Writing requires specificity, does not contemplate laziness. Against lazy, weak and empty writing, advice for your corporate texts
Writing requires specificity, does not contemplate laziness. Advice for your corporate texts.
* by Valentina Falcinelli
An innovative product. A 360-degree service. A flexible solution. A highly specialized company. A wide range of services. High problem solving skills. Have you already read such phrases? Let me guess … Uhm … Yes? Who knows why I imagined it.
Writing does not contemplate laziness.
Who writes such messages (see innovative product and nice company) lazy. And if lazy and professional, he is a copywriter, he should change his job; if he is lazy and by profession he does not deal with writing, he should continue to fill his role. Simple. I repeat: writing does not contemplate laziness, and forms like those with which I opened the article are lazy. They are weak. They are empty.
Pigrate because they do not rise from the slime of mediocrit.Deboli because they do not communicate advantages, characteristics, personalities. Vacuum because they lack any value.
You must write? Be specific.
Writing requires specificity.
Saying innovative means everything and nothing. Innovative compared to what? Even a camping stove can be innovative if you compare it to a match. Matching the 360 to a service does not help communicate uniqueness. On the contrary: now all companies claim to have 360 services, ignoring the fact that the reward element is specialization in something. The solutions are more or less all flexible. We have flexible installments, flexible insurance. We also have flexible schedules … And companies? Well, companies are all highly specialized. Oh God, there is also a lowly specialized company, of course … Scherzo!
When we approach writing, when we need to process a message, whatever its nature, our brain tends to do one thing: save energy. What does it mean? It means that the first, very first idea that will come to mind will be the most banal, inflated, empty. What our brains do to save energy will not be to create something new, but to start from something known. Basically, we will immediately start with the opening of the cliché drawers and of the cut and withered forms. Exactly like the ones I told you about earlier.
The banality can be seen right from the start.
Think, for example, of incipits: the attack of a text, as well as its title, perhaps the most important part because it immediately creates a relationship with the reader. Or rather, he should create a relationship with the reader. An insipid incipit, which uses clichés and banal phrases, certainly not a good start. Literally. Just to give you an example, think of incipits like: Christmas (or the end of schools, or Easter, or Valentine's Day or any other holiday) around the corner. How many times have you read something like that? A thousand million, I know. And now you know that an attack like this no longer relies on you and does not arouse any curiosity. A beginning so fruit of inertia. It comes from a simple extraction: that of an ordinary phrase from the mental drawer of the extra-used sentences. What you should do when you have to write something never stop, and never repeat, the first idea. Hemingway, in his typical and colorful language, said: The first draft of anything shit. Don't stop at the first draft and don't stop at the first sentence that the brain, lazy by nature, will make you write; go further, squeeze your brains, replace every empty and abstract form with a full and concrete one.
My advice to start working consciously on the effectiveness of your texts is this: be specific. Always.
Qwhen a lazy formula, weak and empty eye, comes to mind! stopped. Use your head, don't let yourself be seduced by the mediocrit slime.
Your lyrics deserve to shine, not to get bogged down.
*Valentina Falcinelli: creative director of the public sector, an agency specializing in copywriting and content marketing, Valentina is involved in writing in all ways. Training included. Work with small and large brands to help them find their personality with words. Di s says: I can write without looking at the keyboard, but I can't look at the keyboard without writing.