7 Things I Do To Identify What I’m Going to Write Before I Write It
When historian David McCullough was asked how long it took him to write a book, he said something like this. It doesn’t take that much time to write a book. But thinking about writing the book, that takes time.
How I Think Faster as a b2b content strategist and Start Writing Sooner in a Hurry-up World
My method is imperfect. But it puts a thin veneer of order over the mental chaos from which my writing emerges. Sticky notes are my operating metaphor. I use a sticky note to write down each key point when thinking about what to write.
The 7-Step Sticky Note Process I Use to Organize My Thinking Before I Write
My sticky-note approach helps me do one very important thing. It keeps me from getting bogged down with actual writing when I only need to think about what I’m going to write. Each point is a sticky note. Here’s how it works for me.
Jot down the audience or audiences you’re writing for.
Start with the end in mind. What action do you want your readers/viewers to take?
Identify the social and industry trends that drive your audience to change their status quo.
In fiction writing, this is called a reversal. I almost always begin with the macro forces that are driving change.
4. Identify your keywords and make sure that they’re in the meta description. I rely on SEO experts to inform the keywords I use. But when making choices about hot topics and keywords, I check out industry publications and, of course, the competition.
5. Write the meta description next. It’s usually around 50 to 100 words. Yes, I might have to go back and adjust it later but I don’t want to get bogged down trying to get it exactly right the first time.
6. The first sentence in the article should be almost identical to the meta description. I say almost because we’re writing for humans as well as algorithms.
7. Jot down the three compelling reasons to purchase. The reasons to buy are mostly about a
problem and its pain points.
For example, a problem could be a dramatic increase in operating expenses for older multi-family properties.
Then, there are problems caused by ignoring the initial problem.
For example, the problem could be a liability risk due to outdated security that puts the residents and the property at risk.
And there’s the problem of operational inefficiencies. For example, using keys and fobs demand a physical presence on-site with time-consuming trips to the property to let people in.
Identify the solution to the problem
The solution in B2B content writing is the product or service being sold.
But the value of what is being sold is entirely human. It’s the expertise, advice, and guidance on making change happen that gives buyers the courage to purchase.
And that’s it. My process is imperfect, but it helps me figure out what I’ll write about a whole lot faster before I begin writing.