Murder your darlings - banishing blah with the best writing advice
Listen up for 3 dead cert ways to write better.
Love What You Do
John Bevins was right: “If you don’t enjoy writing it, no-one will enjoy reading it.” To be a great writer, you must love writing. If it feels like a grind, or you find yourself talking about churning out work, walk away. Writing is not for you. You might know the technicals around writing a particular bit of copy, but if you don’t enjoy it, it will never be great.
Small business owners can write good marketing copy because they love what they do. That business is their baby. They may not know what goes into a successful web page, and they might not have the time, but that passion shines through when they write things themselves.
While love isn’t the only ingredient for convincing copy, without it you risk bland mediocrity.
Murder Your Darlings
Graham Fink reminded me of this on the Fink Different course last week. I heard it was ‘kill your darlings’ back in my BBC days. And it’s the truth. Sometimes the best thing you can do for that copy you have slaved over is hit delete. I once ditched the entire first draft of a script.
Some of you may be breaking out in a cold sweat right now. Starting over can feel like a betrayal of all your hard work. It might have taken you hours. But that’s no good reason to keep it. A good writer must be their own worst critic. You know when something isn’t working, and you need to know when to be ruthless. Long, flabby copy is often lazy copy. It should have been shorter; it could have been better.
Good Writing Is All In The Prep
“Nailed it.” I love it when that’s the note I get. I’m getting better at telling when it’s likely to happen too. It’s always those jobs where I got to learn about something new or different. It happens when the research delivered a few tasty ‘aha’ moments.
As a copywriter, it is my responsibility (and my joy) to dig deep and uncover gold for my clients. I first embraced my nosiness as a BBC drama researcher. I learned to ask stupid questions to deliver the goods. All the medical emergencies and autopsies on Holby City and Silent Witness are potentially real situations - they may be rare, but they all come from experts in their field. However, being an expert in something doesn’t always mean you are good at talking about what you do (or writing about it). It definitely doesn’t mean you know what will interest other people about your specialism. Every week, I needed new exciting developments for my writers storylines. Learning how to ask good questions and get all the gory details still underpins my work. I know what to ask to reveal the nuggets in somebody’s businesses. Without that bedrock, I can’t produce the gold.
A Writer’s Murderous Thoughts
I know I’m onto a winner when I sit down and the actual writing is a joy. I may kill a few darlings on my way to the finish line but, these days, that’s a sacrifice I’m willing to make.
Things On My Mind This Week
Covid - the Delta variant hits like a summer cold before it steals your sense of smell and taste. I should know. I just got out of isolation after a mild bout. Get double jabbed ASAP folks. You’ll protect yourself as well as all those newborn babies and immunocompromised people who can’t.
Style - what is this elusive quality and how can I get some? A decade of kids has turned me into a delicious apple in need of a polish.
Cambridge - the brood and I are off for a week mid-August. Hit me with your favourite family jaunts and foodie haunts.