Ellen Lupton Writing tips from "Design is Storytelling"
❶ Wait. I’m scared. I have writer’s block.
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Instead of struggling to compose a brilliant for sentence, list the main points you want to make. Don’t worry about the order.
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Go back and group your points into sections. A pitch or presentation should have three to five main sections.
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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.
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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?
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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.
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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.
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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.
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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… “
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Introduce counter-arguments. Anticipate objections and address them.
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Imagine writing an FAQ for your product or idea. What will confuse a new user? Posing questions and then answering them keeps people interested.
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Read your text out loud and listen for repetition and clunky phrases. If you think you are being boring, your audience will, too.
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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.
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.
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.
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.