Posts

Write 200 Lousy Words Per Day, That’s It

/0 Comments/in /by

Writing is drudgery for many people, which is part of the reason our clients let us do some of that writing for them. Often, the hardest part is just getting started, even if you write for a living.

As I’ve described before in this blog, at the start of a writing project we may become overwhelmed by all the information we want to include in our written content, or unsure of how we want to start, and it leads to procrastination and more stress. We end up either missing a deadline or we rush to put something out that could have been better.

The best recent advice I’ve seen about overcoming writing procrastination comes from an anecdote in the irreverent best-selling self-improvement book, “The Subtle Art of Not to Giving a F*ck: The Counterintuitive Approach to Living a Better Life.” In the book, author Mark Manson recounts a story of a novelist who had written more than 70 books. The novelist’s advice for how he is so prolific, according to Manson: “200 crappy words per day, that’s it.”

Of course, Manson points out, the novelist rarely stops at 200 crappy words because the action of generating those first few paragraphs motivates him to keep going. Even non-professional writers get in a rhythm and it can be as difficult to stop as it was to get started. The 200 crappy words almost serves as a warmup to the real workout of writing 1,000 or 2,000 words.

How to Get Started

Sometimes, however, even getting those first 200 words down is challenging; that is where research can be a big help. Simply going online to research the topic, even if it is something you are already very knowledgeable about, can be highly motivating because you will likely learn new information that will help support your content. Other times, research can reveal that a competitor or other thought leader has already written pretty much the same article or other high-value content. Don’t despair. You can read similar articles or content and then look for gaps in their information or it can inspire a different, fresher angle for your article, white paper or eBook.

The opposite dilemma can also occur. Sometimes there will be so much research and information, and so many topics you want to cover, that you cannot imagine how you will assemble it all into a coherent whole. Here is where outlining can help to get you started and keep moving.

The outline doesn’t need to be the precise order of the final draft; it is just to get ideas down. Simply list the topic heading you want to cover in a section, such as COVID-19, and under that heading list all the relevant ideas you want to include (e.g., effect on elective/preventive care, growth of telehealth, reimbursement changes from Centers for Medicare and Medicaid Services, etc.). Once you begin the bare-bones list, you will find that you want to add more and more detail and can begin to envision how the finished content will be structured.

From Outline to Draft

As opposed to writing an article from beginning to end, an outline lets you preview if the finished piece flows logically, if there are potential gaps of information, or if sections should be shortened. Recognizing these deficiencies in the outline stage saves writing, cutting and rearranging time in the long run. Once the outline is completed, writing the full draft simply means expanding each item in the list to full sentences and paragraphs. Depending on how detailed the outline is, writing the full draft may take much less time than expected.

With the full draft completed, the real hard part of writing begins: editing. Reading and re-reading what you wrote, cutting and rewriting for clarity is not as much fun as putting all the words together, but is perhaps the most important part of the process. Since editing means you are close to the finish line, that may motivate you to keep going.

Everyone Needs an Editor

Have you ever heard of Maxwell Perkins? Me neither. I found him through a Google search. Have you heard of F. Scott Fitzgerald, Ernest Hemingway or Thomas Wolfe? Me too. It turns out Maxwell Perkins edited all of these authors, and even convinced Wolfe to cut 90,000 words from the final draft of one of his novels.

I mention Perkins to point out that even the best writers need editors. Editing is not just for proofreading for typos, grammar and misspellings, either. Rather, an editor’s value is providing high-level, constructive feedback about the content, structure and readability of the content. Most importantly, the editor needs to look at the content through the eyes of your intended reader. Is it relevant to them? Will it make sense? Does one idea flow logically to another?

Just Write

So the next time you need to write, gather your information and just start writing. Whether it is full sentences or just a list of topics and ideas you want to include in the content, the act of getting 200 lousy words on the screen will save you stress and time in the long run – and likely result in a higher-quality finished project.

How to Take the Pain Out of the Editing Process

/0 Comments/in /by

Nobody expects perfection, and certainly not on the first attempt.

That’s why we always anticipate that the written content we produce for clients will need at least one round of edits – and maybe more. The editing process is without a doubt a key component of content development, ironing the rough edges of copy into smooth, on-message prose that shares the right message with the right audience.

Especially in the world of public relations, in which we write on behalf of clients instead of ourselves, I find that the editing process often contributes key insights that improve the quality of the final written content, whether it’s a byline, press release, case study or other deliverable. It’s that previous point – that public relations professionals are employed to write in the voice of their clients, not themselves – that makes the give-and-take of the editing process so critical.

To understand why, I like to think back to my reporter days, when everything I wrote appeared under my own name. Because my name was at the top of every article, all of this content was written in my own voice. The challenge was to get my own words out of my own head and onto the page.

Public relations is an entirely different animal. Nothing I write appears under my name, and everything I write is done in the client’s voice.  That’s where the guesswork comes in. Because I’m writing in a voice other my own and I can’t possibly get inside another person’s head, all public relations writing, at least to some extent, is guesswork.

Now, it’s important to note, that as a PR firm, our job is to reduce that guesswork as much as we possibly can, whether it’s through interviews, background research, asking intelligent questions and the like. But, no matter what, because the content we are writing is in someone else’s voice, in the end PR writing remains based on guessing. The editing process is when clients get their opportunity to evaluate that guesswork and massage the copy into something that resembles their company’s own voice.

Despite its inevitability, though, the editing process can sometimes be painful, fraught with misunderstanding, miscommunication, ambiguity and delays. To help ease the pain and improve efficiency, here are three tips to make the editing process go more smoothly.

Tip 1: Practice safe version control: When we send written content to a client, it’s fairly common that three or more individuals (someone from marketing and a couple of subject matter experts, for example) would like to review and edit the piece. That’s fine and very much encouraged. What’s not fine is when all three individuals send back their own edited copies of the document, which can lead to a lot of confusion and inefficiency. In many cases when this happens, one SME’s edits will contradict the other’s, leaving the PR professional to sort out a way forward while potentially wading into the client’s internal politics. To avoid this situation, practice safe version control. If you’re going old-school and emailing a Word document around, send it to one person at a time, and incorporate the first person’s edits before sending it on for review to the second. Alternatively, online tools such Google Docs allow for simultaneous editing and can help overcome the problem of contradictory edits.

Tip 2: Minimize comments in the right-hand margin: Resist the urge to click the “Comment” button in Word or list comments and suggestions in the body of an email. Nothing else results in so much confusion and ambiguity in the editing process as when the right-hand margin of a document is littered with comments. The writer must read those comments, think about their meaning, actually understand the meaning, potentially go out and obtain some new information, adjust the article’s text in a way that (guessing again!) the author(s) approve of, then send the article back to the client who must review it a second time. If the writer guessed wrong or misinterpreted a comment, rinse and repeat. Perhaps surprisingly, in my own experience, the most difficult part of this process is simply trying to interpret what the commenter is asking the writer to do. Instead of taking the time and effort to describe the changes the writer should make, why not just…

Tip 3: Embrace track changes: Here’s a scenario that describes editing nirvana: In the second half of a sentence, the writer said “A” but the reviewer prefers the sentence to end with “B.” So, ensuring that Word’s “Track Changes” functionality is turned on, the reviewer simply goes into the document and types his “B” directly over the writer’s “A.” The result? No confusion, no ambiguity, no questions, a sentence that reads exactly how the reviewer likes, and no more guessing on the writer’s part. Plus, the writer can now review the document and learn how to adjust copy for next time. And all it took on the part of the reviewer was a little more time and effort compared to leaving a comment.

The editing process holds the potential to bring about complication and confusion that exasperates writers and reviewers alike, but it certainly doesn’t need to. Follow the tips above boost the efficiency and accuracy of your content-creation process while removing the pain from editing.