How to level up: master the craft of writing

Why? You’re not just creating an aesthetic.
Benefits, changes for me + tools to use to get better -
Everyday Paul Boag, Storybrand & Seth Goldin. Being sharper at unpicking a products weak points. Bad messaging = poor design.

My ex-boyfriend was a fiesty, switched on, motor biking, wordsmith. He was paid to write. Isn’t that a sexy job?

In many of the studios I’ve worked in - it’s been the frequent thread - the writers have grabbed my attention. Quick, insightful, influential and funny. I’ve often wondered about this.

How does this help designers? Find yourself a killer creative partnership? Yeh sometimes. But there’s nothing more perplexing than seeing a kick ass portfolio and then meeting the artist behind said imagery… and they’re not quite as in their stride when it comes to the words business.

I’d had a gnaw-grindingly micro-managed day at work, and vented it out, to my ex. His response, “The trouble is darling, designers are sometimes treated as the wrist.” 🤙🤙

THE WRIST?

What the…? Suddenly, 101, “can you make it bigger?” conversations with ‘marketing execs’ over the years made a lot more sense.

“This is down to a words game innit?” “You betcha baby.”

I can’t abide power plays in work, or having to verbalise your way into a popularity streak. That vibe just isn't me. But man, when I got the word-y wake up call - I saw a level of prowess and respect copywriters often commanded with clients. It got me thinking - I want a slice of that action. Every designer needs to be able to understand and articulate their design choices. And beyond that skill - being able to reflect and write about your ideas, micro copy on a button, a strong bio or a difficult email, will set you apart.

I thought the starting point might be understanding persuasion.. But thankfully it turned into a hunt for writing that serves well. What’s written, then rigorously honed down, so that the moment of clarity for someone else comes in at nano-seconds. That’s an act of service, rather than coercion.

People who’ve helped me level up as a writer:

Chris Do (will challenge you to see yourself as a strategist, not a designer)
Seth Goldin (the Daddy of influence and permission marketing)
Ray Edwards (a master of storytelling and copywriting)
Steven Barlett (phenomenal at using sparse language to open up other people’s stories)
Paul Boag (the original UX evangelist - words, experience and function are connected)

Benefits for loving the craft of writing:

You get paid more.
No, seriously you do.
You’re able to rationalise, point out the benefits and inherent value in your client's service, your ideas and yourself.
You create a greater depth of understanding and reveal more of your thought process. Debunking the illusion of “invisible time” clients feel they’re paying for.
You’re more likely to start a blog, interesting channel or venture with words in your toolkit.
You’re taken more seriously.
You’re taken more funnily. (Who doesn’t love a raconteur?)