How to write intently - Part 2

Now that the homework part is done,

Let’s move onto the execution.

Concept Brainstorm

The right concept sets the tone for what you’re about to write. This takes up 40-60% of my time usually.

Concept depends on 3 things: Platform, Objective, Audience → POA.

For eg: The factors I consider while writing this newsletter are:

Platform - Substack

Objective - Make content that provides executable tips or valuable insights on B2B marketing

Audience - B2B SaaS marketers who are aware of ABM

Now you make a concept that aligns with these 3 factors.

If I want to help you understand ABM better, I write an analogy piece that relates ABM to Dating, like I did here.

Or explaining ABM through Netflix’s approach like this one. 

Or I can go deep on a concept I came across, like this piece “Relevance in ABM”

And since the platform is substack, I can go a bit deep into the topic with my concept.

Pro Tip: Along with my teammates suggestions, I use AI to speed up the brainstorming process. Ask it to come up with concepts. ChatGPT works great for me. Helps with the research part too.

Here’s a prompt you can develop further on. Figure out the Objective, Audience & Platform for your SDR’s email sequence, crafted for expansion prospects. 

And then go onto write your glorious first draft.

Conversationalize

Whatever you write, has to seem like a conversation.

Do not write from a third-person perspective. Don’t report. 

Also, don’t use just “I” “Me” & “We” throughout.

Make sure there is enough of “You” and “Your”.

 Use more of “Us” & “Let’s”, to show that we’re journeying together.

This makes your output seem more like a conversation where the reader is directly engaged.

TALK TO YOUR AUDIENCE.

Shorten & Adapt to Channel

Your first draft should be all the thoughts you have regarding the concept at hand.

Pour out all your thoughts. Don’t think about structure, rhythm, meter; anything.

Then, you shorten it according to the distribution channel. 

Newsletter? 300–500 words. LinkedIn? 150 words. Email? 3 lines. 

(Psssh. These are figures that work for me. Your audience might have different requirements, so feel free to experiment)

Remove, edit, & delete. Repeatedly.

Yes, there’s still a lot of fat to be trimmed, at this stage. 

While structuring your content, discard angles or paragraphs that do not make sense. That do not flow with the overall premise you’re building. 

Refine your writing to give it rhythm. Use alliterations, rhymes, anagrams. Employ techniques that make your material easier to read.

And delete as much as you can. Often, that 30-word sentence can convey the same message in 12 words.

Once you’ve done these once, read your final piece 5 more times. Check which repetitive phrases can be altered to reduce monotony. Where does the flow start getting choppy? How can I say this more efficiently. 

Use tools like Grammarly, LanguageTool to actively help with grammar, punctuation etc. Running it through ChatGPT/Claude also won’t hurt either.

And you have your final draft. But wait, you’re not done.

Make 2 more options

Yes, this is maddening.

All that work, and you’ve got to do it again, TWICE? 

But yes. If you can, absolutely do 2 more versions.

Go back to the drawing board. 

Sometimes the new approach will be what you like even more, and become worth the effort.

And, if your manager/client/CEO/CMO asks for another option, guess who impresses with the TAT (Turn Around Time)

And that’s how you write, folks.

Let me know if this helps to make your work life better. 

Now, time for some chuckles