How To Write As You Talk.

How To Write As You Talk.
George Rusky
October 2004

One of the most frequent instructions we receive from the copywriting authorities who want us to write better is: write as you talk.

O.K. I, personally, agree. I’m not against it.
As a former teacher of history I am used to talk a lot.
As a current business consultant I also talk much. Sometimes my wife says:”You talk too much,” and she is probably right.
Whenever it happens, I, trying to defend my orator’s status, boldly declare:” I’m paid for what I say, darling! If I shut up, as you wish, we won’t be able to shell out the bills with all the ensuing consequences.”
I don’t know if she agrees, but her malicious attacks discontinue. Not for a long time, though :-)

Now, as I started writing articles, the same story repeats.
This time it goes:”What is the point of spending (she definitely wanted to say: ’wasting’) that much time in front of you computer, writing God knows what!”
“You’d better…” then follow variants of more lucrative activities for my heart, body, soul, and family affairs, of course.

This time I can’t say, I’m paid for that. I hope to be, one day, one glorious day!
So, anyway, everything is in a good time.

But, back to talking –writing tandem.
As I said, the idea of writing as you talk is fine. But the question of questions is: “Do I talk good enough, to transfer my talking on the paper, or rather, on the screen of the computer?”
“What if not? What if my talking is under the level acceptable for writing?”

Last week I had an amazing discussion with my clients about telling stories.
“What is a good storyteller?” I asked them.
To my entire surprise, seven out of eight participants of the talk announced they were not good storytellers and thus could not think of entertaining their listeners by telling stories!
Wow! A discovery?
Hardly so.

Speaking to the audience is a talent, a gift, a matter of years of drilling, mastering.
Does that mean we first need to master the way how we speak to people, communicate with them, influence them and persuade them to do what we want them to do?

Before joining a local speaking club, let’s put everything on their right places and sort out what we already have.

First.
Notwithstanding the way you talk, you have the right to record your words for someone to read. Period.
Think of a note your write to you next of keen, say, about your unplanned trip, or asking your son to walk your dog, or go to a grocery. You write it in the same way as you talk to you son. Anything odd will not work. I always put something like this: “Walk out Cristina!” Short, clear.

Second.
As you write, always think about your readers. Will they accept your writing as good time investment for them? Do they read your stuff as a side-line work, or they devote to it their prime time?

Third.
Never ever try to show off, to display your knowledge, however deep it may be. Unsolicited demonstration of knowledge will draw away your readers.
Imagine, how stupid it may sound, if you talk to a waitress :” I wonder, if you would be kind enough to give me a cup of this incredibly smelling blah,blah,blah…”

Fourth.
Writing is an act of addressing to an individual, not to a crowd, to a carefully selected reader.
I know what you are going to say. Books are written for millions, not for individuals.
Well, yes and no.

Consider this. How often you have heard: ”That’s a great movie, you can’t live without it?” Or:” This book is just a masterpiece, a must for everyone”
You go to the movie, you read a couple of pages of the book. Not much impressed.
Something in them did not touch you.
So, I will repeat that: as a writer, you must know who your reader is and what she wants to find in your writing.

Fifth.
Always try to talk to your readers, to ask for their feedback. If only there’s something you feel they want different, or they dislike, immediately change it.
As a bearded maxim goes:” He who pays - orders the music”

Sixth.
Once and forever identify your stand of a writer: you are on-line to serve your readers, not to cherish your ego. Chose the motto for your on-line presence: “At your service!”

Sevenths:
What ever you write, always do it with love. Love your writing, and others will love that too.
Even though you hope to get some money for your writing, (nothing’s bad about it, is it?) write as if you look into you reader’s eyes and say: “I want to tell you something that will solve all you problems as soon as you hear this.”

When your readers see your love in your sentences, they will pay for your writings their ‘last penny.’