When interviewing people, I think young writers can get a little carried away with the Rolling Stone-ness of it all. They want to describe their subjects’ looks and the way they treat the waitress and the African art on the wall. And maybe that’s important. Maybe there’s enough space to fit all of that in. Maybe the person is famous enough to warrant it. But usually not. <\/p>\n
This is the real world where you’re interviewing CEOs of small businesses. And the reader typically needs to get something out of it — if you’re not thinking ahead about why the reader would bit.ly your link and send it along, you’re dooming yourself to obscurity.
\n
\nWe had a situation like that today, so this is what I shot back to the writer:<\/p>\n
\nHere\u00e2\u20ac\u2122s what I\u00e2\u20ac\u2122d propose: re-read over this and ask yourself what Laura can teach all of us. Because at the end of the day, Laura is NOT a celebrity. So we need some utility for this article. What, as someone outside this company, will make this article valuable? Why would I forward this article on to someone?<\/p>\n
Secondly, make your points AFTER you\u00e2\u20ac\u2122ve illustrated them. SHOW our \u00e2\u20ac\u0153distinct culture of internal support,\u00e2\u20ac\u009d rather than tell me. Give me a story. An anecdote. A quote. Don’t tell me he’s funny. Show me.<\/p>\n
\u00e2\u20ac\u0153A skeleton walks into a bar,\u00e2\u20ac\u009d Kevin said, apropos of nothing, talking to apparently no one. \u00e2\u20ac\u0153He says to the bartender, \u00e2\u20ac\u02dcgive me a beer and a mop.\u00e2\u20ac\u2122\u00e2\u20ac\u009d Even camels call Kevin\u00e2\u20ac\u2122s humor dry.\n<\/p><\/blockquote>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":"
When interviewing people, I think young writers can get a little carried away with the Rolling Stone-ness of it all. They want to describe their subjects’ looks and the way they treat the waitress and the African art on the wall. And maybe that’s important. Maybe there’s enough space to fit all of that in. […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,32,5,16],"tags":[],"class_list":["post-267","post","type-post","status-publish","format-standard","hentry","category-copywriting-tips","category-editing","category-interactive-marketing","category-management"],"_links":{"self":[{"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/posts\/267","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/comments?post=267"}],"version-history":[{"count":5,"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/posts\/267\/revisions"}],"predecessor-version":[{"id":278,"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/posts\/267\/revisions\/278"}],"wp:attachment":[{"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/media?parent=267"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/categories?post=267"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/tags?post=267"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}