Great writing doesn’t happen by accident. It’s crafted, refined, and inspired by those who’ve mastered the art before us. From literary icons like Mark Twain and Ernest Hemingway to modern marketing titans like David Ogilvy and Ann Handley, their advice and methods remain timeless.
Whether you’re writing for a blog, a landing page, or social media, these 10 expert writing tips will not only elevate your content, but help you to bridge deeper connection with your audience. Ready to borrow brilliance from the best?
The Foundation of Great Writing
1 ● Start with a Strong Hook
Your first sentence is everything—it’s your invitation to the reader.
If it’s weak or uninspiring, they won’t stick around. Mark Twain famously said, “The difference between the right word and the almost right word is the difference between lightning and a lightning bug.”
Your hook needs to be lightning.
Case Studies: Hooks That Work
Literary Example: Twain’s The Adventures of Huckleberry Finn opens with humor and rebellious charm: “You don’t know about me without you have read a book by the name of ‘The Adventures of Tom Sawyer,’ but that ain’t no matter.” It immediately sets the tone and draws readers into Huck’s world.
Marketing Example: David Ogilvy’s famous Rolls-Royce ad hook reads: “At 60 miles an hour, the loudest noise in this new Rolls-Royce is the electric clock.” It creates intrigue and primes readers to learn more.
How to Write a Killer Hook
- Start with a bold statement: “90% of businesses waste half their marketing budget—don’t be one of them.”
- Ask a compelling question: “What if your content could double your traffic overnight?”
- Use shock or surprise: “You’re losing $1,000 a day without realizing it—here’s why.”
Exercise: Take a bland headline and rewrite it three ways using curiosity, benefits, or a bold statement. Test which one grabs the most attention.
2 ● Embrace the Power of Editing
Ernest Hemingway famously said, “The first draft of anything is sht.”
Writing is an iterative process—your draft is where ideas are born, but editing is where they come alive. Polishing your work transforms a rough outline into something that truly resonates.
Three Essential Stages of Editing
1️⃣ Content: Start big-picture. Does the piece align with your goal? Are any sections redundant or off-topic? Rearrange for logical flow.
Example: If a paragraph veers into an unrelated tangent, cut it or reframe it to tie back to your main idea.
2️⃣ Clarity: Dive into individual sentences. Is the meaning clear? Cut out jargon, redundancies, and fluff.
Example: Replace “The overarching objective is to implement changes to foster improved team productivity” with “This plan improves team productivity.”
3️⃣ Polish: Fine-tune grammar, punctuation, and consistency. This is where tools like Grammarly or ProWritingAid can lend a hand.
Pro Tips for Smoother Editing
- Read Aloud: Hearing your words helps catch awkward phrasing and clunky transitions.
- Step Away: A short break lets you return to your work with fresh eyes.
- Be Ruthless: Cut unnecessary words and aim for conciseness—less is more.
Case Study: Hemingway’s Obsession with Editing
Hemingway rewrote the ending of A Farewell to Arms 39 times to “get the words right.” His relentless focus on simplicity and clarity is why his prose still resonates today.
Exercise: Sharpen This Sentence
- Original: “The comprehensive solution ensures a variety of actionable benefits for workflow enhancement.”
- Edit: “This solution improves workflow.” (Lean, precise, and impactful.)
3 ● Research Like a Journalist
Mark Twain didn’t wing it. His stories were grounded in research and real-life observations. Similarly, David Ogilvy obsessed over product details, believing research was the foundation of great copy.
Why Research Matters
Well-researched content builds authority, credibility, and trust. It also provides the raw material for compelling storytelling.
Research Techniques
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- Start with primary sources: Interviews, case studies, and firsthand accounts.
- Dig for statistics: Back up claims with numbers that resonate.
- Find stories: Anecdotes make your writing relatable and memorable.
Exercise: Research a niche topic. Collect one statistic, one real-world example, and one personal anecdote. Then, combine them into a paragraph.
The Art of Connection
4 ● Write Like You Talk
Hemingway’s mantra of simplicity reminds us that great writing doesn’t have to be complex.
“Write drunk, edit sober” isn’t just a cheeky quip. It’s a reminder to let your natural voice flow, then refine for clarity.
The Value of Conversational Writing
Today, Ann Handley champions this principle. Her emails are a masterclass in sounding human, not robotic. She writes as though she’s speaking directly to one reader, creating intimacy and connection.
From Formal to Relatable
- Instead of: “The juxtaposition of methodologies produces a multifaceted paradigm.”
- Write: “Using different methods gives you a layered approach.”
Try This Exercise:
Rewrite this overly formal sentence: “The implementation of these strategies ensures maximum efficiency.” Now, make it conversational and straightforward.
5 ● Show, Don’t Tell
Mark Twain’s advice to “bring the old lady on and let her scream” underscores the power of showing over telling. When you show, you immerse readers in your world by painting vivid, sensory-rich pictures. Telling leaves them outside of the experience.
How to Show, Not Tell
Instead of simply stating facts, bring the moment to life.
- Telling: “The coffee shop was cozy.”
- Showing: “Warm light spilled from Edison bulbs, and the smell of freshly brewed espresso wrapped around me like a blanket.”
Case Study: Brand Storytelling
Brands like Airbnb use “showing” to create emotional connections. Their website is filled with real stories and images of travelers in stunning locations. Instead of saying, “We provide great travel experiences,” they show it through personal tales of adventure and connection.
Pro Tip: Use the Five Senses
Engage your readers by describing what they would see, hear, taste, smell, or feel in a scene. This technique has the power to go beyond informing, and steps into transporting.
Exercise to Rewrite for Vividness
- Original: “The workshop was inspiring.”
- Rewrite: “The room buzzed with excitement as presenters shared stories of triumph, their voices lifting the audience into applause.”
6 ● Be Authentic
Authenticity is your secret weapon in writing.
It builds trust, fosters connections, and makes your words stand out in a sea of generic content. Whether you’re crafting a blog post or a brand message, leaning into your genuine voice—or your brand’s true personality—creates writing that resonates.
Why Authenticity Works
Readers crave real connections. They can spot hollow clichés or over-polished jargon from a mile away. Authentic writing makes your audience feel like they’re engaging with a real person, not a faceless corporate entity.
As Seth Godin puts it, “People don’t buy goods and services. They buy relations, stories, and magic.”
How to Find and Maintain Your Authentic Voice
📍 Know Your Purpose: Ask yourself “What am I trying to say, and why does it matter?” Clarity in your goals keeps your writing focused and aligned with your values.
Example: Patagonia’s content reflects its commitment to sustainability—not just selling jackets but protecting the planet.
🗣️ Write Like You Talk: Avoid overly formal language or corporate jargon. Instead, write as if you’re speaking to a friend or trusted colleague.
Example: Replace “Our solutions leverage cutting-edge innovation to drive impactful results” with “We create tools that help you get better results—faster.”
🤲 Be Honest: Don’t pretend to be something you’re not. Share your challenges, imperfections, or lessons learned to create relatability.
Example: Instead of, “Our product is perfect for everyone,” try, “We’re perfect for small businesses looking to simplify their workflows.”
✌️ Lean Into Your Personality: Whether your voice is playful, bold, or serious, let it shine. Consistency is key to building recognition and trust.
Example: Take Mailchimp—their playful, quirky tone is baked into everything from error messages to newsletters. That humor-forward personality helps them stand out in a sea of bland marketing platforms.
Examples of Authenticity in Action
Ann Handley —In her newsletters, Handley writes in a conversational tone, sharing personal anecdotes and mistakes to connect with readers.
Nike —Nike’s brand voice reflects its audience’s drive and ambition, consistently using direct, motivational language like “Find your greatness.”
Patagonia — Authenticity for Patagonia isn’t just in words but actions, such as donating profits to environmental causes.
How to Avoid Inauthenticity
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- Ditch the Buzzwords: Phrases like “cutting-edge,” “disruptive,” and “best-in-class” often sound hollow unless backed by substance.
- Avoid Trying Too Hard: Forced humor or overly casual language can backfire if it feels unnatural. Know your audience and adjust your tone accordingly.
- Stay Consistent Across Channels: Your website, social media, and emails should all reflect the same authentic tone.
Instead: Focus on what makes you unique and explain it clearly.
More Tips for Writing Authentically
⌨️ Freewrite First, Edit Later: Let your natural voice flow in the first draft, then refine for clarity and focus.
Example: Start messy, writing as if you’re explaining your idea to a friend.
💭 Ask for Feedback: Share your writing with trusted peers or readers.
Ask: Does it feel genuine and does it align with your intentions.
🔖 Infuse Real Stories: Share personal or brand stories to connect on an emotional level.
Example: “We started in a garage with nothing but a laptop and a dream. Now, we help thousands of small businesses grow.”
Exercise to Craft Your Authentic Voice
- Take this generic sentence: “Our platform is designed to optimize efficiency for users.”
- Rewrite it authentically: “We built this platform to save you time so you can focus on what really matters.”
Authenticity is simply being real. So when you let your true voice shine, your writing instantly becomes more relatable, memorable, and impactful. The result? A deeper connection with your audience and writing that truly stands out.
7 ● Appeal to Emotion
Emotion drives action. While logic informs, it’s emotion that persuades and compels. Whether you’re writing an ad, a blog post, or a social media caption, emotional resonance can transform your words from forgettable to unforgettable.
As Edward Bernays, the father of public relations, proved time and again, tapping into feelings like empowerment, fear, or nostalgia inspires readers to take action.
Why Emotion Matters in Writing
People connect with stories and ideas that make them feel something. A study by Harvard Business School found that 95% of purchase decisions are driven by emotion. When you write with emotion, you create a deeper bond with your audience, fostering trust and loyalty.
How to Tap into Emotion
Identify the Emotion You Want to Evoke
Ask: What do I want my audience to feel?
Motivated, comforted, inspired, or even uneasy? The emotion should align with your message. A fitness app might evoke empowerment, while a home security company might use fear of the unknown to drive action.
Use Vivid Language
Replace dry, factual descriptions with sensory, emotion-rich phrasing.
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- Instead of: “Our solution saves time.”
- Try: “Imagine finishing your workday early, stress-free, and with time to spare for what matters most.”
Tell a Story
Stories are inherently emotional and help readers see themselves in your writing.
Example: “When Jane started her business, she struggled to keep up with orders. She felt overwhelmed and unsure where to turn—until she found our platform. Today, she runs her business with ease and confidence.”
Appeal to Core Desires
Tap into universal emotional triggers like:
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- Belonging: “Join a community of over 10,000 creators just like you.”
- Achievement: “Unlock your potential with this proven system.”
- Fear of Loss: “Don’t miss your chance to save 50%—offer ends tonight.”
Case Studies of Emotional Appeals
Apple’s “Think Different” Campaign
Emotion: Inspiration
How: The campaign highlights creative rebels and visionaries, encouraging viewers to see themselves as part of a revolutionary movement.
Dove’s “Real Beauty” Campaign
Emotion: Empowerment and Self-Love
How: By featuring diverse, real women instead of models, Dove created an emotional connection around self-acceptance and authenticity for women. 20 years later, they’re renewing that campaign for empowerment in today’s self-image paradigm.
Charity: Water’s Storytelling
Emotion: Compassion
How: By sharing real stories of individuals who benefit from donations, Charity: Water turns statistics into moving narratives.
Practical Tips for Writing with Emotion
Start with “What If”: Pose a scenario that draws readers into an emotional journey.
- Example: “What if you never had to worry about managing your finances again? Imagine waking up with peace of mind, knowing everything is under control.”
Evoke a Shared Experience: Reference universal emotions or experiences your audience can relate to.
- Example: “Remember the excitement of your first big win? Let’s create that feeling again.”
Paint the Consequences: Show what life could be like with or without your product or message.
- Example: “Without proper planning, businesses fail. But with the right strategy, yours can thrive.”
Exercise: Add Emotion to a Sentence
Take this flat sentence:
“Our product is effective and affordable.”
Rewrite it with emotion:
“Imagine achieving your goals faster—without breaking the bank.”
Common Pitfalls to Avoid
- Overdoing It: Too much emotion can feel manipulative or insincere. Balance emotion with facts and credibility. Example: Instead of “Your life will be perfect with our app!” write, “Our app simplifies your busy day, giving you more time for what matters.”
- Ignoring Your Audience’s Emotional State: Make sure the emotion aligns with what your audience values. A playful tone might not work for a serious issue like financial planning.
- Overcomplicating the Message: Keep it simple. Don’t let flowery language dilute your emotional impact.
Exercise to Identify and Evoke an Emotion
Choose an emotion your audience values: Empowerment, comfort, excitement, etc.
Write a short paragraph that evokes that feeling:
Empowerment: “You have everything it takes to succeed—our tools are just here to help you take the next step.”
Techniques for Lasting Impact
8 ● Create a Rhythm
Great writing has a rhythm—it flows effortlessly, guiding readers through your ideas without monotony or confusion.
Just like music, the tempo and variation of your sentences keep readers engaged and emotionally connected to your message. If all your sentences are the same length or structure, your writing will feel flat. Varying rhythm creates a dynamic, enjoyable reading experience.
Understanding Rhythm in Writing
Short Sentences: Add urgency or emphasis. They hit hard and leave a strong impression.
Example: “It was quiet. Too quiet.”
Long Sentences: Provide depth, detail, or reflection. They give the reader a moment to pause and absorb.
Example: “He had spent the entire afternoon sitting by the window, watching the snow drift lazily to the ground, lost in memories of a simpler time.”
By alternating these, you create a natural ebb and flow that draws readers in.
Pro Tips for Mastering Rhythm
Vary Sentence Length
Mix short, punchy sentences with longer, descriptive ones to avoid monotony.
- Example: “The sky was gray. Heavy clouds loomed overhead, threatening rain at any moment. Then, in an instant, it poured.”
Start Strong, Finish Stronger
Use a short sentence to open or close paragraphs for impact.
- Example: “This was his final chance. Failure wasn’t an option.”
Use Parallelism
When listing or comparing ideas, use parallel structures to create a pleasing cadence.
- Example: “She loved the beach for its sunsets, its salty air, and its endless horizons.”
Case Study: Hemingway’s Rhythm
Ernest Hemingway was a master of rhythm, using simple, repetitive structures to create both clarity and tension. Consider this from The Old Man and the Sea:
“He was an old man who fished alone in a skiff in the Gulf Stream… Everything about him was old except his eyes and they were the same color as the sea and were cheerful and undefeated.”
Notice how the short opening sentence sets the stage, while the longer one adds detail and emotion, pulling readers deeper into the scene.
Common Pitfalls to Avoid
- Overuse of Long Sentences: They can confuse or overwhelm the reader if not balanced.
- Too Many Short Sentences in a Row: This can feel choppy and disjointed.
- Repetitive Patterns: Avoid starting every sentence the same way. Mix things up.
Exercise to Experiment with Rhythm
Write a paragraph using the following structure:
Punchy opening sentence: Grab the reader’s attention immediately.
Example: “Time was running out.”
Descriptive middle sentence: Provide details, context, or a deeper explanation.
Example: “The clock on the wall ticked louder than it should, the sound echoing in the silence of the empty office.”
Crisp closing sentence: Wrap up the thought with clarity or finality.
Example: “He had only five minutes left.”
Transforming Monotonous Writing
Here’s a dull example: “The house was old. It had creaky floors. The walls were covered in peeling wallpaper.”
Rewrite with rhythm: “The house groaned with age. Its wooden floors creaked under every step, while wallpaper peeled from the walls like forgotten memories.”
9 ● Use Active Verbs
Active verbs energize your writing, creating momentum and clarity. Passive voice, on the other hand, saps energy and leaves readers feeling detached.
As Edward Bernays understood, powerful language doesn’t just describe—it inspires action.
Why Active Verbs Matter
Active verbs make writing more direct, engaging, and authoritative. For example:
- Passive: “The project was completed by the team.”
- Active: “The team completed the project.”
Modern Case Study: Nike
Nike’s “Just Do It” campaign is a masterclass in using active language. Imagine if it read: “It is recommended that you try doing it.” The impact would vanish. Nike’s use of commanding verbs—run, push, create—keeps its audience inspired and in motion.
How to Identify Passive Voice
Look for “to be” verbs followed by a past participle (e.g., was written, is designed). These constructions often signal passivity.
Exercise to Transform the Passive
Take this paragraph and rewrite it actively: “Mistakes were made. The document was reviewed by the team yesterday, and a decision will be reached later.”
Rewrite: “We made mistakes. The team reviewed the document yesterday, and we will decide soon.”
10 ● Invite Engagement
Writing isn’t just about delivering information. Writing sparks action. Edward Bernays mastered this by crafting messages that compelled people to participation.
Today, calls to action (CTAs) are where your words turn into results.
The Psychology Behind CTAs
Great CTAs leverage:
- Curiosity: “What happens next? Find out here.”
- Urgency: “Limited spots available—sign up today!”
- Benefits: “Transform your workflow with one simple tool.”
Modern Case Study: Duolingo
Duolingo’s CTAs stand out for their simplicity and appeal. Phrases like “Start learning for free today” and “Get 15 minutes closer to fluency” emphasize accessibility and progress, not just the action itself.
Tips for Writing Engaging CTAs
- Focus on outcomes: What’s in it for the reader?
- Use action-oriented language: “Discover,” “Join,” “Unlock.”
- Avoid generic phrases: Replace “Click here” with something specific and enticing.
Exercise to Rewrite a Flat CTA
Original: “Subscribe to our newsletter.”
Rewrite: “Get weekly tips to grow your business—straight to your inbox.”
In Conclusion
Great writing is an art, but it’s also a skill you can master with practice. Whether you’re channeling Twain’s wit, Hemingway’s brevity, or Ogilvy’s precision, these 10 tips will help you craft your next piece of content in a way that connects, compels, and converts.
Pick one tip and apply it today. Rewrite a headline, craft a better CTA, or experiment with your rhythm. With consistent effort and exploration, your writing will not just improve, but truly shine. 📖✨
