web writing

Writing as it pertains to web development

How to Effectively XXXX in Your Writing

Posted on by Tom Bentley

Photo by Andrea Piacquadio from Pexels

If you use Google Analytics to check out what queens and prime ministers (and bandit-eyed raccoons sniffing the trash) have visited your site, you can discover all manner of stats telling you who found your posts crunchy or crappy, how much time they spent musing over your genius, and if they come back often because you give out free drinks at happy hour.

When you have Google’s tracking code on your site, they also bless you with an emailed monthly report that lets you know that the blog where you posted pictures of the Kardashians mud-wrestling got 1000x more views than the one where you did a mash-up—with you playing all instruments and doing all the voices—of “We Are The World” and “Never Gonna Give You Up.”  There is no accounting for taste.

There’s also no accounting for why a post of mine from 10 years ago regularly gets the most hits on my site. Now my site isn’t like Target when there’s a 3-for-1 sale on toilet paper: I don’t get all that many stampedes here. One issue is that I haven’t been blogging regularly, forgetting to remind people that I’m an avid typist who enjoys almost all the keys (though the circumflex is a bit much). I am going to write more often.

But I’m going to write less often about moaning in your writing. Or my writing. That 10-year-old graybeard of a post I mentioned was titled “How to Effectively Moan in Your Writing.” I didn’t put that as the headline of this post, because I didn’t want yet more queries like “how to write moaning,” and “how to type moans” and “how to describe moaning in writing” to appear as the top searches in my monthly Google tracking, as did last month’s (and the month before, and my goodness on and on). Many other intriguing moan-quest variants grace those reports as well.

Now that infamous post, which is here, probably left these searchers unsatisfied, because it was about my trying to write in a post-surgical murk. For all the thrill-seekers who for 10 years now have been desperately seeking a way to moan in their writing, here:

Uhhhh!
Ooohhhh!
Ahhhhh!
Uh-uh-ohhh!
Eeeehh!

For those alliterative songwriting types, why not try “Eee-eye-eee-eye-ohh”?

I suppose I could start some traffic building by writing posts with headlines like “How to Effectively Shriek When Your Dog Eats Your Wedding Ring in Your Writing,” but that would be pandering. For all those pornographers—er, creative writers—who have sought out my old moan post for clarity on these issues, forgive me. May your moans be answered elsewhere.

Though perhaps I could just put lines like “how to write moans” in every post, and I’d have them lining up at my electronic door. Though it would be more accurate in my case to have “how to moan while you’re writing,” because I do plenty of that.

And yeah, I could just change the subject line on that original post and be done with it, but then I’d be cutting out a colorful selection of my readership, who probably just look at the post and moan, because it’s not what they are looking for. But I do appreciate them stopping by.

Linkability

Here are a few of my recent articles, followed by some from other writers, mostly on the mental health front, and which have been helpful in these unhelpful times.

Scuba Volunteers Still There for Monterey Bay Aquarium Animals Amid COVID

The Monterey Bay Aquarium has a long history of dedicated volunteerism. The COVID crisis has closed it to the public since last March, but the multitude of animals still need care. See how the dive staff and volunteers keep the lights on. Published in February 2021 by Scuba Diving magazine.

Spirits Of French Lick: Tasting History In The Whiskey

Fascinating interview with an Indiana distiller who is a warehouse’s worth of information on distilling history and practices. For instance, he hunts out old yeasts from long-defunct distilleries to add punch to his whiskies. Published in February 2021 by the WhiskeyWash newsletter.

Trail Mix: San Juan Bautista hike and lunch — distanced but delightful

Goldurnit, traveling is tough these days—lucky there are some places nearby that still hold intrigue. My piece on a hike on a historic trail and lunch and street-hopping in the equally historic Mission town of San Juan Bautista. Published in January 2021 in the San Jose Mercury News.

Acid Rain Isn’t Always What You Think It Is

Woodstock it wasn’t. But they did drop LSD from the sky (with predictable results). My addle-brained account of an infamous 1970 Southern California “Christmas Happening” concert. Published by An Idea on Medium, January 2021.

Other People’s Posts

This 12-Second Trick Trains Your Brain to Be More Positive

“To do this, spend at least 12 seconds recalling a positive memory, image or relationship. Sit with it. Think about all the reasons your brain classifies this memory, image or relationship as something good. Continue to do this any time you feel stressed out or find yourself veering into negative territory. Over time, your brain will train itself to look on the bright side, rather than giving into the negativity of the moment.”

How to be lucky

“You might think of serendipity as passive luck that just happens to you, when actually it’s an active process of spotting and connecting the dots. It is about seeing bridges where others see gaps, and then taking initiative and action(s) to create smart luck.”

How to Create More Clarity in Your Life

“Clarity is a powerful sorting mechanism. It allows us to quickly dismiss that which is irrelevant or harmful.

It’s difficult to become addicted to your social feed when you’re clear about your intentions. It’s difficult to become overwhelmed by media and options when you’re clear about what you’re looking for.”

Stateless

“But there’s another way to approach this: you just do what’s in front of you right now, in the moment. If you’re creating art, you work with what’s in front of you on the canvas, in your heart and mind, and create the art right then. This doesn’t have to be about all art that came before it, and everything else you need to do. It’s just you and this canvas and paint, right now.”

Editors Will Pay for Articles that Play

Posted on by Tom Bentley

Me, in the outfit I wear when I write first paragraphs

This writing life is serious stuff, with its cold deadlines, its fusty grammar rules and its dense packagings of data. But readers in most corners are showing less of an appetite for data density, and more for the conversational, the playful, the light touch that can still deliver information, but deliver it with some sweet sprinkles on top. Editors seem to have more appetite for sprinkles these days.

Obviously, some publications—the Diagnostic and Statistical Manual of Mental Disorders comes to mind—don’t care much for sprinkles, and rightly so. But if you’re a freelancer like me, who writes for newspapers, magazines and online business publications, it’s heartening to know that editors are more enthusiastic than ever to accept pieces that weave in some humor with their copy threads.

To demonstrate that I’m not making this up, here are a few opening paragraphs from three pieces of mine for which some bewitched editor paid actual money. All establish a certain tone from the outset, and hopefully would make you want to read further.

5 High-Proof Truths That Whiskey Is the Key to a Better Life
There’s advice everywhere on how to be a better person. Meditate, be nice to children, pat puppies on the head, eat arugula. But those things are so superficial, and some are plain tedious. We have more practical advice: drink Whiskey.

Drinking Whiskey will make you a better person. And it’s much more fun than arugula. Here’s why:

 
That’s the beginning of a blog post for Flaviar, a spirits purveyor that writes about all things booze. Their style is irreverent and somewhat arch, which is fun to do. It gave me the chance to practice that writing trick of jab, jab, punch, with the setup lines and then the punch delivered in the last line of the first paragraph. This piece will come out on their blog sometime in the next couple of weeks.

Trail Mix: An Oahu Hike — Plus Margaritas
I can forgive you, if you’re on Oahu, all excited about taking a shoreline hike. You toss on the shorts, throw a small snack, some binoculars and sunblock into a backpack and — knowing that there are water bottles in the car — drive all the way up the westside toward Ka’ena Point where the road ends, and get out to begin your hike in the sizzling sun. And then you realize that one water bottle is empty and the other half-filled.
I can forgive you, because my girlfriend and I did just that.

 
This intro is a slight variant on the first trick, using the sustained second-person direct address to put the reader in the driver’s seat—and then pull the driver’s seat out from under the writer with the last line. This is from a short piece recently published in the San Jose Mercury News.

How to Properly Diagnose a Failed Email Campaign
As Mark Twain said after his latest marketing promotion, “The reports of the death of the email campaign are greatly exaggerated.” As any marketing maven knows, email lives, with a vengeance, and remains one of the biggest hammers in any marketer’s toolbox.

But as you know all too well, bad email promotions are death warmed over: email done wrong does your promos and your products a lethal turn.

 
This one has to take a more businesslike tack, since it was written for The Content Standard, an all-things-content-marketing publication. But still, anytime you can open a piece with a [fake] Mark Twain quote, you’re in good hands.

All of these writings establish a sportive, impish slant from the first lines, which works in the context of each piece. This isn’t writing for the ages, but it’s fun to do, and if someone will pay me for it, I’ll type it up.

If you can produce this kind of work without it seeming labored or too corny or shallow (and perhaps that’s how these ledes struck you), it could be a good approach to your freelance pieces. As I’ve said before, it’s often useful to pitch an editor with what you foresee as the actual first paragraph or two of a piece, so they can taste what they’d be getting.

Do any of you use this kind of breezy style in your work? (If you do, don’t pitch my editors—they’ll be on to you.)

Content Writer? Goodness No—I’m a Storyteller

Posted on by Tom Bentley
And then he came at me, but I hit him with my banjo and ...

And then he came at me, but I hit him with my banjo and …

Grasshopper, it’s an interesting time to be a writer. Journalists have fled (or been dismissed from) newsrooms in droves, and many of them have morphed into “content writers,” a phrase that doesn’t have the panache of “investigative reporter,” or “columnist” or even “scribe.”

Fifteen years ago, or maybe even ten, if you told most people you were a content writer, they’d have probably given you the same squinch-eyed expression supplied if you’d told them you were a tangerine. But now in many quarters the term gets a sage nod. Content writer, yes. Enterprising fellow.

When I was an undergrad (some time before the spoon was invented), I was on the staff of the college newspaper, for all four years. I envisioned the reporter’s life to be one of glitz and grit, and I wanted to be a glitzy-gritty one. Then, lacking today’s “choose yourself” perspective, two successive years of rejected applications at Berkeley’s journalism grad school managed to chasten my quest. But I did end up becoming a corporate editor, then a copywriter, then an editor, then a copywriter and then some conglomerations of the two. But I always kept a hand in journalism, writing freelance pieces (profiles, features, reviews) for newspapers and magazines.

Don’t Call Me No Damn Marketer
Circles, being the roundish things they are, curve things back yet again: now it’s hip for marketers to dub themselves “storytellers.” Telling stories, once the province of liars and impoverished fiction writers (bet you can’t cleave those two without a claw hammer) now has business-writing currency. Use your journalism skills to tell good stories with your content marketing, and you’ll get engaged. Whoops, I meant, get engagement. From your customers—who are now your peeps. Or something like that.

Now that I’ve trod back and forth over these words without a discernible direction, I’ll circle back: it’s an interesting time to be a writer, because sometimes you can get hired by companies to write materials whose content seems quite a stretch from their direct business interests. Companies want copy (that stuff, “content”) on their sites that pulls in readers, who after the reading might just check out the company’s goods. Take this example: I recently wrote a piece for an IT integration company on how bitters can complement the booze in a good cocktail.

Here’s another one of mine, again planted in the tech domain, written for a Forbes partner. The piece profiles a photographer who’s been doing good work for 40 years. The company wanted articles that demonstrated deep expertise in a subject, complementing—perhaps—the deep expertise they have in IT issues.

What, You Didn’t Know About Blue’s Secret Power?
Right now I’m doing a series of articles for a global company that supplies eyeglass lenses. Here, the articles are all slanted to the vision field, but still, the subjects—like “The Secret Power of the Color Blue” and “Children Should Play Outside for Eye Health”—can seem tangential. But behold the power of content writing—the wizard of Oz, known as G. Oogle, might just direct 30,000 drooling aficionados of the color blue to the site, and maybe some need glasses, to more clearly ogle their blue walls.

It isn’t journalism, and to this fiction writer it doesn’t quite seem storytelling. Also, the words “content marketing” have as much charm as a two-thirds full spittoon. But it’s still working with words, trying to weave them into something that beckons the imagination. Being a hired gun firing commercial bullets seems a fair hike from my gossamer proto-reporter’s dreams of decades ago, but still, it ain’t bad.

Guest Posting? Wipe Your Feet at Your Host’s Door Before Entering

Posted on by Tom Bentley
You're a Guest: Behave—But Be Interesting!

You’re a Guest: Behave—But Be Interesting!

Guest posting on well-trafficked sites can be an effective way for freelancers to drive awareness of their blog, their services or a product that the freelancer is hoping to give potential clients/customers a peek at. Many site owners are happy to host a relevant post from an outside writer because it can give the site’s writer a break from their posting routines, expand on topics that are still relevant to the site’s audience, but that might be out of the purview of the site owner, and can spark renewed engagement for the site.

Guest posters can also bring a portion of their existing audience to the host site, which also holds some appeal for the site owner. There are some obvious basics you need to pay attention to when you solicit a site owner for a guest post, prominent among them whether your post serves that site’s audience, whether it’s written in the site’s style, format and tone, and whether it expands or breaks new ground with the site’s mission and message.

Take a look at this Why You Suck at Guest Blogging (and What The Pros Do Differently) post on Jon Morrow’s helpful Smart Blogger site. The post goes over what makes a lousy and what makes a lively guest post, and also supplies a link list, vetted by topic, of sites that accept guest posts, those links going to site guidelines. This BBT post is over a year old, so not all of the linked sites may still be accepting guest posts, but a good many of them will still be active. Morrow’s site has a rich vein of info on guest blogging, which ties in well to his guest blogging courses.

Wither Guest Posting?
And why, you slyly ask, am I blithering on about guest posting? Oh, with motives so ulterior: I recently published my book on finding and cultivating your writing voice, Think Like a Writer: How to Write the Stories You See. Before I published, I contacted the owners of a number of sites about posting some adapted material from my book as a guest post. Most of the site owners were people I have had favorable contact with in the past, which at least gets your post in the door in the first place.

Some of the hosts were from sites I’d tweeted about regularly, because they offered great material for freelancers, or were people I’d written to directly about topics in their post or newsletters, or were from sites where I’d commented regularly, and was known to the host. It’s always great to have some personal connection with the site host to be considered for a post, though of course you still need to provide them with good material, and to follow the guidelines.

I did sent pitches out to several sites I was moderately familiar with, but at which I hadn’t developed the personal relationship described above. Those pitches were reviewed and graciously declined, for various reasons. And some of my closer contacts declined as well, again for various reasons, all of them legitimate. And two of my posts won’t go live for a while, because of the host site’s guest backlog.

Posting for the Long Tail
All that is no problem for me: I want to keep incrementally putting out word about my book, and guest posting is a helpful method, especially when I was able to use (with occasional modification) the direct material of my book. Below is the list of posts that are now active at various sites. The list includes places like LinkedIn and Medium, where I posted under my own accounts; obviously they aren’t vetted by a site host, but you shouldn’t post there either if you material isn’t up to snuff.

Check any of these out if the feeling strikes. There’s useful writing info in all, and it’s even amusing at times. As you might have guessed, I got the most sales from the highly trafficked Writer’s Digest post (seen in my Kindle Direct reports the day of and day after the post), but also some fair attention from the others, and increased traffic to my site in general. The Make a Living Writing post just went live, so we’ll see what happens there.

Try some guest posting where you might find a receptive audience—it’s a good exercise to stretch your writing, and could get you useful attention.

Making Some Rounds on the Web

Writer’s Digest

Don’t Muzzle (or Muffle) Your Writing Voice

Make a Living Writing

Why Super-Short Articles Can Build a Big Writing Career

Writing World

Pedal Your Bike to Pedal Your Mind

Writer Unboxed

A Writer’s Eyes Are Always Open

Medium

Here’s to the Oddballs
When the Writing Grind Seems to Shave the Soul

LinkedIn

How to Write After Midnight
Stick in Your Readers’ Heads: Use Words That Work
Typing with Another Writer’s Hands

Oohh, Pretty Ribbon! (And Other Ways the Web Makes Us Woozy)

Posted on by Tom Bentley

And these are just for ordering lunch

One morning this past week, I had a writing project open on my screen, while looking at a Twitter stream, and also listening (well, my ears took in noise) to a webinar, which was going to end on the hour, and be followed by another webinar. Oh, the humanity! Now the webinar material wasn’t just mindless prattle; it was sound information on building a bigger blogging audience, and the one that followed also offered insightful information on revising a novel. And I’d seen some great tweeted links to intriguing topical news and the amusing oddments of humanity in the tweeted flow.

But the whole of it, the tapestry of electronic screeching tires, colored balloons, half-cooked flotsam—I sensed that the inner nutrient levels were low. Trying to look more than two tweets ahead, I know this is unsustainable behavior, on a spiritual as well as logical level.

But just to add to the feeling of this cascade described above—the “is that a mouse running up my leg before I’m going to make an important speech while someone in the audience is having electroshock administered”—while I was webinaring and tweeting and reading and wobbling, I opened this email from Jonathan Fields. His post squints at this collected connectivity, and the accompanying potential of disconnect that can come from it.

The Sunday Picnic Basket of the Web

The Net indeed can seem like the largest Sunday picnic basket of all, with juicy treats shared among smiling friends and extended family, and perhaps I’m biting the keyboard that feeds me by saying “no mas, no mas,” but sheesh, I’m concerned that I’m turning into one of those mice that hits the lever to drop the cocaine, and the lever taps are happening more frequently.

There have been a few recently published studies that suggest (as Fields alludes to) that our heavy use of the Internet and its popcornings of this and now this, but this too! is reshaping our abilities to have deep, concentrated focus on a subject—indeed attenuating our abilities to focus at all.

Computer Narcosis, Internet Brain and Gosh, Where Did the Time Go?

As I commented on the Fields piece, I also fear potential neurological re-shapings, that perhaps will suppress the ability to absorb in any reflective way long-form information, in favor of the slot-machine, bells-lit flavor-packs of brain candy we can access all day long now. Undoubtedly some brains are more susceptible to this than others. Since I’ve peppered mine with enough bourbon so it has more divots than most public golf courses, I might have to be more wary than most. (And our War of Warcraft army recruits might be lost already, but we’ll need them to man the expanding air force of drones that will soon be used to both kill terrorists and to perhaps shoot the fingers off of people texting while driving.)

Me, after musing on the Fields post (at the very moment I was being buffeted by the cluster bombs of divided electronic attentions), I vowed to no longer do these data-crams. It might be the bourbon that’s trenched my memory, but it feels like I’m getting so little retained value anyway from all the podcasts, webinars, PDFs and tweets that concurrently flood my bloodshot eyeballs.

When I ask, does all this stuff, despite its twinkly appeal, make me any happier? Smarter? Better?

No.

The Net and its wonders have been an immeasurable boon to my work, but that horrible sucking sound of my soul draining away has to be listened to as well. Of course I’m still going to be there typing away, but not while opening the curtains on all sides to every passing circus. One thing at a time. Breathe. Balance. (And maybe just a bit more coffee.)

All the News That’s Fit to Squint At

Posted on by Tom Bentley

I have an ongoing battle with myself (damn, every time I get on top, I’m on the bottom too) about reading and listening to the daily news. It can be such a litany of woe and strife: so many deaths, so many injustices that I become inured to the actual screaming pain of it and instead numbly click on to the next article. The drive to drink more news swill is partially due to me wanting to be a journalist for so many years, and for thinking that if I stay current with global currents, I’ll know what’s happening.

But often, what’s happening is just as real under the radar, on the other side of the insistent NOW. Life works its odd ways in the road-not-taken nooks and crannies of not-news and not-hot-news. So, while I continue to battle with whether I’ll lap up the blood-soaked headlines of today, I also subscribe to a number of email newsletters, some of them writing-related, some not, that take a different perspective on what’s interesting and important. (Note: do not point out that reading yet more digests of information doesn’t really address the prescription that it might be time to wean oneself off the news entirely. Bah! Resolutions are for New Year’s.)

So, some offbeat compendiums of not-quite-news:

Next Draft
A daily digest of the provocative, the crazed and the head-scratching (and sometimes it does include top-of-the-news stories, though often from a different angle). The guy behind this, Dave Pell, usually has some wry or deadpan take on the articles he lists, before you click through to the madness.

Brain Pickings
Often centering around writers and literature, this is a weekly digest of the old, the new and the odd. Let them explain: “Brain Pickings is a human-powered discovery engine for interestingness, culling and curating cross-disciplinary curiosity-quenchers, and separating the signal from the noise to bring you things you didn’t know you were interested in until you are.”

Work in Progress
A weekly (though not always) newsletter from the Farrar, Strauss Giroux publishing company, it will often have oddments from the byways of literature and literary types, sometimes with snippets from interviews of famed authors long dead, or snipings from unruly authors quite alive. Some promo of their own publications here, but not obnoxious.

Shelf Awareness
And if you want to find out which of your favorite bookstores are closing this week, this newsletter’s for you. Well, that’s not all they do—from their About: Shelf Awareness publishes two newsletters, one for general readers and one for people in the book business.
Shelf Awareness: Enlightenment for Readers, our new newsletter, appears Tuesdays and Fridays and helps readers discover the 25 best books of the week, as chosen by our industry experts. We also have news about books and authors, author interviews and more.
Shelf Awareness: Daily Enlightenment for the Book Trade, which we’ve been publishing since June 2005, provides booksellers and librarians the information they need to sell and lend books. It appears every business day and is read by people throughout the book industry.

Writing on the Ether
And if you need to read about which publishing industry maven is trashing Amazon today (but it’s funny, really), you can do no better than to go to Jane Friedman’s fine blog and read the Thursday edition of Writing on the Ether. There’s more than just Amazon trashing going on, with all the publishing industry in a constant froth about pretty much everything. Porter Anderson surveys and curates sharp commentary from every whichaway.

Extry, Extry, Man and Dog Both Bite Reporter

And a bit of my own news: Men With Pens put up a post of mine about “Why I Write.” Go there and tell me why you write as well. Or why not.

And I was a finalist in the Gotham Writer’s Workshop 50-word monologue contest, which solicited 50-word monologues on growing up in the suburban 60s. Guilty. I won two tickets to a Broadway revival of “Who’s Afraid of Virginia Woolf,” which I would dearly love to attend, but it being on the Right Coast, I can’t. I’ll be finding some backbiting, caustic, alcoholic NY friends of mine to give them to instead.

Dictionaries: for Whom the (Electronic) Bell Tolls

Posted on by Tom Bentley

And you can also use it to bash rodents

For the past 30 years or so, I’ve kept a hardcover dictionary, usually a Merriam-Webster’s, near my bed. Reading in bed at night has long been one of my delicious pleasures, and because words themselves are the savory nuggets of that deliciousness, I’ve never found it tedious to pause in the narrative to look up an unfamiliar or unusually wrought word. Quite the opposite. True, sometimes throwing a rock under the wheels of your reading journey can be disruptive, but I’ve more often found that considering why an author might use a particular word helps me parse the narrative all the better, and thus roll more smoothly through it.

However, once you pick up a dictionary to sniff out one savory nugget, your word-stimulated appetite might hunt out all the more, so your reading attentions turn from the original story to that herd of words corralled by the alphabet. So, grabbing the weighty word-cage from the bedside table is less an annoyance than a pleasure. But I do wonder how much longer such a big box of words will come in that container: a couple of weeks ago, I read that MacMillan, one of the larger reference book publishers, would be printing its final physical edition this year, becoming instead an online reference source for language arts.

Death (or at least gone to the hot tub) of a salesperson

That’s not any kind of shock: the stalwart Merriam-Webster Collegiate at my bedside is published through Encyclopedia Britannica, which ceased the print edition—after 244 years of publication—of its 32-volume set in 2010, to concentrate on its digital assets. And the most venerable of the dictionary publishers, Oxford University Press, also dropped the curtain on the 126-year print publication of “the definitive record of the English language” in 2010. The third edition of the Oxford, which will be available exclusively online, won’t be release until around 2037, which tells you that cooking with words takes a sweet, slow simmer.

I’m sure if there are any surviving door-to-door salespeople who used to trundle the Britannica around, they would issue a world-weary, “It’s about time.” That’s probably just as well: According to a 2006 report by Northwestern University’s Kellogg School of Management, Britannica’s own market research showed that the typical encyclopedia owner opened the books just once or twice a year. They undoubtedly provided more of a touch of intellectual window dressing for many families.

Not to bury Webster, but to praise him (Er, it. Or them.)

However, this is no lamentation for the death of the physical tome. For me, I’m often as not starting the engine of that big Webster’s tank because of a wiggly word I spotted in my Kindle reading. I love the page-by-page presence of books, always will, but I have no quarrel with the e-readers of the world; I am one of them, I have one of them—there’s much to recommend them. As Seth Godin says, in many ways, the physical book is a “souvenir”—with information being instant, the physical book is more of a trophy of sorts, though one I hope isn’t designated as wallpaper like those old Britannicas.

Here’s to the book, long live the book (but I’ll be peeking at the Kindle I’m hiding behind the book cover as well).

You ought to see my flask collection too

As a postscript to this bookish bender, you may be amused by the video that graces my About page, which shows me wrestling with a portion of my collection of reference works. Books, can’t live without them, can’t get good gas mileage if you fill your trunk with ’em.

Chopping the Copywriting and Creative Writing Salad

Posted on by Tom Bentley

Copywriters that have a clearly defined niche—”I write sales letters for mid-tier businesses selling nuclear-powered rabbits”—are both constrained by their choices and freed by them. They are constrained in that they may have always dreamed of writing sales letters for nuclear-powered goat companies, but instead they are known as the rabbit guy, and thus they don’t want to dilute their focused offering, and potentially blur the boundaries of their defined space.

However, they are freed from casting their “I-need-new-work” lines in the thistle-tangled fields of businesses small, medium and large, who might peddle soap made from recycled comic books, or tongue scrapers for denture wearers. Generalist copywriters tend to a casual work garden of mingled (and sometimes flopping) stalks, colors and scents, while the specialist might have a sturdy monocrop of clients and cutoff dates.

You might guess that I’m a generalist.

The 360-degree Rotating Exorcist Head
I’ve thought about trying to restrain my 360-degree rotating Exorcist head (minus green spewings) of writing endeavors, but it’s just not my nature. While I can admire the ferocity of focus some copywriters employ, I can’t join their ranks—I don’t think I could breathe. And, genial bigot that I am, I have to sing the praises of the generalist’s keys, because polymath writing pursuits are inherently interesting for their variety. This month alone, to wit:

  • I finished an article for Fine Books and Collections magazine on the makers of exquisite and zany handmade books, touring the U.S. in their gypsy wagon.
  • Finished editing a book on social media for nonprofits.
  • Edited the first in a series of short books on Nonverbal Communication in Dentistry.
  • Wrote logo taglines suggestions for a home design and remodel company, and begin writing their brochure copy.
  • Discussed writing “replies” for a company that’s developed an advanced virtual personal assistant chatbox app; the replies will cover the branching potentials for suggested questions that users might want answered.
  • In discussion with a company that needs someone to update the documentation for the new version of its novel-writing software.
  • Am writing my two monthly articles (a recurring gig) for the Airstreamer, Airstream’s email newsletter.
  • Sending out queries for a variety of articles, many of them travel-related (though a few are about whiskey and one about old cars).
  • Sending out short older short stories of mine to some lit magazines.
  • Berating myself for pausing in what had been a steady (and productive!) half-hour of writing per day on my novel, having used Thanksgiving and then Christmas and then my father’s death for an excuse for not doing the work. Get after it, man!

Building Expertise, by the Paragraph and by the Project
Now, I have varying degrees of expertise in the areas above, but having written and edited nonfiction books, having written question-and-response dialog for software products, having written a novel (unpublished), having written travel pieces, having written brochures, heck, having written lots of grocery lists, I’m confident I can deliver what each organization needs, granting the many iterations of review and rewrite that some projects necessitate. For many writers like me, once you write website copy for a company, they may call you later to write headlines for an ad.

You might not have written headlines for ads before, but the good generalist will always pipe up with a merry “Yes!” when asked about their ability to write a heady headline. Many fundamental writing skills translate across boundaries—cross-writing is often more comfortable than cross-dressing. (High-heeled pumps just don’t work well with my size 13s.) So, if you are breaking in to the copywriter’s fold, and you’re thinking that you could write sales letters not only for the nuked goats and rabbits, but perhaps for radium-isotope gerbils too—go for it. Next thing you know, you’re a reptiles-with-battery packs specialist too.

Brutal Poetry Smackdown!

Posted on by Tom Bentley

I used an interesting creative tool from Xtranormal to create this lively literary debate. It’s a fun tool, because you can add all kinds of camera angles, effects and gestures to your characters and settings. But I also thought it might be a great educational tool to prompt kids to write—as you can see, it’s not wholly necessary to have your characters speak sensibly. Passionately, yes.

Even though the cinematic challenges are at a pretty fundamental level, there’s also a good deal to learn here about moviemaking, with the availability of the tools to change perspective and the flavors of scenes. I only spent about a half-hour making this one, and it shows, but there’s potential to make something quite effective and communicative. Thanks to Rex Williams, my friend on Triiibes, for pointing Xtranormal out.