from a neighbour). All it takes is one little spark and then an avalanche of ideas and inspiration come together. Mining inspiration is not the tricky part for me, it’s the refining of the ideas and sifting through the possibilities to choose the right one to pursue and develop.
I have learnt that the Pomodoro Technique is your absolute best friend when writing. If you can trick your mind that you are merely writing for half an hour to forty five minutes and that all you need to do is get words on the page then something miraculous happens and it starts to unleash a tiny bit of genius and immense productivity. If you tell yourself that you have to write a website or an ebook or other big projects then your mind freezes up with overwhelm. Give the Pomodoro Technique a go!
'... all you need to do is get words on the page then something miraculous happens and it starts to unleash a tiny bit of genius and immense productivity.'
I have learnt that just because I clearly understand and visualise imagery and concepts in my mind and there’s a wonderful imaginative world that exists in my head, certainly doesn’t mean that other people (or in fact, anyone) is on the same page. This means that I have to really choose the correct word every single time and pen (I mean… type) a description and vision as clearly as possible so that I can invite other people to get a glimpse of this incredible world within and conceive the scenario as I intend. I focus on the details and setting up the scene very determinedly so that the reader will automatically put themselves in the scenario without much effort and so they are willing to follow the journey.
Pointing out the extraordinary in the ordinary is a great way to do this.
Perfect the piece
One of the steps that can never be skipped, no matter how tempting is the final copy stage. I practice editing and proofreading over and over again until it drives me a bit batty. Each piece of writing is privy to at least three “read throughs” and edits. My final read through is read out aloud as this helps pick up inconsistencies that I may not have noticed on the screen. My neighbours must be curious why I’m always talking to myself!
To save time, I use Grammarly to help me identify any glaring errors in syntax, spelling and grammar. It’s worth upgrading to a premium account for advanced checking, suggestions and a plagiarism detector.
A lesson which has helped me become a better writer and, perhaps more importantly, a better business person is that the clients’ writing, product, service or company is not about me and what I want. It’s about a very specific demographic which the client has identified and researched and who I write specifically to, almost as if I they were in the room and I am talking directly to them.
The art of planning
Just like any wise person would do (not always me) planning is one of those time saving techniques over the long term is laying out a meticulous plan before commencing writing. This helps with productivity, despite the initial outlay of time. Devising a set of templates, even as basic headings, helps me know where I’m writing to and what gaps need filling.
Start broad and pare back
Let the imagination and writing flow stream wild and free and unfettered in the initial drafting or note taking process. Go as wide and bold as you possibly can, to the point where it feels uncomfortable and you blush as you commit it to paper, knowing that you’d be embarrassed if someone read it in its raw form. Only once you have dumped the grandest of concepts and meandering storylines can you taper it back and edit it to become cohesive, clear and share main palatable points that your reader will want to absorb. If you’re like me, you’ll find it much easier to “calm the farm” in your outrageous ideas than to stretch a watered down, half formed concept into something that is worth publishing.
Not everything has to be shared on the page at once. As you eek out your writing from one seed of an idea, you may discover many estuaries start to form. A novice writer will be desperate to get across every smart thought they have, which may confuse and addle your customer and your writing will lose its effectiveness. Pluck out your main ideas and stick to a consistent theme or niche (for example, I’ve focussed on copywriting, marketing, SEO etc) and keep a record or file of all your other ideas, knowing they will find their place in your writing, website, blog or work at some point in time and if they don’t… che sera!
And as with most things the more you do and the more you learn about it, the better it will improve.
'Not everything has to be shared on the page at once.'
If you want to enhance the power of your written message, it's better to have great grammar and make it an easier read for your audience, whether you're writing web copy, content articles, emails or blog posts. Here’s a quick grammar guide for your content:
Grammar tip: bullet points
Bullet points are saved for when you want to list things. The trick with bullet points, when it comes to grammar, are that they should comprise a complete continuous sentence, so only the last point should end with a full stop and each point should begin with a lower case letter.
The start of the sentence (preceding your bullet points) should end with a colon. I've supplied you with an example for your reading pleasure.
I love writing blog posts on:
Do you need a proofreader?
Don't capitalise your title entirely and make sure you bold your sub headings. Read up on how to write great headlines here.
Italics are reserved for titles of things such as books, movies, art etc and NOT for emphasising words as commonly mistaken. Cities, towns, companies and people’s names don’t require italics as it’s more reserved for artworks, such as my favourite movie Great Expectations.
Grammar: quotation marks
I use single quotation marks for quoting someone or referencing speech. I use double quotation marks for words that require emphasis or a word that is a colloquialism or made up.
Doing the opposite of this is still technically correct grammar in Australia but a lot more people are erring towards the way above. As long as you are pedantically consistent, then you will be okay.
When it comes to grammar, numbers under ten should be written in full and numbers from ten above can be written as numerals. However, if you have a number below ten and one from ten upwards in the same sentence, they both need to be written in full. Because I prefer consistency, I tend to write all my numbers in full unless they are specific to a title or name of something. For example, 911.
Grammar: cleaning up formatting
If you are like me (and probably most of the world) and you create your blog content initially in some kind of word processor (such as Word), there is an important step you must commit to memory! When you cut and paste your text from Word into your blog, you need to remember to strip all the formatting that Word automatically creates because it messes with the magic of the internets. I’ll be honest here and say that I have no idea why and being a web coder is for people who are far more intelligent and patient than I am. All I know is that it is quite important. So make sure you press the button that usually has a T on it in your toolbar. Don’t forget that you’ll have to manually add the formatting (bold, italics etc) once you’ve pasted the content into the blog post. Or you can use this to clean up your formatting.