It’s great if the writing’s clever, but is it good?
Craft, Just for kicks, editing, writing No Comments »One of my first jobs was at a magazine that basically had a typo for a name. Of course, it was done on purpose, you know..because it was so clever.
So clever, that at a meeting with a potential client last week, I was asked if that was a typo on my resume.
This happened a lot while I worked at the magazine. I usually had to spell out the name mind numbingly slow (a as in apple, n as in Nancy, for ten whole letters) every time I gave out my email address.
And the thing is, half the time people didn’t get the play on words the magazine was going for. The other half would hesistantly ask, “You know that’s not how it’s really spelled, right?” So then we’d have to explain it to them, and they’d just nod and smile.
The thing with good writing is that it’s like a joke—if you have to repeat it and explain why it’s good, it’s really not that good. Writing shouldn’t need to be read twice (though people should want to), shouldn’t need to be analyzed over and over to find meaning. The message needs to hit a reader the second their eyes register the words, because they won’t often give it more time than that.
Now I know it’s true that being clever is often what will catch a reader’s attention. I’ll never knock clever. Some of my favorite writing is witty and funny and sarcastic in all the right places. But it has to serve the message first.
Otherwise you’ve just got a bad joke (in print!). And you’ll find yourself wishing you could put an asterisk at the bottom of your resume—
*To whom it may concern: I realize that this word is misspelled, but I assure you that it was done on purpose, and, more importantly, I was not in any way involved with that decision.

On a trip to San Francisco over Labor Day weekend with my husband, we were having Clam Chowder and Crab Dungeness at this little bistro on the Wharf. The tables were small and very close to one another, and pretty soon, instead of focusing on how romantic it was, I found myself eavesdropping on the conversation next to my table. I couldn’t help it — they were talking books! And, I reasoned, it’s part of my work. The best way to write great dialogue is to listen to how people talk. It was a mini-lesson in in how dialogue can reveal character.
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