As a copywriter with almost two decades of experience, one of the questions I get asked a lot is how to become a better writer. From grant proposals to product descriptions to blog posts to websites and more, you have a lot to say, and it needs to be said well in order to gain more support for your nonprofit or social enterprise.
Learning how to convince and compel with the written word is not just an essential skill, but one that stands the test of time.
No matter the format or latest trend, you’ll always be glad that you took the time to improve your writing. It’s a journey that never ends, but one you’ll gain confidence in as you go.
Plus, if you’re at a small cause-focused organization, it’s unlikely that you can outsource all of your writing needs anyway, which also makes it unavoidable. Might as well do the best with what you’ve got, right?
So, if you’re ready to get better at writing, sharpen your pencils because I have four tips that you can implement starting today.
A Disclaimer: Copywriting vs. content writing
Before we jump into how you can become a better writer, I first wanted to take a minute to explain copywriting versus content writing. Many nonprofit and social enterprise leaders are not well-versed in marketing terms because they are busy running their organizations—and that’s totally okay! That’s why you need people like me to not just do the work, but help you understand it as well. And I’m happy to!
Here’s the gist:
Copywriting is marketing copy that’s used to persuade. The words are intended to drive sales, increase leads and interest, and make people want to take action. The language is often strong, emotional, and engaging. (Here’s an example.)
Content writing is informative. The words are used to educate or tell stories. If you’ve heard of content marketing, then you know content writing is often utilized to build a know/like/trust factor so that people can get to know you over time. (This blog post you’re reading is one example.)
I point this out not just to make you a little smarter, though that’s always a good thing. I say this so that you understand that there are two different ways of writing for your organization, and they serve different purposes.
Good writers may be good at content writing, but may not be good at copywriting. You or another staffer may be terrific at creating blog content, but it doesn’t mean that you should be writing your fundraising or sales campaigns, or even the main pages of your website.
Definitely take the time to get better at writing, but know that you may still need to call in professional when it comes to marketing copy that’s intended to bring in dollars.
4 Tips That Will Vastly Improve Your Writing
1. Write (A Lot) to Improve Your Writing
“Practice makes perfect” is a cliche for a reason! Even (and perhaps especially) if you do not regularly write for your nonprofit or social enterprise, I encourage you to find an outlet to do so.
I actually started my personal blog while working as an Event Marketing Director because I had less writing to do for our nonprofit than in previous jobs. I needed that space to continue practicing at night and on the weekends since I wasn’t getting it during the day.
Writing is a bit of a use it or lose it skill, in my opinion. Not like you’ll completely forget how to write if you stop, of course, but it’ll be harder. You could experience more writer’s block or fall behind on best practices. Writing will become more of a mental game, and something you’ll likely keep putting off until “later.”
By writing more, you’ll also start to develop your own voice. Obviously, you’ll need to stick to the tone and voice of your organization for professional purposes, but as a more experienced writer, you can also help shape that for your team. Additionally, many leaders want to write a book, so developing your own voice will come in handy later, too.
The more you can write, the better—and more confident—you’ll get.
2. Read (A Lot) to Get Better at Writing
Sometimes it helps to learn from the pros, and one of the best way to do that is by reading as much as you can. That might mean blogs and newsletters, but I find that books are the best source.
Did you know that fiction books also increase empathy? Guess there’s more than one reason to read them now! But, seriously, following the same narrative over many chapters not only captures your imagination, but helps you learn how to tell a great story. (Just be sure to keep your marketing materials brief, ha!)
And nonfiction books have their own benefits, such as helping you learn new things, which is also an essential for any leader. Nonfiction is also, of course, more closely aligned to what you’ll be writing for your organization, so you’ll be able to see great content modeled for you.
Be sure to make time for both fiction and nonfiction books!
If you don’t consider yourself a very analytical person, don’t worry! I’m not asking you to methodically pick apart everything you read. It will likely just start soaking in subconsciously. You’ll begin to develop a preference for certain styles, and will see it play out as you begin to write as well.
3. Read What You Wrote Out Loud
It’s amazing how different something may sound in your head as opposed to when you read it out loud.
This trick can help you avoid any number of writing mistakes. The tone or pace of your words might sound “off,” or the meaning may even get lost. You may also find a run-on sentence or hear how a comma changes the entire structure. And you could discover that what you’ve written is actually a mouthful to say, and therefore shouldn’t be in your final version.
Reading your writing aloud is also a great way to detect new thoughts and paragraphs. Digital writing these days is done in smaller paragraphs, often of one to four sentences, so hearing places where you pause can help you figure out when to press “enter.”
Oh, and I don’t mean muttering the words to yourself under your breath, which I sometimes do. I mean actual, out-loud reading. Say it loud and proud, my friend! You might be surprised by what you hear.
4. Get Feedback on Your Writing
This tip may be the most difficult, because it means that you have to be vulnerable and ask for feedback. I don’t know about you, but that can be rough for me. However, having another person’s perspective can be invaluable, so give it a try.
And, who knows, if you’re feeling self-conscious because you don’t have much professional writing experience or have been struggling with writer’s block, your friend or peer may actually give you a boost of confidence by letting you know what a great job you did!
Here are a few ways to make the feedback process better:
Ask someone who understands the purpose of what’s being said. Everyone has their own opinion on what makes for good writing, but if your best friend doesn’t have a good handle on your organization’s tone, voice, and message, they probably won’t give you the insight you need.
Ask someone you trust. It’s not easy to ask for constructive criticism, so be sure to get feedback from someone who you care about, and who cares about you.
Ask about something minor. Before you pour your heart and soul into your next campaign, get feedback on something minor and less important. See what kinds of feedback you receive on something of less consequence before the stakes are higher.
Ask for specific feedback. If there’s a particular area you’d like someone to focus on, make it clear. Otherwise, you may not get the feedback you want.
Ask from a good headspace. If you’ve just had a really bad day, receiving any sort of criticism is probably not going to be well-received. Ask on a day that you know you can take it.
What do you think? Which tip will you try first?
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I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.
