Wednesday, June 12, 2019

Ellen Lupton Writing tips from "Design is Storytelling"

Ellen Lupton Writing tips from "Design is Storytelling"


❶ Wait. I’m scared. I have writer’s block.
  • Instead of struggling to compose a brilliant for sentence, list the main points you want to make. Don’t worry about the order.
  • Go back and group your points into sections. A pitch or presentation should have three to five main sections.
  • If making a list feels too linear, create a word map instead. Write your main idea in a bubble in the middle of a sheet of paper. Draw more bubbles with more points.
  • Research. Gathering evidence will help you create compelling content. It will also help you defeat writer’s block.
❷ I have notes and a general plan. Now what?
  • Start writing in a relaxed, conversational way. Focus on the content, not the words, as if you were speaking to someone. Later, you can improve the writing style.
  • As you write, focus on being clear, not clever. Focus on the ideas and information that you want other people to absorb. If your sentences have more secret staircases than a Victorian mansion, it’s time to clean house.
  • A metaphor can be your best friend or a backstabbing enemy. Use metaphors to clarify and illuminate concepts, not to create flowery prose.
❸ My text is clear but it’s deadly dull.
  • Generate intrigue by questioning assumptions. Make readers curious with phrases such as, “You may have learned in school that… “ or “One of the biggest mistakes in our industry is… “
  • Introduce counter-arguments. Anticipate objections and address them.
  • Imagine writing an FAQ for your product or idea. What will confuse a new user? Posing questions and then answering them keeps people interested.
  • Read your text out loud and listen for repetition and clunky phrases. If you think you are being boring, your audience will, too.
  • When you are almost finished, make an outline of what you have done. For example, if you are producing a slide deck, write down the main headings. Are they parallel? Did they tell a clear story? We working the headings can help you restructure your material.


adapted from Design is Storytelling — Ellen Lupton p. 155–

Featured Post

What are the five reasons to use passive voice?

USE ACTIVE VOICE As listed below, there are only 5 reasons one should EVER use passive voice. If you don't need to use passive voi...