Writing should inspire, motivate, educate, illuminate, inform, persuade, and engage. To do this, it has to rise above the basics and become something more.
In the first part in this series, we explored two introductions used in the television series The West Wing as an example of how to elevate writing from the barely functional to an art. Now let’s break down some practical steps you can take to elevate your writing.
Ten ways to improve your writing:
Remove yourself from the mundane and usual.
Forget about how it’s always been done and try something new. Step away from past examples and start from scratch, choosing to do better than basic or satisfactory. It takes more effort and imagination, but it will stretch your writing muscle and make you a better writer.
Focus on the essence of your subject.
Whatever you are writing about, whether a widget, a service, or the state of business, find the story and emotion. It’s there somewhere waiting for a writer to tease out meaning from the facts. Why should your audience care about whatever this is? Why does it matter? Write about that. You can weave in the data in between the stuff people care about.
Consider your audience.
What will move them? What will change their attitude, mindset, actions? What will sway their opinion, change their behavior, boost their morale? How can you shift your writing to reach them and achieve your client’s goal.
Have a goal.
You should know why you are sharing the information in the first place. Know why it is important to write, send, speak this message at this time. What is the intent? What do you or your organization hope to achieve by presenting this material? Focus on that. That is your through line and what you need to wrap everything else around. Without that, there is no purpose, and without purpose, there is no point.
Push your style.
Don’t get all flowery and call it good. No one wants purple prose, but you can and should stretch yourself beyond the obvious starting place and boring. Look at the possibilities. Go beyond what is given you to create something new and inspiring. Organizational writing is typically the equivalent of flip flops to a pair of Louboutin pumps. You can do better.
Focus on how you write.
One of the hallmarks of The West Wing is the writing. It is sharp, clear, and uses simple language to deliver big emotions in a straightforward manner. The stories are written mostly in parallel construction and at a pace that doesn’t allow for normal breathing for the actors. You don’t need big words to make your point, but you do need to raise the style with which you yield the commonplace. Step back and see where you could make changes to polish your writing.
Go wider.
The West Wing also pulls references from sources as wide as Euripides to Kant, Plato to Gilbert and Sullivan, James Joyce to Sartre, and many others. Draw broadly on other related subjects and the classics. This will help you add depth and texture to your subject. It also means broadening your knowledge base by going outside of your industry and comfort zone. Look for what works for your client and the audience. It may be adding in something unexpected. It may be leaning into specific vocabulary and jargon. It depends on the project, client, and audience.
Do your research.
Know your subject as well as you can. Don’t just take what someone gives you, even if that someone is a client or boss. Go beyond the handouts and notes to find ways to fill in the gaps and find the story. If the person who handed you a stack of notes knew how to find the story, they wouldn’t need you. But finding it means going deeper and wider than what is on your desk. A little bit of targeted research can make a project. Don’t be afraid to hit the stacks.
Notice good examples.
Pay attention to great writing, the type of writing that makes you feel. Keep a writer’s notebook or commonplace book of great writing examples to use as inspiration. Watch well-written shows and movies. Read great novels. While writing is the only way to become a better writer, paying attention will hone your ability to recognize quality when you see it. This is a helpful tool for your inner editor to have.
Use fiction techniques.
Copy fiction techniques in all forms of writing, even business writing, because all writing hinges on story. It is the most important way to communicate and connect with a reader or audience. Use hooks, emotional arcs, story elements, story logic, through lines, and structure to engage your audience. These elements all work no matter what you are writing, even catalog copy. If you question that, I suggest you watch Seinfeld episodes featuring the Peterman catalog.