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Ghostwriting
Good
Writing
Flows
Clutter
drowns messages. Get rid of it. Thus, this newsletter’s title offers a twist on
the old saying, “a way with words.”
Think
of a message as a river of thought, flowing smoothly and strong. Your message
should flow, but all too often it doesn’t because useless words clog it up.
Removing
clutter uncovers the true message. Then you can better see other problems.
Choppy? No focus? Rambles? Repetitive? Key omissions? No theme? Boring?
Difficult to understand?
Try
this. Execute a word count and try to cut it 33 percent. Once you see the words
that convey color, action, and substance. Choose words that echo the headline’s
theme, words that work together. Strive for rhythm. Vary sentence length. The
goal? A read that sweeps your reader along from start to finish.
Here’s
another clutter tip. Avoid overusing the same word. That annoys readers.
Emphasize a point too much and it becomes distracting.
Get
rid of clutter, strengthen your message, and it’s up, up and away with words
that make your and your reader’s task easier.
In
writing, less is always more.
Think
Visually, Write Naturally
I
broke into writing as a scriptwriter for natural history films. I learned to
think visually and to write for the ear. I learned, too, that nature proves
great metaphors for communications.
Searching
for a strong hook? Think wild. A client wanted an ad that communicated change
and introduced a new service provider in the Carolinas. After reviewing options
I provided, the client chose a metaphor that conveyed growth and freshness:
baskets of peaches. Body copy using “cultivate,” “growth,” and “potential”
worked with the photo and headline to get the job done.
Everyone
is hopping on the “green” bandwagon. Try a natural metaphor and you’ll sound
green without trying.
