On one hand, the interwebs is a tangly mass of blah-ish noise. On the other, it’s an inspirational supernova and source of greatness. Oh, the dichotomy, the chasm of contrast! Think of it like this: what happens when you mix together the paint colours on your palette? It always turns to beige. Always. That’s content in essence; unless it’s creative, relevant and crafted, it’s just beige noise.

Okay now let’s sit up, smooth our ruffled brows, brush off the negative nay-saying and start from the very beginning like Julie Andrews (but without the mountain spinning).

Get it down people.

You’ve got a gym membership you’ve not used for a year. Sound familiar? So too, you’re basically an oracle in your field – In. Your. Head. There’s no utility in intention alone, it’s got to be backed by action. No matter what your block, if it comes in point format, if you need to sketch it, if you speak it to that little memo app you’ve been meaning to use – just get it down. Afterwards you can train and tailor it.

Talk when you’ve got something to say.

We’ve all been there – the painful silence with a mismatched companion where conversation has inexplicably centred on wildlife for the past 20 minutes. It peaked at ‘So – do you think bears have bad breath?’ and hit a low with ‘I think penguins are nature’s comedians.’ If silence is better, shut up, it’s more interesting.

Conjure up a someone.

Don’t talk to an amorphous mass. Make metaphorical eye contact with a person you know who represents your audience and write to them. You wouldn’t talk to a child in the same tone as you’d talk to a lawyer. Talk to a butcher like you’d talk to a baker and you end up with a multigrain chicken or a T-Bone baguette. Adjusting your tone is both respectful and effective. Being real is appreciated.

First is the worst.

Creativity can be about spontaneity but just because it happened first, doesn’t mean it should stay. Most of the time, the first thing you write will resemble the proverbial cliché. You’ve got to get the black jelly beans outta the jar to get to the red ones. Push pass your new sentence on the block and make it work harder. Employ craft, inhabit the anti-obvious.

Make meaning.

Meaning is what separates us from the amoeba. Amoeba’s just are, they exist in a zen-like predisposition, doin’ what amoeba’s do. We have choice, we have depth. When we struggle with things in our lives, it’s most often the meaning we assign to happenings, words and context that motivates or moves us. Individuals make meaning, so make sure you write with resonance. Hit nerves, strike chords, paint personal pictures, be relevant and work from the inside out.

Kill the ‘amazing’ superlative.

Be gone ‘brilliant’ ‘amazing’ and ‘excellent,’ farewell our insincere go-to declarations. Stretch your expression muscles, get over the ‘wonderful’ wall and see what thunderingly triumphant word is on the other side. Chances are it’s been said before so why not say it with personality, authenticity and gusto. Say it, don’t bleat it; don’t be a sheep. Tell a story, put your message inside a well thought out arc. Be better than ‘amazing.’

Get ahead with headlines.

What would you rather read:

Council Builds Popular Dam.

or

Dam; we love our puddle

Keep it compact, long headlines are like the drawn out end of a phone call where both parties just want to hang up. Give an indication of what the audience is going to read but package it as a teaser – you need to harness the potato chip factor… can’t stop at just one. Remember ‘Once you have written your headline, you have spent 80 cents out of your dollar.’ (David Ogilvy)

Get a third eye

We all know the feeling of being too close to something. You’re immersed in the deep hole of research, you’ve held your entities hand through it’s online emergence. You’ve sent your baby out into the loud interweb land. You’re a mentor, your adoring eye can see no wrong. Get a friend to read your content.