An experienced, successful marketing writer tells of his most humbling early lesson in learning to write concisely.
After many English and creative writing courses, he still did not “get it.” Something happened between the time he thought his thought, and when he tried to put those thoughts to paper.
While working on his master’s thesis, he met weekly with his advisor. At each meeting, he hoped to dazzle his advisor with his recent efforts.
But at each meeting, his advisor would patiently read and review the recent writing attempts. Her expression was invariably thoughtful — yet lacking any visual reaction that the young would-be writer could read. Then slowly, quietly, and deliberately, the advisor took the pages of narrative and turned them face down on her desk.
Lifting her eyes, she asked the would-be writer, “What are you trying to say?”
In a sentence or two, the eager student related in plain English what he had labored so many hours trying to say in perfect prose.
“If that is what you are trying to say,” the advisor responded, “then say it — and nothing more.”
Most people speak effortlessly. They know what they want to say, and they say it. It may not be perfect English, but it is effective communication… and that’s the key! Ask that person to write those thoughts, and the English language comes to a dead halt.
Writing can be as effortless as speaking — if you don’t make it harder than it is. If you said to your hostess after a gala party, “Thanks for a lovely party — we had a great time. You have a lovely home, and you are such gracious hosts!” If that’s what you’d say face to face, say that in your note. You need nothing more because there is nothing more to say.
Before you start writing, ask yourself, “What am I trying to say?” Listen to your answer and to the simplicity of your response. Then begin writing.
When you finish a sentence or two, or a paragraph, ask the other valuable question about each sentence and paragraph you write: “Have I said what I was trying to say? Or, is my attempt to be a great writer getting in the way of understanding?”
You may never be a William Shakespeare, but your prospects will know what you’re selling and how it benefits them. That is what really counts.
Asking “What am I trying to say?” as an editor of someone else’s work is a proven way to test whether that copy gets the job done effectively.
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