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My Absurd Claim about Writing (3 of 3)

Piano hands

Do you prefer any particular music or silence while you write?

I find my productivity sometimes goes up when I’ve got the right music and the right cadence. Which phase I’m in determines what kind of music.

Sometimes I will just shut everything off and write in silence, but that’s unusual. I like music, and I think that in a lot of ways, I treat my writing as music.

My keyboard is not any different than the keyboard on a piano. I want to create an image in someone’s head that could be compared to the way music appears in people’s heads.

And when I think of the people who inspire me, it’s almost always musicians.

Now, I have my favorite writers, but musicians really inspire me because I think there’s something about music that I would like to be able to do, but create as a writer.

I don’t play any instruments, so I have to pretend like I play the keyboard.

Excerpt my Writers File interview with Kelton Reid.

Absurd claims one and two.

A Simple Way to Get People to Believe Your Big Claim

Open Pickle Jar-001

Another way to get people to buy into your claim is to explain the mechanism behind it.

For example, let’s say a fitness trainer makes the claim that in just 14 minutes a day customers can add muscle to every inch of their body.

Notice what is NOT suggested: that these will be particularly big muscles. The implication is, at the very least, customers can achieve a toned body.

That’s still a big claim, but the trainer can bring it into the realm of believability by explaining how this can happen.

In this case, let’s say the fitness program involves a chair. The value proposition can be summed up like this: a 14-minute chair routine that builds muscle on every inch of your body.

Notice, too, the trainer used several of the previous tips to accomplish this.

One, the claim is very specific about the amount of time it takes and the equipment necessary. In other words, it’s heavy with details.

In addition, as part of the live presentation the trainer could demonstrate with a video. All of these factors help sweep aside skepticism.

Finally, he could add a creative guarantee, and his close rates are sure to go up.

This article originally appeared as part of this Salesforce article (which I am told by a source close to the company is their most socially popular post). 

P.S. Want a daily, but small, dose of essential web writing advice? Then check out my new podcast Rough Draft.

Image source

What In the World Is Wrong with These Bloggers?

Andrew Sullivan

I’m about a month late to this party. Oh well. It’s still important to address.

On January 28, 2015, Andrew Sullivan announced his retirement from blogging. For those who don’t know, Andrew Sullivan is the grandfather of political blogging.

That’s probably an understatement. Okay, he invented political blogging.

A few days later Vox followed up with a report on what it meant that Sullivan had created a popular blog, but couldn’t figure out how to monetize it.

This seems to be the perennial challenge, doesn’t it? How do you make a living from a popular blog?

Klein said there were two reasons: scale and the erosion of voice. In his own words, “the bigger the business gets, the harder it is to retain the original voice.”

Can’t argue with that. His next statement is more revealing:

He was trying to make his blog — and its sizable audience — into a business. But blogging, for better or worse, is proving resistant to scale.”

As if it was an enigma. Like we haven’t solved this problem a hundred times over.

But not so fast.

Klein is careful to define his terms. Blogging is “the unedited voice of a person.” (That’s actually Dave Winer’s definition, Klein notes.) It’s transparent, off the cuff, random.

We all know bloggers like this whom we love. Unfortunately, some of them don’t know how to go from popularity to profitability. Which is a shame. But it’s really quite easy to fix. [Read more…]

Writing Improves Everything (Absurd Claim 2 of 3)

Window Wood

You are the hack who butchers your ideas. It’s okay. That’s true for everyone. We butcher our ideas when we commit them to paper or hit publish.

But it must be done.

Otherwise we freeze. And never write. We fear the botched performance. The corruption of sublime ideas once they hit the atmosphere.

Corruption, however, is essential to creation.

See, there are two modes to creation. First, there is the birth of the idea, which happens in your head. Second, you turn that idea into reality (hit publish), which usually confirms your suspicion: the idea wasn’t that great.

But here’s the thing.

Rough drafts will almost never reflect your original idea. A rough draft reflects sloppy thinking. And the older the writer you are the better you understand that principle.

See, rewriting — an arduous taskhelps you to think clearly. So the more you write not only the better writer you become — but the better your thoughts become, too.

In other words, as your writing improves so do your ideas. But that’s not all.

Writing Improves Everything

Over time the opinion of your ideas decreases. Which should encourage you.

Since your ideas are not as great as you think they are the damage done by publishing them is diminished. So, you publish frequently. And frequent publishing forces you to come up with new ideas faster.

Which means more opportunity to stumble across a truly great idea. Just like any numbers game.

Image source: Leon Ephraïm

Absurd claims one and three.

The Devil-May-Care Method to Finding the Perfect Article Opening

Collection - Sheldon

As a writer you should be curating ideas nonstop. That is the essential mindset for exceptional ideas. Your life should be one about observation. Your senses always on.

You should be running your hands over the texture of a strange wall. You should cock your ear to a heated conversation between two German chess players. You should be chewing your arugula and feta slowly, thinking about how and why they work so well together.

This also means you should go on a Netflix TV show binge. Watch ten of the best anti-war movies. You should attend live lectures, listen to podcasts about astronomy, subscribe to a free college course at Yale through iTunes, and watch documentaries.

Whatever your heart desires.

Over four years ago I watched a documentary called It Might Get Loud. There is a scene in which Jack White is talking to the younger Jack White. He tells him, “You must fight the guitar. And you must win.”

I totally knew I needed to use that. Somewhere. Somehow. So I tucked it away, until two years later, when it fit perfectly with the opening of this article.

That’s passive curation at its best. And it works whether you are looking for the perfect opening, metaphor, or conclusion. It works for headlines, blog post images, or warm-blooded verbs.

The mistake you want to avoid, however, is being passive and reactive. Which I’ll explain in the next blog post.

The Accidental Insight

Hunter S Thompson Gun Cycle

Something similar happened to me last year when I was working on a series for Google authorship. I had my dense whiteboard outline finished, but I needed a hook.

Some uncommon theme to tie all the articles together. That theme appeared in the character of gonzo journalist Hunter S. Thompson.

He would become the mascot of the series. Our ideal. Our standard. The shadow that swept across every paragraph.

And I stumbled upon this idea by following a rabbit trail that terminated on his entry in Wikipedia. I had no reason to read the article. But I was curious and bored.

Besides, I had a hunch.

It was a long entry, but Thompson is enough of a wild card to even make a Wiki entry entertaining. Fortunately I landed on what I was looking for in no time, a quote about obscurity.

I leaned away from laptop, looked at the ceiling, and smiled. “I found it. I can’t believe I found it.”

“As things stand now, I am going to be a writer. I’m not sure that I’m going to be a good one or even a self-supporting one, but until the dark thumb of fate presses me to the dust and says, ‘you are nothing,’ I will be a writer.” Hunter S. Thompson

It was an accidental insight, a discovery I couldn’t control, but nurtured by way of constant curation. As if that is what my entire life is all about. The sieve engaged every moment of my waking day.

In other words, nothing is sacred. Swallow the world around you like a renegade sink hole. You just never know where you might discover your next big idea.

You’ll Be Surprised to Learn the Source of Your Best Writing

Airplane Down-001

Ideas also emerge through interaction with the world.

Jeff Goins says the discipline of traveling to another country disrupts our comfort, educates us in other cultures, and can help us find new ways to solve old problems. That’s curation we can control. Then there are curation opportunities we can’t control.

Aleksandr I. Solzhenitsyn says of his time in Stalin’s corrective labor camps, “Bless you, prison!” An experience that nearly broke this man granted him a knowledge of how “a human being becomes good or evil.”

His years of forced imprisonment became fields ripe for harvest.

Own only what you can always carry with you: know languages, know countries, know people. Let your memory be your travel bag.” ― Aleksandr Solzhenitsyn

Chances are you’ll never rot for a decade in a gulag. And most of your experiences won’t kill you or anyone close to you. But if you’ve at least made it to your twenty-first birthday, as Flannery O’Connor was fond of saying, then you’ll have a lifetime of material.

Don’t be afraid of the world. Or the people or circumstances you can’t control. Odd as it seems now, that junk will one day become your creative cache.

The 5 Ingredients of a Great Marketing Story [Free Poster]

Story Header

More than a year ago, Sonia Simone wrote the defining piece on how to create a great marketing story.

The article summarizes what we believe at Copyblogger … and describes what we try to do with each article we write, podcast we record, and so on.

In honor of such a great article, Copyblogger Media designer Lauren Mancke and I thought it was high time we convert Sonia’s article into a sleek poster in the style of the outstanding storytellers from the era of silent films.

So, print it, pin it, but whatever you do … use it. Click here to download a PDF of the infographic, which is suitable for printing and hanging near your workspace when you need to see it most.

The Amazingly Simple Anatomy of a Meaningful Marketing Story [Infographic]

What’s your marketing story? How does your marketing story capture your audience’s attention? Why is it meaningful for your readers? Do you use these five elements or additional principles?

Share your thoughts. Brutal and all.

Can We Really Trust These Types of Techniques to Make Us Productive?

View City

Maybe it’s a control issue. I do not like the thought of being told to stop writing. I do not like being interrupted. Especially by a machine. And I’m not alone in this.

Most creative people will take your head off if you butt in while they are flowing. Man.

But that’s exactly what the Pomodoro technique does, a time management trick designed to boost your productivity.

The concept is simple: set a kitchen timer for 25 minutes and work until it rings. Then take a short break.

Eugene Schwartz swore by a similar method. He gunned for 33.33 minutes (not sure how he managed the .33 part given he wasn’t using a digital clock — I guess he eyeballed it).

During those 33 plus minutes he could do anything he wanted: stare out the window, drink coffee, drool on his wrist, or write the ad.

The hitch? He couldn’t leave his seat for nothing.

The hope was he’d get so bored he’d just write. And soon enough that’s what would happen.

This burst of focus time is getting longer

Julia Gifford and her crew studied the habits of the most effective people and spotted what they thought was the productivity sweet spot: fifty-two minutes on, and seventeen minutes off.

The headline says it all: “The Rule of 52 and 17: It’s Random But It Ups Your Productivity.” The article, however, focuses less on the 52 and more on the 17. It’s the breaks she emphasizes that make us more productive.

I’m down with that.

And the fifty-two minutes sounds more like my style, but still, don’t interrupt me. Let me keep pushing and pushing until the end of that article. It could be my first draft or my thirtieth revision.

Sometimes it’s a straight four-and-a-half hours on, and an hour off. Yes, sans bathroom break.

Why? Resumption lag: “the time that is needed to collect one’s thoughts and restart a task once the interruption is over,” as studied by Erik M. Altmann from the Department of Psychology at Michigan State University and J. Gregory Trafton with the Naval Research Laboratory.

And if it takes roughly sixteen minutes to resume work, then under the Pomodoro regime you’ve only got nine minutes of focused time. Under the Schwartz scheme you have a little longer, say seventeen minutes. And much longer if you follow the average from Gifford’s study.

The point of this post is two-fold, though. One, find a rhythm that fits your disposition. And two, focus for long periods of time. See if you’re not a more efficient writer in the end.

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Here’s How to Force Your Best Writing

Bend in the Road

Some times I wish I’d not published a certain article on my site (or a guest blog) so I can publish it on Copyblogger.

While I’ll reach the largest audience there, the wait list is long, meaning I’d be sitting on more ideas than I’m comfortable with.

The conclusion I’ve come to is this: that that content is out there is a good thing. It is territory I’ve already covered.

I covered it out of necessity. The schedule demanded it and the audience needed it.

Now, I can move onto something else. A new challenge: how to write something without repeating myself. How to repackage an old idea so it seems new.

One of my greatest fears (outside of obscurity) is going stale.

Publishing what I write on a regular basis forces me to stay fresh. To limit over thinking and encourage more writing. It forces me to come up with new ideas.

And even if I don’t always succeed, I’m still practicing.

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