Writing For Online Audiences? Say More. Write Less.

It’s a humbling experience to realize that while you enjoy writing, did well in school and aren’t afraid of expository essays – it’s a whole other world when writing for the web. Social media, email newsletters, company blog posts…these should be considered channels to produce “copy” – not tomes.

Compelling copy is written economically.

Less is more, no matter how long the supporting body copy should be. Twitter imposes a 140 character limit….but Facebook doesn’t. Neither does email. Long-winded social media posts and emails bore readers; too much copy that takes too long to get to the point sacrifices attention – and ultimately sales.

Consider theSkimm, an email newsletter that raised $6.3M in Series A funding this past December. It recaps top news stories, pared-down into informal, easy-to-digest snippets. Created by two former NBC News producers, theSkimm excels at explaining why those top stories are considered important. This layer of meta-value is created thanks to an appreciation by the editors for their audience’s time and intelligence: busy professionals who want to know not just what’s happening in the world, but why it matters.

Another example of the value of sharp content is Blinkist, an app that summarizes nonfiction books into 250 words or less chapters, including a Final Summary chapter. Their tagline is “A smarter you in 15 minutes”. Brilliant. For free, you get access to one pre-selected book a day. I recently upgraded to receive unlimited “Blinks” for less than $40 per year. Classics like 7 Habits of Highly Effective People, Emotional Intelligence and Getting Things Done are broken down and digested in a way that feels intravenous.

This trend is also part of what makes Medium so compelling as a blog publishing platform; each post has a “read time” next to the title, allowing the reader to mentally prepare before making any investment of attention or time.

Read time on Medium

Image of a “5-min read” article by Medium author @amarchenkova

theSkimm, Blinkist and Medium are examples of how to make online content compelling. They’re both modeled on providing “hooks” – a reader gets a taste of something he or she can then decide to further investigate. theSkimm links to original sources; I’m waiting for Blinkist to offer integration with Amazon’s “Wish List” if not a direct link to the book’s product page.

Brands interested in grabbing and retaining attention need to say less.

Which requires smarter writing. Which involves more thought. To understand the target audience. What’s the value of the content. How to communicate smartly and effectively.

For more on writing crisp, concise copy for the web, Copyblogger is a great resource on the topic. Pair with “Hey Whipple Squeeze This” by Luke Sullivan, a guidebook on creating effective ad copy. You could even read it in 13min on Blinkist. 😉

Embracing The Process v. The Product of Creative Expression

3 min read

One of the hardest parts of working for yourself is managing your time. Especially if you’re in the business of helping to manage web content that is goal-oriented and likely to produce positive results.

Pitching work as packaged deliverables with deadlines is a skill. It requires organization, foresight, planning, experience and discipline. You’ve got to communicate the deliverables and the deadlines clearly, and ensure you meet them. If the project involves other team members, this also includes follow ups and budgeting for the kind of “stuff” that “happens” and slows projects down. Toss on top of that things like staying on top of industry news, learning new tools to improve your work, networking, sales calls. Prioritizing and reprioritizing. Maintaining your online presence. Updating your portfolio with new work.

Creating work to pay the bills

To produce impactful digital content takes time. It takes thought and planning. Research and analysis. Creativity is the key ingredient and good creative requires direction, purpose or constraints. Creative briefs are great for this, but you may be the one responsible for creating those as well, depending on project resources.

Self-imposed structure is hard to enforce. You’ve got to stick to the schedule you created. Be realistic about commitments. Communicate with clients and friends in a purposeful yet positive manner.

Creating work for personal expression

When getting paid to produce creative work, it’s often necessary to separate your ego from the work to move projects along. But it leaves you feeling in need of a creative outlet elsewhere – and who has time for that? If you’re going to invest on creating something it better be worth it, because time is money…right? As a self-employed creative, making time for personal creative expression can feel like an irresponsible squandering of your most valuable resource.

Solution: Process v. Product

Show Your Work” is a practical approach by Austin Kleon for putting creative work out there – which in today’s world means putting it online. Sharing influences, inspiration, rough sketches, etc. It’s about embracing the “process” as part of the work.

Show Your Work, Austin Kleon

“The only way to find your voice is to use it,” says Kleon.

The same advice is found in “The Artist’s Way” by Julia Cameron – the Bible of unleashing creativity and transforming potential into practice. Cameron says to enhance the quality of the work once must first increase the quantity. To create better work – you’ve got to create more of it. Kleon’s book focuses on placing one’s work into the public domain. This sets a process in motion, as you’re more likely to get discovered by those who share your interests, which can inspire more work.

So, starting today I’m taking this advice to heart by implementing a routine in which I sit down and write for 25 minutes, first thing in the morning, every day of the week. Even before I take my dog out. (She values creative expression, and is a creature of habit so I’m confident if I stick to this routine she’ll get used to Mommy sitting at the desk for a bit before we go downstairs. I think she’d agree that Mommy needs to find her voice on this damn blog once and for all.)

Day 1: Check!

#showyourwork