How to Write Good, Brief Editorials
March 20, 2008
We have high standards at Early to Rise. We want our free e-zine to be the best of its kind in the world. We want our readers to benefit from it. We want them to love it and buy products that we advertise.
It all depends on how good the writing is. That's why sometimes, when I see ordinary writing in ETR, I send out a message to the editorial staff, reminding them of our high standards. You might be interested in what I had to say.First, let me give you the brief so you can decide for yourself how good it was. Then I'll give you my memo.
The Brief:It's Good to Know: The Pros and Cons of Lead Paint
Lead paint, specifically its use in children's toys, has been in the news lately, with several companies issuing recalls for imported toys covered in the stuff. If ingested, lead paint can cause brain damage and other serious problems. The U.S. government banned its use in children's products, hospitals, and residences in 1978, but it may surprise you to learn that it's still widely - and legally - used. It is on road signs, ships, heavy equipment, bridges, and the like. Why? Because lead paint is cheaper, brighter, and more durable than its less-toxic cousins, and it's also mildew-resistant.Here's what I sent to the ETR editorial staff:
This brief...it's not up to our standards. It is totally conventional, accepted wisdom...
So much so, that I doubt the truth of it. I'll bet you that in the future studies will show us that all this worry about lead was greatly exaggerated. In fact I read an article that made that point a few years ago. I don't remember the details but I do remember that the writing was GOOD....It is also a fuzzy idea....it says the good and the bad....This is EXACTLY what magazines do....leave you in emotional limbo by pointing out both sides of every issue....That's good for them because they are in business to sell watches and cars....and people need to be emotionally neutral to buy merchandise like that
But we are in the business of selling cutting edge, contrarian ideas...and we aren't wishy-washy about it.All articles have to be up to our ETR standards....
They have to...- express one GOOD idea
- be written cleanly -- i.e. a Flesch-Kincaid grade of 8 or less (the article in question has an FK score of 9.8)
- convey an emotion
By GOOD IDEA I mean one that is:
- Cutting edge or contrary, not conventional and accepted
- Consistent with ETR's view of the world
An idea doesn't always have to be USEFUL to be good, but when it is useful we should point out how to use it.
posted by M. Masterson @ 10:55 AM,
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