Technology TransactionsWriting For Real Estate Editors
Everybody thinks they can write well. Few can. But here"s how to write well enough to get your
articles and news releases published locally:
In articles and news releases, begin with a headline that tells what the story is all about. A good "head" lures the editor to read more. Always write headlines for the understanding of the editor. He will write his own headline for his own readers.
Next comes the lead paragraph the story introduction. The "lead" summarizes who, what, when, where, sometimes even telling why and how. A snappy lead should stand alone and still have meaning. It should make one want to read further for more details. Writing a good lead often takes more thought, time and revision than all other paragraphs of the story.
After the lead, additional paragraphs (called the body) fill out the story with increasingly smaller details. Especially in news releases, use the "inverted pyramid" format, in which each paragraph gives less important facts than the preceding one. This enables editors to trim the piece from the bottom up when space is limited.
Gain reader involvement by showing how one might personally benefit from what you"ve written. This is called "empathizing."
Use simple words, and "subject-verb-object" sentence construction whenever possible. After finishing a paragraph, circle all the repeated words. Then, select alternates. Scratch excessive articles and conjunctions such as "the," "then," and "and." This "dead wood" slows reading and is usually unnecessary.
Get to the main point quickly - then add details. Help your reader get the information with a minimum of concentration and effort. Use very short sentences, each with one main idea.
Use concrete words that lend pictures to ideas relating directly to your reader"s experience. Don"t say "...a wood beam," when you mean "an 8" x 12" x 4" kiln-dried, white-oak beam." On the other hand, don"t elaborate unnecessarily.
Make sentences "live" by using active verbs, and a structure conveying rapid movement of ideas. For example: don"t say "Give consideration to ..." when the action verb "consider" is faster and shorter.
Use the reader"s language, nomenclature, and trade terms. Use them consistently to avoid semantic confusion. Don"t call the same thing by possibly misunderstood different names.
When you finish writing the first draft of your document, go back over it until it reads well aloud. Cross out all words which do not add something to the thought at hand. Rearrange words and phrases to improve meaning. Check facts for accuracy. Rewrite all ambiguous statements---words that could be misinterpreted. Replace with words having only one logical interpretation in the context used.
Check all adjectives, ensuring none "editorialize," or overstate a quality or feature.
Put one of these "#" below the last line of your document to signal "the end."
Do this every time when writing about worthwhile topics and you"ll soon become renowned for your compositions. Maybe you can even become a columnist here.