Creative writing: How everything changed after Leo’s writing workshop
Photo by Patrick Fore on Unsplash
I can’t say that my journey began when Laika’s PR consultant, Leo, took part in a writing workshop, but I can say that both Leo and I were never the same because of it.
I remember the day I was shipped to my new owner. I was well-packed, comfortable, with more than adequate padding. Already, the prospect of working in a PR agency delighted me. Let’s just say, that as a laptop, I could do much worse.
Laika’s office was bright and welcoming. It wasn’t long before I was unpacked, plugged-in and booted-up. I immediately gave it my all. With my powerful M2 Ultra Max processor, I effortlessly integrated into agency life, and I quickly became Leo's most important companion. Much of my work consisted of typing texts and researching the Internet for projects. Although, there were a number of demanding daily video conferences. Netflix and the like, were a rarity for me as a work laptop (no chance for me to be misused as a TV).
I had plenty of time to observe and be perceptive. I noticed, for example, which keyboard keys were most used. I can objectively state that Leo was very fond of the delete key. Why was I arduously displaying letter after letter, only to have them be deleted soon after?
Therefore, it was a good thing that Leo decided to participate in the writing workshop. It’s clear to me that he learned some useful tips and tricks when it comes to writing, which makes my job easier. I’m not talking about the basics such as spelling and grammar. I’m referring to the helpful ideas, that greatly improve writing flow, and better engage readers.
For example, there was the recommendation to avoid general statements and redundancies. The more concrete, the clearer the copy—the better, which means less deleting on my part.
In addition, naming subjects, and using the active voice, is more effective and easier to understand than using the passive voice and not naming subjects. Leo is writing a guest article is more tangible than a guest article is being written by a PR Consultant.
Leo learned that one of the most important part of a text is the introduction. The introduction sets the tone, conveys information and encourages one to read on. Creativity is needed, as the first sentences can either encourage or discourage someone from reading on. One way to be creative, is to introduce an unexpected point of view in a new, emotional context (see the introduction above).
Arousing curiosity can also be used to engage readers from the beginning. What if the introduction had instead started with, “When he first opened me, a feeling of bliss flowed through him. He had already charged and energized me, and he undeniably understood that together, supporting each other, we would reach new highs in the comms universe. An introduction can be intriguing if, at first, it’s not exactly clear what it’s referring to. However, keeping readers in suspense for too long will spoil the fun and intended aim.
An introduction is also a great place to identify the problem, and how the text will offer solutions. Readers who are interested in the solutions are likely to continue reading.
Leo learned that one of the best ways to structure a text is to use headings… Hang on… Wait a minute… I’m noticing something’s missing so far…
No structure without headings
Much better. Headings are a central component of organizing text. They briefly and precisely summarize key content and core messages, and also guide the eye from one section to the next. They should be kept short, and are best if they are motivating or arouse curiosity. And of course, the text that follows should be in line with the headline.
No structure without paragraphs
Achieving clear structure with a text is possible through using well-placed paragraphs. Paragraphs should be short and provide relevant information—one piece of information per paragraph. Therefore, a new paragraph must contain new information. Paragraphs can greatly increase the readability of a text. Consuming writing is like consuming food. It should be consumed piece by piece. If the pieces are too large, there is a risk of choking, and if eaten all at once, the digestive tract is overwhelmed. A text that packs too much information into one single long paragraph can very well overwhelm readers. Helpful indicators that a new paragraph is needed, include a finished thought, a new thought, or a change of perspective.
Let’s try that again please…
Achieving clear structure with a text is possible through using well-placed paragraphs. Paragraphs should be short and provide relevant information—one piece of information per paragraph. Therefore, a new paragraph must contain new information.
Paragraphs can greatly increase the readability of a text. Consuming writing is like consuming food. It should be consumed piece by piece. If the pieces are too large, there is a risk of choking, and if eaten all at once, the digestive tract is overwhelmed. A text that packs too much information into one single long paragraph can very well overwhelm readers.
Helpful indicators that a new paragraph is needed, include a finished thought, a new thought, or a change of perspective.
Online texts need more paragraphs than printed ones. The fact is, reading on a display like mine, is more strenuous for the eyes than reading print. In addition, PR content is sometimes complex. I know this well from Leo: the more complex the subject, the smaller the portions.
Bridging beginning and end in the conclusion
A conclusion should not only summarize, and close the text as a whole, but also build a bridge back to the beginning.
So here goes: ever since Leo took the writing workshop, he’s greatly improved the way his writing flows. He’s been more concrete when writing, used the active voice more, been more creative with his introductions, and better utilized headlines and paragraphs to structure his work. But most importantly, I noticed that there was a drastic shift in the keys he most used. Leo now neglects the delete key.
I almost forgot… The last action when writing should be to include a call to action! Check out Cristina Denz’s website, https://denz-berlin.de/polygonar/, for creative writing workshops. Like I said at the beginning, Leo and I we’re never the same after the workshop. We’re so much better now.