Q: Dear Freddy:
Can you recommend any books that would help me with writing techniques for marketing? Or does your writing come mostly through a lot of practice?
— KC at USC
A: Dear KC:
Both books and practice.
Although I’ve worked as a writer for 30 years, I continue to develop my craft. I see evolution as a mandate, not a theory. That’s why I closely evaluate sentences I admire. I read tips from legendary writers. And, yes, I read books on writing. Here are a few publications I recommend. (Note: buying from these links supports the Atomic Tango martini fund.):
The Elements Of Style
by William Strunk Jr. & E.B. White
Known by generations of writers as simply “Strunk and White,” this essential reference reads like a how-to manual, but you should peruse it cover to cover. Regularly.
Made To Stick
by Dan Heath & Chip Heath
This book discusses how to be memorable. Along the way, the Heath brothers nail some key writing guidelines, such as using specific and concrete terms. Marketing writers need to employ vivid language — exactly what they see, hear, smell, touch, taste — not vague abstractions.
Although Hall herself isn’t a strong writer — her prose is a tad pedestrian — as the former Editor of the New York Times Op-Ed page, she knows more than anyone how to write persuasively. Plus, she tells an irresistible story of why she rejected an editorial from U2 lead singer Bono.
Self-Editing For Fiction Writers: How To Edit Yourself Into Print
by Renni Browne & Dave King
Although created for would-be novelists, the lessons in this book also apply to marketers. (After all, some critics deride all marketing as “fiction.”) This book definitely helps with branded content, which is simply storytelling with a business goal.
Why Business People Speak Like Idiots: A Bullfighter’s Guide
by Brian Fugere, Chelsea Hardaway & Jon Warshawsky
Jargon has infested business writing, with MBA-brainwashed managers trying too hard to sound smart and savvy. Instead, their jargon makes them sound like they’re hiding something, such as a lack of talent. Unfortunately, executive bull-kaka has seeped into the writing of students and aspiring young professionals. This book by some former Deloitte consultants dispels that notion. (Ironically, Deloitte still spews jargon in its promotional materials.)
Copyediting With An Attitude: How To Edit Ads And Other Marketing Copy
by Freddy Tran Nager
Yes, this is a shameless self-promotional plug. That said, other communication professors have started recommending my book to their students, so I think that makes it worth reading, no?
No, this magazine won’t teach you how to write — at least, not explicitly. Rather, the writers and editors of Wired will show you how to cover seemingly dull topics with flair. Their articles on topics like mathematical formulas and neurological research read like page-turner mysteries. Who says tech writing — or writing for professionals in general — has to be flat and void of creativity? Wired doesn’t.
On that note, the ultimate secret to improving your writing is to read, read, and read…
In addition to Wired, regularly read other well-written publications, such as The New Yorker and The Atlantic Monthly. If you’re alone, read them out loud, so you can hear the rhythms and language choices.
At the same time, avoid terrible writing — academic journals being at the top (bottom?) of that execrable heap. Like business jargon, academic writing sounds intentionally complex to cover up how shallow many studies are. Academic journal writers also fear that any creativity or emotion would make their research seem less objective. (Never mind that ALL research starts with some bias.) I could go on about the horrors of academic writing, but I’ll just say, if you have to read it, cleanse your neurons by listening to some smart stand-up comics, like John Oliver and the late great Robin Williams.
By the way, as a young writer at MCA Records, I listened to comedy albums while driving to work. This got me in the right mood every morning while helping me learn timing and word choices. Smart comedians have an uncanny ability to sense what an audience will enjoy, and they deliver with distinctive style.
So consider that your last homework assignment here: go listen to some comedy. I know – how cruel and unusual, when there are so many good academic journals to read…
— Cheers! Freddy
P.S. You might also want to check out my recommended books for marketers and entrepreneurs.
Have a question about marketing you’d like to ask Freddy?
Simply drop him a line.