There are some topics that are easy to write about, the words flow naturally, provide depth and result in compelling content. And then there are other topics that present more of a challenge and the interesting aspects are harder to extract.
So just how do you extract those gems that will make the difference between a stellar press release, memo, email or blog post and a snoozer? I came across an article on Ragan’s written by Alan Pearcy that provided some helpful guidance, “How to write riveting copy about any topic—even a job ad.” He provides tips that can spice up even the most mundane topics.
Consider the following:
- Dig deeper. Topics that appear dry might require a little more leg work, but if you dig around, you will be able to uncover a hook that will draw in readers. Alan uses an example from his “Job of the Day” feature where he wrote a job ad for “Cooking with Paula Deen.” This typically does not sound that exciting, but Alan hooked readers by writing the job description as a recipe, tapping into Paula’s roots. When I was working as a reporter, I put together a story about rising heroin use. To tell a more compelling story, I did some digging and connected with a recovered heroin user to help illustrate the dangers.
- Be funny. This is a tip that can be done well in the right dose. Make sure not to go overboard. Humor is a good tool to capture and entertain an audience, but it can also be a turn off and lose credibility if you overdo it or use it inappropriately. I will never forget when I graduated college and researched jobs in journalism. I came across a job ad written by a news director that was witty, honest and different, and I immediately applied. It drew me in and made me want to work for that company. The job was in a part of the country I would never have considered applying, but because of the way it was written, I was sold. Words have the power to sway decisions.
- Read more. Have you heard the saying, “the more you read, the more you’ll know?” By reading articles or books on unrelated topics you’ll be able to draw connections that you might not have made. For example, if you are writing a pitch where you are trying to illustrate something, analogies or famous quotes can be helpful. A pitch about a charitable partnership could open with this analogy, “Life is like a coin. You can spend it anyway you wish, but you can only spend it once.”
- Open a thesaurus. A thesaurus is a great tool for expanding your vocabulary. It helps you avoid using repetitive words and makes for a more creative read. However, use it in moderation and don’t use words or phrases that no one will understand as this can dissuade your audience from continuing to read.
- Use a provocative subject line. When sending an email pitch or memo, the key to getting your email read is the subject line. For more information on this tip read our previous post on “Subject Lines That Are Sexy.”
It’s likely there are still topics that might require additional steps to craft “riveting” copy. We aren’t suggesting that you spend hours researching humorous tidbits or famous quotes for every company email, but if you want your writing to be read and received well, adding a little creativity can be helpful.