Welcome to another Monday. Here are a few things I’d like to share from The Editor’s Desk.
Using grammatical metaphors to say more with less
I’m a fan of being efficient with writing. Keep your writing tight (unless you get paid by the word). Vinh To for The Conversation published a post on using grammatical metaphors to say more with less. Grammatical metaphors involve expressing one type of grammatical form (e.g., verbs) in another form (e.g., nouns). Nominalization involves turning verbs, adverbs, and other grammatical forms into nouns. It offers a number of key benefits, including:
- Shortening sentences.
- Clearly showing how one thing causes another
- Connecting ideas and structuring text
- Formalizing the tone of your writing
Here is one example of using nominalization to shorten text:
- Before: When humans cut down forests, land becomes exposed and is easily washed away by heavy rain.
- After: Deforestation causes soil erosion.
Creating an antilibrary
I enjoy buying and eventually reading books. I keep all the books I’ve read in a library, and what I haven’t read yet is organized in piles next to my bed – I can’t yet bear shelving books I haven’t read yet. However, there is a lot to be said about doing just that. Anne-Laure Le Cunff at Ness Labs wrote an article about building an antilibrary, which is a collection of unread books. It’s not a new concept, as many learned people have built antilibraries over the years. The goal is often to collect books on topics you want to learn about, and having those books at the ready will make it easier to do so. Some might argue that the Internet contains all known information, but there is something to be said about being able to reach out and actually read a book on something you want to learn about.
If you’re a freelance writer, consider accumulating an antilibrary of books on writing, marketing, and topics in your niche. When you want to do research or get a different perspective on writing, you can just reach out for one of your unread books.
Quote: When an author mentions another book, check the exact reference and make a note of it. By doing so, you will have a list of all the relevant sources for a book when you are done reading it. Then, research this constellation of books. It is unlikely all the sources on the list will seem interesting to you. Sometimes, only a short passage of the source was relevant to the book you just read. But other times, you will discover a book that genuinely piques your curiosity. Add this book to your antilibrary.
Extracting content from subject matter experts
Have you ever interviewed a subject matter expert who is not the greatest at sharing their knowledge with you in a way that makes sense? For various reasons, it can be difficult to do so. I know I’ve been challenged to get answers out of experts when deadlines are looming. Mindy Zissman at MarketingProfs wrote an article about six ways to extract content from subject matter experts. Her tips include:
- Booking an Abstract Day (a scheduled date and time to ask questions and get content ideas)
- Reuse one of their presentations
- Jump on one of their scheduled client calls
- Do background research before talking to the expert
- Ask the expert to record their answers
- Do a writing workshop lunch and learn
Creating a landing page
There is a lot of information on landing pages to be found online. For those who don’t know, a landing page is a page on your website (or on its own) where you offer something interesting and valuable (e.g., white paper, ebook, newsletter) to visitors in exchange for their email address. CJ Chilvers wrote an interesting post on lessons learned about writing landing pages, which are described briefly below:
- Remember the basics of what the landing page is about
- Focus on benefits over features
- Think in 5 second intervals of what is being read
- Focus on one action you want from the visitor
- Everything is a trade-off – something you add / leave out will drive visitors away
- Every page on your website is a landing page
- Focus on customers first
- Test everything
- Be diplomatic with other members of your team
Creating a marketing plan for your small business
A marketing plan will help you to know more about your customers and how to reach them so they business with you. Matt Gladstone at Flocksy wrote a great article on marketing plan tips for small businesses. He suggested the following five steps for creating your own marketing plan:
- Create and focus on your goals and objectives
- Define your target audience
- Do your research
- Effectively and efficiently execute your plan
- Plan a timeline and budget
Check out my blog posts on creating a marketing plan:
- How to create a simple and consistent marketing plan
- Three steps and 10 ideas for creating a mini-marketing plan
Thoughts on writing
Good ideas are easy to write, bad ideas are hard. Difficulty is a quality signal, and writer’s block usually indicates more about your ideas than your writing.
What I wrote
Here’s an article I wrote for Digital Privacy News: Saskatchewan Law Against Domestic Violence Raises Privacy Concerns.
What I read
Here’s a great quote I read from Barbara Tuchman (source: The Book, Bulletin of the American Academy of Arts and Sciences, Vol. 34, No. 2 (Nov. 1980)) on the power of books:
“Books are the carriers of civilization. Without books, history is silent, literature dumb, science crippled, thought and speculation at a standstill. Without books, the development of civilization would have been impossible. They are engines of change (as the poet said), windows on the world and lighthouses erected in the sea of time. They are companions, teachers, magicians, bankers of the treasures of the mind. Books are humanity in print.”
What I watched
I’ve just finished watching the first season of Neil Gaiman’s American Gods. I read the book (and recommend it) many years ago, so I was pleasantly surprised by how much I did not remember about the story. I was able to enjoy it with fresh eyes, and I’m looking forward to watching season 2. And with season 3 here, I can catch up and watch it in “real time” instead of binging.
What I listened to
Thanks for reading. If you liked what I wrote or think someone else would enjoy it, then please share it. And if you want to reach out, my email is firstname.lastname@example.org.