Writing that Works – Great Advice for Bloggers

Here are a few notes I took while reading Writing That Works, by Kenneth Roman and Joel Raphaelson. This book, written for business writers, and once recommended by famed ad exec David Ogeily to all his employees, also has some great advice for bloggers.

What to do before you start writing –  Put down first what you want the reader to do, next the three most important things the reader needs to understand to take that action, then start to write. When you’re done, ask yourself whether if you were the reader, would you take action on the basis of what is written.

A Paradox. Writing better does not mean writing more. It takes time to write well.

On length – Short sentences and short paragraphs are easier to read than long ones. And easier to understand.

Beginnings & Endings are important – Start with that single point you want your audience to take away. Conclude with a memorable way for them to do so.

Fact vs Opinion – Never leave your reader in doubt as to what is opinion and what is fact.

Finally –  The only way some people know you is through your writing. Your writing IS you.

The book has much, much more, including tips for writing and handling email, memos and letters. It’s very concise, a quick read, and would make a great graduation gift. A nice companion to my all time favorite writing book, On Writing Well by William Zinnser.
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More great advice on writing from David Ogilvy.