So you have to write a blog post (a guide for non-writers)

So you have to write a blog post.

You have a pretty good idea of what you want to write about, but there’s just one problem: the last time you strung words together for something that wasn’t an essay or a business document, you were a couple of feet shorter and maybe a little too excited about Pokémon.

Where do you start?

Here’s a surprise: as much as I love them, I’m not going to tell you about grammar, punctuation, and spelling. Having edited hundreds of pieces of writing, I can confidently say that the most difficult jobs are never difficult because of a comma splice or a few run-on sentences.

If you’re coming back to writing from a long hiatus, or just don’t feel confident or comfortable filling an empty word document, here are a few tips from someone who does this stuff every day:

• Stick to what you know.

When you’re passionate about a subject, it shows through the way you talk – and the way you write. It’s contagious, too: the more you care about your topic, the more invested your readers will be. (I talk about this a little more in my post about authenticity.)

This isn’t to say you should limit yourself only to your lived experiences and the knowledge you hold right now. That’s what I used to think, and it didn’t get me far because I didn’t have a lot of experience and knowledge as a young writer. It’s all about having that interest in knowing more, and doing the research to fill in the gaps, rather than trying to be sound like someone you’re not. Bonus: you might get to learn something new!

• Have one main idea or claim.
  

Your post has to be about something. And not just that; it needs to say something specific about that topic. Spend some time upfront coming up with a sentence or two that describes the key message you want your reader to walk away with, and why it’s important for them to know it.

Yes, I said the key message. One. That’s because everything you write in your post will work to support that message. Any more, and you’ll find yourself writing a novel or confusing for your readers.

• Get to your point quickly.
  

Now that you have a focused point, don’t waste too much time before you share it with your readers. You can devote a little space to setting up the punchline, of course, but our guppy-like attention spans will only hold out for so long before we swim away to the next shiny object. I usually aim to make my point within three short paragraphs, if not sooner.

Sometimes it’s fun to open with a story or experience, though, which generally takes a little more room. That’s okay as long as your readers know it’s moving toward something and they’re relatively entertained. But still, don’t wait until halfway through the piece to let us know what you’re trying to say.

• Show, don’t tell.

Sure, you could say “a lot of people really love macaroni and cheese in Canada.” That’s an example of telling. But it’s much more effective to demonstrate that fact rather than state it. For instance, you could say:

Canadians eat 55% more Kraft Dinner than our American neighbours

In 2015, Canadians purchased 1.7 million boxes of Kraft Dinner, out of the total 7 million boxes sold globally each week. (source: Global news)

Don’t just tell your readers what’s what; describe it with numbers, facts, and feelings. Appeal to their senses.

• Revise, revise, revise.

The first draft of this post wasn’t something I’d share with anybody, ever. I wrote it for me, to get my ideas down on proverbial paper and fill in this once-empty word document. That’s what first drafts are all about: they’re messy, they’re ugly, and you might even hate what you wrote. It takes a few passes to get a piece of writing ready for your readers.

Once you’ve pulled those ideas out of your head, you can start to make them sparkle. Test it for the big things like logic and whether your ideas support that main point, as well as smaller improvements like awkward sentences and redundant words. If it “sounds wrong” when you read it out loud, you can make it better.

• Find a good editor.
  

A second set of eyes will help you figure out how your post will land with readers and spot anything you’ve missed. Ideally, this is someone who has a solid grasp of the language you’re writing in. If semicolons aren’t your forte, but your sales lead is writing a novel in their spare time, see if they’re available for a quick look. The key is finding someone to balance out your skills.

Just don’t give them that messy first draft and expect them to work some kind of hidden magic – it really doesn’t work that way, and they might be reluctant when you ask them for a review next time.

By far, the toughest editing jobs I’ve ever had come from someone who has skipped some or all of these points. The good news is, you don’t need to be a good writer – or even like writing all that much – to put together an interesting post worthy of a good read. (Remember, you’re not aiming to win a Pulitzer.) It’s more about planning, research, authenticity, and that all-important revision.