Nine secrets of expert content writers

1. They start the story with a hook and end with a punch. If these two parts of the content are sound, the rest of the material will sit easily in between.

2. They treat words like goldleaf. Each one has its own glint. They don’t need to elaborate with adjectives or adverbs, or say the same thing in three different ways. People will get it the first time.

3. They know that writer’s block is a form of stagefright. Practice of your craft will give you the confidence to write under the toughest conditions.

4. They understand that writers also get stuck when they don’t have a clear picture in their mind of whom they’re addressing. Clarify that and the writing will flow.

5. They’re happy for their first draft to be rough. And the next two rewrites. After that, they’re getting close to the finished piece.

6. They find that reciting a story aloud is an excellent way of checking its flow. (That doesn’t apply if you’re writing for The Guardian, where tortuous prose may be a sign of cleverness. For every other media brand, it’s good advice.)

7. They never write on a per-word basis of payment, which is a blueprint for poverty. They charge per article or by the hour.

8. They understand that while everyone can write, few people can do it really really well. Most of us are able to cook a meal, but that doesn’t make us Gordon Ramsay.

9. They’ve found that working to a word limit is a tough but good discipline. Most online articles are fewer than 400 words. Any clown can add more. The hard part is leaving stuff out.

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