Writing as a process
content, effective communication, web copy, writing August 30th, 2007
Journalist Chip Scanlan says, “Good writing may be magical, but it’s not magic. It is the by-product of a rational series of decisions and actions.” He says writing requires a process of reporting, focusing, organizing, drafting and rewriting information into clear and lively prose.
While Scanlan was speaking specifically of newswriting, his advice also applies to writing interactive and marcom copy.
Good copy starts with an idea that is shaped into a “story” that answers who, what, when, where, why and how. Writers such as myself take the background information from our clients, the learnings we have around the product or service, and anything else we can dig up, and focus the copy on the most important point(s), organizing it in a way that makes sense. With the first draft done, we rewrite it again and again (and sometimes again and again), self-editing and often re-focusing and re-organizing along the way.
A writer of any kind has the responsibility to uncover the story and tell it in a way that captivates an audience, leaving a lasting impression. Does your copy do that? If not, check out my web site for more on when a professional writer can help.
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