Michael Fortin, professional copywriter, thinks you ought to be in pictures when you are writing. And it’s doesn’t matter what you are writing either. I completely agree with him. There is no better way of describing anything than using picture words to illustrate your point. Build the picture in your mind, then find words to describe the picture and bring it alive.
Here is a simple exampe of what I mean,
It was a beautiful spring morning with gloriously blue sky. I enjoyed the short walk to pick up my car from the garage, when a marvellous sight took my breath away. As far as the eye could see were cherry blossom trees in full bloom both sides of the road. A deep red vermillion, then a brilliant white. What a sight. They stood like sentries guarding the entrance to an enchanted land.
Okay, this style of writing might not fit with a product description or writing about something more mundane. But do you get the message? Find ways to use words which create pictures the readers can see. The AWAI sell a travel writers course, which is excellent by-the-way, and one of the key teaching points is describing using picture words.
To spur you mind to think this way, try using metaphors and analogies, which describe situations we all understand to illustrate the point you’re making. We use them in our language all the time, perhaps without realising it. For example, “people at head office move slower than a glacier”, “it’s about as useful as a chocolate fireguard”. Combine metaphors and analogies with picture words.
Use your descriptions to tell a story. We all love stories. Stories draw people into your writing. As a child we learned to love stories and storytelling. As adults it still attracts our attention and holds it. So whatever feature, benefit or situation you want to convey, find a story to illustrate it. Then weave in your picture words.
And whatever you are writing, always come full circle. What do I mean? If you look, you will notice good writers come full circle by ending as they started. The last sentence or paragraph makes reference to the first, the headline or title of the writing. It brings a sense of completenesss to your writing. The end of the story.
Learning to write in pictures makes you a better writer. We all benefit.
