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Writing is one of my favorite things to do. There’s something about the flow of words that just gets me excited. But becoming a good writer takes practice. And writing for the web, in particular, is it’s own kind of beast.
As seasoned web readers, we’ve become extremely adept at judging good writing from bad, and our discernment results in either staying on the page or moving on. This means, as a writer, you already have keen insight into what does and doesn’t work. Let’s break it down.
Tip 1: Identify Your Audience
What’s the point in writing for the web if it’s not directed at anyone? Think about that one type of person who you want to influence most with this argument, and then focus on him or her.
Tip 2: A Descriptive Title
Sounds like a no-brainer, but the web is rife will titles that have absolutely nothing to do with the content. Decide on a title after you’ve written the content, to make sure the two are consistent. Skip the sensationalism and create a title that sums up the overarching message of the article.
Tip 3: Get to the Point, and Quickly
The purpose of your lede (i.e. lead paragraph) is to pull your reader in, so it has to do two things: pose a problem and then immediately propose a solution. Everything that comes after is your argument for or explanation of that solution.
Problem: Writing for web can be tricky and takes practice.
Solution: You’re a web reader, you already have insight into good web writing.
Tip 4: Short Paragraphs
Studies have shown that reading speed and comprehension are compromised when reading from a screen (versus paper). Do your readers a favor and break up your content. Try limiting yourself to a 3-sentence mini-argument: open with the issue, continue by proposing a solution, conclude by giving the solution. See? Easy.
Tip 5: Choose an Easy-to-Read Font
Unless your goal is to induce migraines, go easy on the script. Verdana and Arial are both excellent, albeit ubiquitous, choices. They’re easy on the eyes along as you don’t go below a 10 point font size (12 or 13 is a good rule). Your design skills are not in question, so lose the fancy fonts, unless you have a designer on salary.
Tip 6: Text Formatting is your friend, but not BFF
The key is not to go overboard, but use it strategically for the biggest punch:
• Bolded headlines can be a great way to break up a long article into distinct sections.
• Don’t ever use ALL CAPS to get a point across — it seems like you’re shouting.
• Go easy on the rainbow — it will just look messy.
• Utilize the ‘blockquote’ function for emphasizing entire paragraphs.
• Dark text on light background — never the other way around.
Tip 7: End with a Gateway To More of Your Writing
So you’ve written a compelling article that you’re sure will keep the reader’s interest to the end. Now what? Direct them to another great article. Your goal should be to keep the reader on your site – and readers want to be directed! There’s so much crap out there and constantly searching for good content is hard. Make it easy for your reader and lead them to it.
Tip 8: Edit, Edit, Edit:
Ok, so you’ve finished your article – good job! Are you finished? Hell, no! Chances are, you’re first draft is twice as long as it needs to be. Go back and take out unnecessary verbiage, descriptors – heck, even entire paragraphs if it’s not advancing your point. Simplify, Simplify, Simplify.
Tip 9: Find a Role Model
Work smarter, not harder. We learn what good writing is by reading the writing of good writers. Find a writer that you admire, and figure out why it speaks to you. This does not mean plagiarize. It means become inspired and begin adopting techniques that he or she uses.
Tip 10: Hire Someone
Writing is not for everyone. If you’ve given it a college try, but are still struggling, there are plenty of people who do it professionally and would love the chance to exercise their skills on you. Hire a freelance copy-writer. See what I just did there?
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There are 5 essential elements every business should define.
I’m talking about The Big 5, and the exercise I’m about to share with you is one I practice daily with clients when the task is Branding and Positioning.
Why is this important?
Defining your Big 5 creates a foundation for everything you do going forward. It will inform decisions and allow you, as the Chief Communicator of your Brand, to clearly express your core message to your audience and anyone you hire for your team.
As a business owner, there will be some thing you can control, but more things you can’t control. When tough decisions have to be made, relying on your Foundation will guide you through murkiest of times.
This is not to say that your Brand’s identity cannot evolve. It is very likely you will find that your goals and vision shift over time. In fact, I encourage your to revisit your Big 5 every so often, to either confirm your values and vision are still consistent — or to take the steps necessary to begin down a new path.
So what are the Big 5?
Mission Statement:
A company’s mission statement is a declaration of purpose. It is a constant reminder to team members and employees of why the company exists. Your mission statement should clearly and succinctly define the intention of your business in one short paragraph. If you’re feeling bold, aim for one sentence.
Our mission is to illuminate our clients’ message in a compelling way through good design, effective communication and the creative flare unique to our company. We are committed to delivering high-quality technical solutions that enable our clients’ to meet their business goals more efficiently.
Vision Statement:
If for no one else but you, your Vision Statement describes your ultimate long-term goal(s) for your business. What is it that you, as owner, eventually want this business to achieve, when all is said and done? What will your company ‘be’ 20 years from now? What kind of recognition do you wish to obtain, what kind of product do you ultimately want to offer? While you may not have all the resources to achieve that vision now, stating your intention in one short paragraph will help make sure you’re continuously taking small steps in the right direction.
To become an Authentic Leader in the field of creativity and entrepreneurship, and to be known as a Pioneer of Good Design Communication for small business owners.
Core Values:
Put simply, your core values represent the moral and ethical standards of your business. They build your business’ reputation in the mind of your consumers, and give meaning to your logo. Your core values are the key attributes that you refuse to compromise in any situation. They uphold the integrity of your Brand and set a code of conduct for you and all of your team members. Try drafting a short-list of 5 Core Values for your business, each with a short description of how they will be carried out.
Kindness – Treat every client and team member as I want to be treated
Respect – Maintain a genuine regard for the feelings, wishes, abilities of others
Honesty – Always be sincere, direct, and candid when dealing withothers
Patience – Practice calm persistence and determination at all times
Responsiveness – Be receptive and open to changes; flexible and adaptable to the needs of others
Unique Offering
Let’s be honest — there are hundreds, maybe even thousands of people doing the exact same thing you are doing. So, what makes your product or offering different? More importantly, what makes it better? Have you investigated your competitors? Now is the time to do that.
When you become familiar with your competitors, you’ll begin to recognize the void that they leave behind. How are you going to fill that void, and offer a better experience for your customers?
Perhaps there is a need for better customer service. Maybe you have extensive education that none of your competitors have. Perhaps creativity is just oozing out of you. Whatever the case, pinpoint the quality that makes your business one-of-a-kind and then leverage it with all your might.
In addition to providing stellar design and communication strategies, I provide an environment of empowerment and enthusiasm, and regard every client as an immensely creative being, capable of achieving whatever it is they choose to pursue. I offer motivation, encouragement and positivity in a way that no one else in my industry does.
Target Audience
It’ easy to say ‘everybody!’… but it’s not realistic. Defining your target audience will guide you to the best communication strategy for your brand. Without having a clear idea who is on the receiving end of your message, you run the risk of failing to attract anyone at all. The key is to determine who will most benefit and positively respond to your offering – and then direct all your communication toward that demographic. This includes defining age, income, socio-economic background, interests, to name a few.
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If you love witty little kids, you must check this out.
If you love brilliant ideas, you must check this out.
If you never check out any other recommendations I make on this blog, please, make an exception this one time.
Go to Poppytalk now to read a post about a father who sent his third-grade son’s watercolor paintings out into the art world to be added to and modified by a range of artists and designers. The Rest is Up to You is an amazing book collaboration showing off the resulting artwork.
The post includes hilarious and often wise-beyond-his-age critiques by Cohen the third-grader himself of the finished product. Not to be missed!
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