In an effort to grow my copywriting skills, I took Ian Lurie’s LinkedIn Learning course “Learning to Write Marketing Copy.” He broke copywriting down into four easy steps: create a plan, free write, write your first draft, and polish your writing. While the course focused specifically on writing marketing copy, I’ve been able to apply his method to fiction writing, blog writing, and even journalism.
This week, I’d like to focus on his second and third steps.
Freewriting is a great idea to develop ideas for your writing project. Whether you’re working on a short story, a novel, or a blog post, jotting down ideas through freewriting will help “free” up your mind and flesh out your ideas.
Lurie suggests setting a timer for 5-10 minutes and allowing yourself to write without thinking about spelling or grammar. Just write down everything that comes to mind about your topic, even if you end up going down some rabbit trails. Don’t stop writing until the timer is up!
When the buzzer finally rings, stop and step away from your computer or paper for a few minutes before you review your writing. Then, highlight any new ideas that may have sprouted during your freewriting time.
I apply this to my own work, especially larger projects. A lot of my work is quick (i.e., emails, banner ads, social media ads, etc.), but I have several large pieces per month that require quite a bit of cognitive effort on my part.
Freewriting is a great way for me to get some ideas out on paper, especially if I’m not sure which direction I want to take the piece.
Writing Your First Draft
Writing your first draft is always the hardest part of starting a new project. Depending on the length of the piece, you may want to break it down into manageable steps for yourself. For example, if you’re working on a novel, take it chapter by chapter or scene by scene. Once you have a goal in mind for what you want to write, set a timer for 45-90 minutes and begin writing!
Writing your first draft is a little different than freewriting because you need to allow your goal to guide your writing. Keep your goal, writing style, and the type of piece in mind. Keeping the type of piece in mind just means that you need to remember the context. If you’re writing a novel, ask yourself: Where does this chapter or scene fit into the rest of my story?
When writing your first draft, Lurie suggests leaving the introduction and heading for last. This just gives you the opportunity to develop your ideas before you introduce or conclude them. I often leave headers and subject lines on emails for last, and I often wait until I’m done writing body text before writing salutations in letters or direct mail pieces. Having all of the other copy written first gives me a good idea of how to introduce it.
When the timer is up, Lurie suggests stretching for a few minutes, smiling at your accomplishment, and then polishing your writing, which we will discuss on Jan. 2!
Emily Babbitt is a promotional writer for Liberty University Marketing. She lives in Central Virginia with her husband. Learn more about Emily here.
I graduated in May of 2019 with a Bachelor of Science in Journalism and immediately transitioned into a career in marketing. I’m still learning the ropes of copywriting, but many of the principles I learned in journalism school apply to both copywriting and creative writing. I’d love to share some of those things with you.
One of the first skills I learned in journalism school was how to conduct interviews. In class, my professor had us practice interviewing each other before she sent us to the nearby computer lab to talk to other students — to strangers.
Approaching unsuspecting, and potentially unwilling, strangers was terrifying at first, but over time, the action became easier. By my sophomore year, I was excited to interview strangers.
I’m glad I learned to talk to people and ask good questions early on in my education because so much of the program was based on that discipline. Without interviewing skills, many of my news stories would have been lackluster because people are the heart of a story.
My senior year, I wrote a news story about Main Street Lynchburg, Va., receiving new water lines and electrical systems — not the most interesting story in the world.
But when I added quotes from a quirky barista known as “Coco” and an elderly camera shop owner who thinks the project is “experimenting with other people’s livelihoods,” the story took on a new dimension.
Whether you’re writing a newspaper article or a work of fiction, talking to others will breathe life into your story.
Simplicity is the Key to Good Writing
Most news is written at an eighth-grade reading level. Journalists intentionally write at a lower reading level so news can be accessible to readers. When writing, journalists use simple sentences and words to get their points across.
Similarly, in copywriting, we use plain English. When writing to a diverse audience, it is best to write plainly and simply because your readers may have different levels of education. (Am I the only one who read magazine ads as a kid?)
While fiction writers have a more specific audience, I still believe simple writing is the best writing because it doesn’t distract the reader from the story.
Transitions are Hard
Copies of the Liberty Champion displayed on my dorm room wall circa 2017
Both transitions in writing and transitions in life are difficult.
Traditionally, journalists had to write as simple and short as possible to fit their stories into just a few column inches of the paper. That doesn’t matter as much now with the internet being the primary vehicle for news, but there still isn’t much room for transitions in journalistic writing.
Academic writing is different than journalistic writing. It’s fluffier and lengthier and more formulaic. Every paragraph is supposed to be bookended with an introduction and a conclusion, and every section is bookended with introductory and conclusive paragraphs. And on it goes.
Journalistic writing doesn’t have the time for paragraphs dedicated solely to transitioning from one thought to the next, so I learned snappy words to transition quickly from one subject to the next without giving my readers whiplash.
Similarly, I learned that transitions in life are difficult. (See how I used the word “similarly” to transition my thoughts?)
Transitioning from being a high school student with an interest in creative writing to a journalism student dedicated to fact-based writing was difficult. At first, I felt like my creativity was being stifled because of the blandness of journalism compared to the freedom of creative writing.
But as my education progressed, the blandness transformed into a challenge, and I learned to write true stories creatively.
Again, I’m going through a transition from a journalism student to a copywriting professional. My creativity often runs dry because the copy I write is predetermined by my clients. I don’t get to choose my projects or conduct the research myself — it’s all provided.
Yet I’m learning to incorporate creativity into direct mail pieces and monthly offer emails. And I’m beginning to realize that creativity is not unrestrained. It’s a tool I can apply to everything I write, whether it is client-provided content or a short story from my heart.
Writing is Easy. Editing is Hard.
I never had a hard time sitting down to write my first draft. After completing my research, transcribing my interviews, and framing an outline, the first draft flowed onto the page in a few minutes.
Going back and editing is the hard part. Now, I don’t mean checking for grammatical errors. I mean cutting out unnecessary words and sentences, rearranging the flow of the story, and sometimes going back to the drawing board.
Usually, my first drafts ran long — around 1,200 words. At my college newspaper, we had a limit of 750 words per article so everything would fit into our 16-page paper.
That meant I had to cut out about 450 words every week. That’s a big chunk of text (and work)!
The hard part of editing my own writing is admitting to myself that the first draft isn’t perfect. Over time I learned that a first draft isn’t supposed to be perfect!
Once I accept that my writing isn’t perfect the first time around, I can usually effectively cut out a few hundred words. Before submitting my work, I wait a day and reread the piece with “fresh eyes.”
Don’t Waste your Mistakes
You’re going to make mistakes at some point in your writing career, and that’s okay. Whether it’s misspelling a name or overlooking a grammatical error, know that you can learn from your mistakes.
During my time with the school’s newspaper, I made my fair share of mistakes. So I kept a document of my common mistakes on my computer. That way, I could refer back to it when writing my stories.
I also worked as a copy editor for the school’s newspaper for two years, and during that time, I made some embarrassing mistakes (like overlooking a misspelling on the front page). Making a checklist of things to look for when reviewing your work (or others’ work) is a great way to cut down on mistakes and improve your writing and editing skills.
What have you learned on your writing journey? I’d love to hear about the lessons you’ve learned in the comments below!
Photo by Jim Smith
EmilyBabbitt is a promotional writer for Liberty University Marketing and specializes in residential undergraduate enrollment. She has done extensive research on Generation Z and has written for school-aged audiences in her work as a promotional writer and through contract work with Growing Leaders, Inc. In her spare time, she enjoys spending time with her husband, taking photos, and cooking. You can learn more about her work by visiting her website, EmilyMarlene.com, or connecting with her on LinkedIn.
Emily will be blogging for Write2Ignite on the first Thursday of every month. Her next post will be published on Nov. 7.