Preamble: This post was originally written in late 2006. It's my answer to a common question I get quite often. It needed an update, so here it is.
Someone recently asked me this question: “I was wondering, ‘What keeps Michel Fortin writing?' I mean, Michel, what is your 3, 5, or 7-point formula to get an article on paper? What are some of the specific steps you follow?”
1. I Subscribe to Stuffs
I try to stay on top of my industry.
I'm subscribed to many newsletters and blogs, and I read every day. The wonderful byproduct of being immersed in my industry is that something I've read will stir a few ideas in my mind about something worth writing.
Not only that, but Feedly's premium version has a built-in machine learning tool called “Leo,” which, based on my reading history and saved articles, will prioritize my feeds so I first read articles I want or prefer. If I don't have much time, at least I get to read as many of the most important ones.
I have feeds filed in several categories, including SEO, PPC, Copywriting, Marketing, WordPress (my preferred CMS), Google (all things Google), and Psychology (including ADHD).
I can also do an external keyword-based blog search so that Feedly finds feeds I might like to follow. Of course, I also have a search based on my name, my clients' names, and any brands I follow.
As for email, I file newsletter issues that I may use in the future and delete the rest as soon as I read them. But nine times out of 10, I will view the online version of the email and save it in Pocket.
In terms of software, I have used Ulysses, Grammarly, and Google Docs. But these days, I write directly into WordPress (Gutenberg). I might also use my text editor, which is UltraEdit for Mac.
Aside from Pocket and Feedly, I also use Google Keep. I used other note-keeping tools like Evernote and OneNote, but I still come back to Keep. It's simple. I also use a few Chrome extensions that add some needed features, like color-coded categories, adding indents, “save to keep,” etc.
The latter is important. If come across an article that has a passage I want to cite or need, rather than saving the whole thing (and forgetting what passage I wanted or why it was important), I select it with my mouse and right-click to save the selection to Google Keep.
2. I Start With The Skeleton
Articles ideas don't have to be new. What's new is my take on it. Something on which I want to opine or express my point of view. So a new article may be as simple as my own way of looking and expressing an existing topic.
I start with an outline, a skeleton article, with a series of bullets to prompt be about things I want to talk about. Sometimes, there are quite a few of them. Other times, there are none at all. I just start with a story or goal.
But if I do start with a skeleton article, I write down bullet points that represent what I want to cover in that section. Basically, they're idea blocks. But they're not written in stone. I prefer to remain flexible since, after I start writing, the flow might take me in a different direction.
The skeleton allows me to see, at a glance, the overall flow. I reorganize them if I feel there's a better structure and organization of ideas. Some points are best mentioned in strategic locations (whether it's storytelling, pacing, or clarity), and the outline allows me to do exactly that, even before I start writing.
I write in two ways:
- I start writing and let it go. (Cue Frozen soundtrack.)
- I start with the outline and expand each idea block.
The first often occurs when I have a pretty good idea of what I want to write about. Sometimes, I'll start with a personal story — something that happened or came across — that I feel will be a fitting idea to discuss.
I only use the articles I save (see previous section) to prompt me. When I get an idea to write something, and it's really good, I try to write it then and there. Largely because of my ADHD, my short-term memory is atrocious. So when I have an idea, if I don't write it the moment I think of it, I'll forget it.
If I'm really pressed for time, I'll save it and make notes. I'll create a new post in WordPress, add the skeleton points I want to cover, and save it as a draft.
But I try to avoid this because, when the idea hits me, I tend to think of a hundred things I want to go over in that article. So even with the notes, I'll forget the bulk or depth of ideas that I wanted to address. I then get frustrated, which impedes my writing.
3. I Put Meat on Them Bones
Writing keywords in bullet form to expand on into full paragraphs is a way to give me a high-level view of the article structure at a glance — much like I do when I create content architectures for SEO purposes.
The bullet points are based on topics I want to cover, but the flow is important to make sure the reader gets the point I'm making. I'm not fabulously skilled at this, but it does help. I also write copy the same way. And essentially, the bullet points often become headers, too.
But bullets point are prompts. Guideposts, not goals. I might change them or go in another direction entirely if I feel there's a better idea or storyline.
I start with a key idea or point, perhaps a lede or hook, but might change this once I expand on the bullets and realize there's a better way to start the article.
I finish with a simple recap, as you may already be aware. But sometimes, it's a key point, an actionable step, a question to ponder, or a cliffhanger (maybe leading to another article).
I temporarily put my “critical editor” hat aside and I just keep writing. It's not easy, but I try to simply let it flow and don't even stop to read what I've written. Once done, I stop, read again and edit for style and grammar — of course, with the kind help of Grammarly or Google's spellchecker.
Sometimes I'll take whole sentences out I feel were just fluff. Other times, I'll add new ones in for more depth. I'll also rewrite passages I feel aren't clear. And I'll cut and paste some paragraphs where I feel they belong best.
In terms of proofreading, I re-read. But when I have a chance, I read the article out loud. I do this because I often miss things that are blatantly obvious. I read like I write. So I will miss things that are easier to spot when I “hear it” instead.
Plus, if I pause, fumble, re-read (because it doesn't sound right) at any point, then I know that I need to rewrite it for clarity.
There you have it.
It's not as magical as some people make it out to be.
Remember to be a sponge in whichever field you're in, and to squeeze the sponge when you need to. Thought leadership comes from having insights, but you can't pull any insights out of thin air.
If you ever feel you have writer's block, it's usually an excuse. It's your inner critic trying to force what you want to say to be perfect. As Dori Clark once said, “It doesn't need to be perfect, it just needs to be good and to be done.”
Once you start, even if you don't know what to say, ideas will start flowing.
But if you feel you truly have nothing to say, then that's a clue that you need to read more, get more information, learn more, subscribe to more stuff, and do more research. Because the sponge, after a while, will become so full that your ideas will be more than flowing, they will be overflowing.