However, whenever someone tries to improve a particular facet of their writing, they are in grave danger of forgetting the fundamentals of good writing. Well, I’ve found that to be the case with myself, at least.

I don’t think this is an error that only idiots make. I imagine that even the best writers must constantly remind themselves of the fundamentals.

What Are The Fundamentals Of Good Writing?

To answer this question, one must remember what writing is really about. It is about communication. It is about communicating an idea to someone else using words.

It seems so simple and obvious when you state it — and it is — but in the midst of crafting a supposedly masterful sentence, it is easy to lose sight of it.

There are many potential pitfalls:

• Your may make your writing “impressive” at the expense of clarity.
• You might assume that because a sentence is clear to you, it’ll be clear to everyone else.
• The meaning you associate with a particular word may be idiosyncratic, when you believe it to be common.

And the list goes on. While the need for clarity in writing is simple to understand, the skill required to communicate clearly is surprisingly high.

How To Avoid The Pitfalls

Ultimately, I don’t think there is a way to permanently avoid these pitfalls. The only solution is constant vigilance. You shouldn’t be able to write a single sentence without questioning the clarity of what you have written.

Clarity is the gold standard of writing. Never forget it.

• When you have several quick points to be made one after the other.
• When you want to give several reasons to justify a single argument.
• Because bullets are freaking sweet.
• I cannot think of another point, but I want to use another bullet.

Bullets give you the opportunity to make your point clearly and concisely.

Avoid The Dreaded Wall Of Text

I think one of the great advantage of bullets on the web is simply that it splits up the text. It is an advantage that I believe many overlook.

From readability studies, it is well known that web readers are highly impatient. If they see an article which is full of big blocks of text, it is highly likely that they shan’t read the article at all.

And why would they? They will probably find the information they’re looking for quicker by searching somewhere else.

Bullets offer hope for the reader. They allow the reader to clearly see what you’re saying without having to read a load of fluff.

I think that just the fact that bullets are present in an article can grab the reader’s attention.

Make Your Content Easily Accessible

At the end of the day, people read articles in order to get something from them. This could be entertainment, a specific piece of information, or some perverse form of sexual satisfaction.

Whatever the reader desires, when you use bullets you are helping them to get what they want. You are giving them what they want while asking for less effort on their behalf. That is the key point.

Split Your Article Into Small, Digestible Chunks

People will read far more words when they are split into bullets. Not using bullets is a little bit like a restaurant serving all three courses of a meal at once. When their customers gaze at the amount of food they are going to eat, I imagine it could be overwhelming.

Bullets allow you to split your article into digestible chunks. It can turn an article into a rabbit hole, so that the reader slowly descends further and further down.

If you ask a reader to make a commitment to read your entire article, to take a huge leap, then they shall probably choose not to. But if you ask them just to read one more sentence (and then another sentence, and another) then they shall probably read to the end.

However, those who think they will escape the mean old world by freelancing are sorely mistaken. Clients will criticize your writing, sometimes constructively and sometimes not. Some clients can be straight-up manipulative. Of course, you can choose who you work for, but you cannot escape these situations altogether.

If you read writer blogs, you’ll understand why writers have a reputation as being introverted and sensitive. The truth is that many of us are. And it is mainly due to personal insecurities, undervaluing ourselves and and our services.

My First Freelance Job

During my very first job, I was asked to rewrite all five articles I’d written. While I remained professional, I will admit that I was somewhat annoyed. I had over delivered in the extreme, and my client still wasn’t happy.

After the job, I realized that I was quick to blame the client. I made myself annoyed. There was no reason to be annoyed.

It is easy to get precious about your writing. To write, you have to open yourself up. It can feel like you are investing part of yourself when you write an article, and thereby you can get personally attached to your writing. Criticizing your writing then becomes a personal attack. Of course, criticism is no such thing. You are not your writing.

You Must Learn Constantly

There are always lessons to learn. You cannot expect your clients to tell you exactly what they want, and I didn’t determine exactly what my first client wanted. It is better to be clear from the start than have to rewrite the entire project.

Criticism is actually an opportunity to grow as a writer, and therefore it should be welcomed. I now ask my clients for criticism at every possible opportunity. This helps me grow, ensures we are on the same page, and practically guarantees that both parties will be happy when the project is complete.

I’ve realized that to be a long-term freelance writer, I must enjoy the job itself. Money cannot be the primary focus. The cold-hearted pursuit of cash drains the pleasure from the most enjoyable of tasks. My primary goal must be to provide a knock-out solution to my clients.

With all that said, you should still set your boundaries — don’t let your clients walk all over you. A self-respecting writer will not only be a happier writer; they’ll have more demand for their services, and they’ll earn more money too.

As it is, it isn’t of much use to me as a writer. The image I have in my head is of me bashing the keyboard like a mad ape and still producing work that make my clients heap praise upon me.

Clients will proclaim “Is it the Buddha?” “Is Jesus back?” “Did I just see an angel?” No. It’s the freelance writer they employed to write about portable toilets.

Surely, I can turn this vision into a reality, can’t I?

The Plot Thickens

The fact is that at present I’m a slow writer. I tend to research and edit as I write, and structure an article after I’ve written it. I’m meticulous, which produces high-quality articles, but I cannot help but feel that I could produce the same quality of work, if not better, in far less time. I think it’s just a question of how I approach article writing. At present, there is too much stop-start.

This train of thought led me to invent my own theorem — well, it’s probably not a theorem… Trivial grievances aside, I’ve called it the writing as if you’re giving a talk theorem.

Here are the basics:

1. Prepare Your Article — Research and plan your article. You prepare to write in the same manner that you would prepare to give a public speech.
2. Write The Article — You write the entire article in one go. If you are delivering a public speech, you cannot stop halfway and start all over again. You carry on regardless.
3. Finalizing — Now you can allow yourself to be meticulous. Revise, edit, and rewrite what you’ve written.

While this technique doesn’t guarantee a quality article after Step 2, you shall produce the bulk of the article quickly. The time spent tinkering and editing the article shall be far less. At least, that’s the theory.

It’s easy to spend hours considering what you’re going to write. I find the worst part of writing an article is getting started. I stare at a blank screen, and normally, after a few minutes of gazing, I end up writing the first thing that came into my head anyway.

I guess the general gist of this article is that perhaps I shouldn’t do that.

To be perfectly honest, I probably need to give the whole subject more thought. I’m sure there is a method out there for me, allowing me to produce higher-quality articles in less time, but it’s going to take some thought, experimentation, and practice to find it.

Writers who do not pay attention to their audience inevitably produce crap articles. They’re full of information that bores the reader, and obscure words that make even fancy-pants poets reach for their dictionary.

Understanding who your readers are, their mood, and what they want is critical to writing good web content… It is a critical skill for all writers.

How does it work?

You become Mr. or Mrs. Pleasant because you are forced to consider your audience’s perspective. You are constantly stepping in and out of other people’s shoes.

A quality web content writer will ask themselves many questions about their readers, such as…

What do they want?

Someone who is reaching for a magazine probably wants to relax and unwind, while someone searching for information on Google will probably be actively searching for something specific. Perhaps they’re looking for a musician called Mark Milan.

Where have they come from?

Someone who clicks on a PPC ad in Google probably doesn’t mind if you try to sell something to them. Perhaps the reader has come from your RSS feed, to be updated on your latest shenanigans.

How are they feeling?

If your readers are familiar with you, then they are likely to be far more receptive to what you write — it’s the difference between meeting a close friend and a complete stranger.

Maybe they’re desperate for a solution to a particular problem. The bloke has a big spot on his face and it’s driving the chicks away and hurting the poor lad’s pride.

Well, shucks! I’m feeling more empathetic already!

I know!

All this information can help you decide how to best service the reader, giving them what they want so you can get what you want. You can create a reputation by providing great content, include jokes and quips, or create a greased slide leading the reader to a destination.

Note: If you’re still an evil-hearted bastard after writing lots of web content, then I suspect it’s terminal.

Friendly working relationships make freelancing more fun for both you and your clients, and makes the whole process glide smoothly and effortlessly.

The key to good customer service is to get the information you need from your clients without them feeling like they’ve been interrogated by the Gestapo. Here is a quick list of information that will help you produce better content:

• The purpose of the articles (To sell an affiliate product? To drive traffic?)
• Where the articles will be posted (A blog? An article directory?)
• The style of writing required (Informative? Humorous? Cocky?)
• The target audience (Where have they come from? Where will they go? Who are they?)

In an ideal world, your clients would provide all this information for you, but back in the real world they rarely do. Most clients are paying you to do the work so they can spend their time on more profitable activities. They don’t want to waste their time with handholding, telling you how to do your job. So it is important to gain the most vital information, and then use your noggin to work out the rest for yourself.

With these things in mind, the first question to ask is this: Do you have some examples of the type of article you want? If your client provides a few examples, you sometimes can deduce all the information you need from them alone. Sometimes you will also need to ask what the purpose of the articles is. These two questions will always provide enough information to get started.

A great way to ensure that you’re producing articles that your clients will love is to immediately show them the first article you’ve written in order to get feedback. If you are at all unsure about what they want, this gives you an opportunity to sneak in a couple of extra questions under the radar.

Finally, upon the completion of the project, I inform my clients to let me know if they are in any way unhappy . This is makes sure that the project results in a win-win for both sides. Your client gets what they want, and you get a testimonial, some good feedback, and a possible long-term client.

Customer service can be daunting to a new freelance writer, but by simply following the advice in this article you’ll already be better than the vast majority of freelancers out there. Put your client first and look at things from their perspective. Understand their desires and fears and motivations, and then you’ll never have to seek work again — work will come to you.

For article writers, this format allows the writer to grab the reader’s attention immediately. If you are producing articles of a specific length, it also allows you to stop as soon as they hit the required number of words.

If you do not grab their attention right from the start, then they shall simply stop reading altogether. By putting the most relevant and important information at the start of an article, readers are encouraged to continue — the further investment of time is justified by the chance that the article contains even more useful information.

I’ve mentioned before how internet readers are an impatient bunch. This makes the inverted pyramid appear enticing when producing web content, but it isn’t always the best option. If an article is going to make three points, then subheadings can be used to allow a reader to jump to the information they specifically want. The inverted pyramid doesn’t cater to skim readers or people who will skip whole segments of an article. This is important to bear in mind.

Different articles have different agendas. By understanding the different ways you can format your article, you can more effectively achieve your aim. For example, if an article’s purpose is to get the reader to click a link at the end of the article, the inverted pyramid can slowly lead the reader to clicking the link. But if an article is written to provide useful content, then you may want to help the reader skim or skip to the information they are looking for.

The inverted pyramid isn’t the only way to write an article, but being familiar with it will make your articles more effective and more valuable.

I know you didn’t ask me to write to you. Yet, here I am — writing to you anyway — expecting you to give up a few moments of your time. You’re probably just thinking, “oh dear, not another charity asking me for money.”

Having identified this objection, the question is how can the copywriter eliminate it?

While I was considering this sales letter, I was also reading Impro by Keith Johnstone, which is about improvisational acting.

On pages 50-52, he discusses the various ways you can ward off verbal attacks. Johnstone presents two siblings, A and B, who live together. B notices that someone has opened his mail.

B: Why did you open my letter?
A: Is it open?
B: You always open my letters.
A: I don’t know who did it.
B: No one else has been here!

It’s plain to see that making excuses is a bad tactic for A in this situation. I suppose an excuse can be effective if it is a great one, but it’s easy to appear as if you are avoiding responsibility. And even if you have a great excuse, it’s probably better to not present your excuse immediately anyway.

You can use a different tactic:

B: Did you open my letter?
A: Yes.
B stops the attack. He pauses.
B: Yes?
A: Yes.
B: Well, what did you do it for?
A: I wanted to see what was inside.

While B is still likely to be angry, you can see how A’s honesty disarms B. B is more likely to calmly consider A’s reason for opening the letter.

The sales letter uses this tactic to great effect:

I know you didn’t ask me to write to you. Yet, here I am — writing to you anyway — expecting you to give up a few moments of your time. You’re probably just thinking, “oh dear, not another charity asking me for money.”

If that’s the case then I’m sorry.

The power of that one-line apology astonished me. It’s hard to be angry with someone who is willing to expose themselves like this. I found myself completely disarmed.

Common sense tells me to deflect criticism and objections when writing copy. Admitting weakness seems like the last thing you should do.

I think most prospects believe this too, and for that exact reason they are expecting excuses.

By not conforming to their expectation and being completely honest, you make yourself trustworthy. This means that when you finally recommend a product or service, it is a recommendation that is worth something. You’re not hiding anything; you’re presenting it accurately, warts and all.

How powerful is the ability to make a new habit?

I’m sure I don’t need to tell you that sewage works smell of piss and shit.

Over time sewage workers get used to the smell! That’s how powerful habits are!

To be successful in either business or freelancing, there are things that you must do daily. If you make habits of these activities, your success becomes inevitable. It’ll no longer be a question of if you’ll succeed, but when you’ll succeed.

Armed forces all over the world train their recruits using the technique I present below. They use it because it works. It can work for you too.

Enough Rambling. Here’s The Basics

The basic tenant of making a habit is that the more you do something the easier it becomes. If you wish to run daily, your first few runs will be the most difficult. Later there will still be some resistance, but less than at the start. Eventually, you’ll do it automatically.

Your first two or three weeks of running could be an, erm, uphill battle, with every fiber of your body resisting. After performing a habit daily for 30 days, however, you’re over the worst. After six months, it’ll be set in stone.

Then you can create another new habit.

You should expect a few bumps in the road. There will be days when you cannot do the activity in question, or you will choose not to do it. You may stop doing it for a week or even a month. If this happens, get back on track, and remember that all you’ve got to do is stick with it, because…

It will eventually become something that you just do.

There are many reasons why people fail to make a new habit. Some people make excuses to justify why they’re stopping, while others forget about what they’re trying to do altogether.

The Memory Of A Goldfish

Forgetting is a real show-stopper when it comes to habit forming.

It’s easy to do. For example, let’s say you haven’t run for a month due to bad weather. When the weather has improved, your running habit has conveniently slipped your mind.

Be commited to forming your new habit.

Keeping a habit diary can help. It can simply be a piece of paper stuck on your fridge. You can record your progress and give yourself a satisfying tick every day.

That said, don’t get dejected or beat yourself up for not sticking to your new habit. Realize that habit forming isn’t a straight line — well, unless you’re a saint. If you’ve missed a few days or maybe even a few months, dust yourself off, and then simply start doing it again.

The first time back after a break can be difficult, but you’ll find it easier afterwards. Each time you return it is gets easier and easier.

Remember: You may stop and start four or five times, but as long as you keep returning to it, it will become a habit.

Don’t Put Too Much On Your Plate

Another reason for failure is when you try to create too many new habits at once. This often results in failing to create a single new habit.

Learn your limits and stay within them. In my experience, it’s better to be conservative rather than ambitious.

I think willpower is a commodity of sorts. Use yours wisely.

Preparation, Preparation, Preparation

Make your new habit easy to perform. If you don’t, you could be mentally ready to run, but your running shoes and clothes could be anywhere. That may be the excuse to avoid running that day.

Taking the time to prepare is critical. Even before you start making a habit, consider every single detail of how, when, and where you will do it. Missing one detail may be the thing that derails you.

You Can Even Resort To Mystic Mumbo-Jumbo

Visualization can also be powerful. You can imagine how it’ll feel when your new habit is set in stone. Visualize yourself doing your daily run. Imagine how it would feel strange not to do your daily run.

Making habits can drastically change your life. Consider a habit you would like to have, and do it for 30 days starting from tomorrow. You won’t regret it.

Outraged Christian bloggers, complaining female and LGBT gamers, editors being sent checks made out directly to them — all of this makes for delicious copy, and much of the gnashing of teeth seems to be centered on the fact that the gaming press continues to fall for the contrived controversy to give the company exactly what it wants: coverage. The campaign has been childish, daring, and borderline tasteless. Writing checks directly to game writers is cheaper than advertising on a site, with a much better result.

You can read the full article here.