|BlueSky Business Aviation News|
Whether you’re drafting a press release about a first-generation, game-changing aircraft; a profile introducing your new CEO or a in-depth feature for your company’s in-house newsletter, pause a moment. Consider your potential readers and what they most want to find within your prose.
Who, What, When, Where, Why
Know Your Stuff
Take the time needed to get it right. Write with authority. The late New York Times columnist David Carr said, “It wasn’t that I wanted to be a writer: I just didn’t want to be stupid.” Research your facts. Find more if you’re lacking. Talk to those in the know. Respect your readers enough to not give them short shrift.
Sprinkle Incentives Throughout
Once you’ve hooked readers, keep pulling them through with regular rewards - quotes, anecdotes, insights, little-known facts. It’s not enough to have a grab-them-by-the-throat lead and big-payoff close. Place interesting content along the way, like breadcrumbs leading home.
Banish “Excited” From Your Vocabulary
This may seem trivial, but it’s a sore spot. I never want to see the word again. Ever. Since the first CEO said, “I am excited to announce our new [fill in the blank],” that statement has been used a centillion times. At a minimum. Come up with something fresh, meaningful and unexpected. At a loss? Find inspiration in the words of aviation legends. Notice the lack of highfalutin words. They kept it short and snappy. And so should you.
Every Platform Deserves Good Writing
Yes, you only have 140 characters for Twitter and feeding the social-media beast can feel like tossing coal into a furnace that burns faster than you can shovel. But whether your audience consumes your content online or off, you need to create professional content. You need to get it right. You need to make it worth readers’ while. And I promise you. A Lear-like quote will get shared more than an “I’m excited.” Any day.
Exclamation Points Scream “Amateur!”
Ask Others to Edit Your Work
Grind It Out
Writing takes work. I hope this practical advice helps you become a better writer. Because I truly want to hear what you have to say and might miss key points if you package them poorly. As you wrangle ideas, you can still inject some word play.
Langston Hughes said it best: “Hold fast to dreams, for if dreams die, life is a broken-winged bird that cannot fly.”