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Everybody keeps saying people don’t read anymore.
I don’t think that’s true.
I think people are exhausted by writing that sounds like it was made to survive an algorithm instead of say something real.
People still stop for honesty.
People still stop for voice.
People still stop for stories that feel lived-in.
That’s the kind of writing I’m trying to make:
cinematic essays, hip-hop storytelling, cultural commentary, and scripts that sound human.
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I wanted to play with a simple idea:
Write less. Say more.
So I experimented to build a little lettering system where each letter is missing a piece but hopefully, your brain fills in the gaps anyway.
Because good communication doesn't always need everything spelled out.
And, as a copywriter, I feel slightly obligated to believe that. :)
This looks like the from the movie Arrival👀
On the Principles of Good Writing
Have you ever wondered what makes writing good or bad? Maybe you are a perfectionist who strives to deliver only excellent work.
However, the problem of defining what good writing is has been raised by authors and readers for centuries.
Some may say that writing is subjective, and, hence, there isn't a good or bad way of writing. Yet, some pieces attract the crowds while others get ignored.
The same can be said about copywriting. Make certain word choices and place the words in a certain order, and you can see how people will be delighted to read what you have to say and even take the required action.
More than one century ago, a university professor from the USA wrote a short book that has been defining good writing at least in the English-speaking world.
In 1920, Professor Strunk published The Elements of Style, a very short book on the main principles that govern good writing.
For example, some of the principles that I always follow when I write blog posts and pieces of copy are the following:
- Always omit needless words: after finishing a draft, I always look to cut as many words as possible. This way, the reader can read the text clearly.
- Keep related words together: this separates professional writers from amateurs. A good writer has a strong grasp of the language's syntax. You need to know where to place the words so that you don't create confusion.
- Use parallel constructions: It seems that the human mind loves order. The way you achieve order in a piece of writing is through parallel construction at both the phrase and the sentence level.
These are three principles that define good writing. Have you read The Elements of Style? If so, how did it help you as a writer? Which rules did you find to be the most helpful?
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