When you’re a copywriter at a corporate, some things you pick up overtime. But even after being on the job for four years, there are still some things that you’d pick up only from far more experienced teachers. This I realised halfway through reading Nicely Said: Writing for the Web with Style and Purpose by Nicole Fenton and Kate Kiefer Lee.
It’s unlike me to read a book titled as such, because I’ve always nurtured a distrust in “how-to” books. This one, however, was a present. It was a present from a few writer friends I hold in high regard. So I decided to keep my mind open and delve into what Nicole and Kate have to say.
“Whether you’re new to web writing or you’re a professional writer looking to deepen your skills, this book is for you.”
That was the blurb of the book, a simple, typical one-line description for so many guide books that often fall short of their expectations. It seemed far-fetched, as if anyone could tell anyone else how best to write copy for the web when no one—including the web readers—knows what works and what doesn’t.
There’s no one way to write. There’s no right way, perfect way, or a way that makes the most impact. Writing is a variable in every sense. The audience varies, the style does, and so does the purpose. How then, could anyone pinpoint one perfect method?
Many books assert that they’ve figured out the one greatest way of writing. This book doesn’t.
The book doesn’t say what to write, but it says how to go abut thinking about what to write. And that’s where this book stands apart from the rest of the sheep. The authors illustrate the process of writing for the web, using an example throughout the book so that’s easier to follow.
They ask some important questions. Who would write for the web? Possible answers include, bloggers trying to hone their writing, freelancers selling their services, and copywriters employed in business. Though they all have different targets of varying complexity, all categories have one thing in common: the medium they choose to write in. When writing for the web, clarity matters, because no matter who the audience is, they’re always on the verge of closing a tab, impatient to move on to the next tab.
In such a situation, Nicole and Kate say how a writer should focus on delivering their message.
As a copywriter in business, I’ve always followed a similar principle: tell readers who we are, what we do, and how we could help them. Then add a section explaining why they (as buyers) should choose us over our competition. That’s the template—a fool-proof guide to writing About pages and sometimes even landing pages.
But this book made me think further: we tell readers who we are, but we also need to tell them who we are not. That doesn’t come from words, but from tone. For example, we’re professional, but we’re not against good puns. We are consistent, but we don’t spam your inbox with ten emails a day. We’re serious, but we don’t hate contractions. All these come from the way we write our copy, not from what we write in our copy.
Those are the kind of lessons that Nicely Said outlines. The book doesn’t come right out of the dark to illuminate magical truths and best practices, but it narrates the minute things that we often miss when writing for the web. The little things that matter, the finer aspects of helping the reader understand our message a couple of seconds faster, of respecting the reader’s time, of being a good host to website visitors—these are a few of the things that make a good copywriter. And the advice this book contains suits anyone, even those who only write Facebook statuses.
Give this book a shot. Chances are, you’ll cherish it as much as you’d a dictionary. I do.
