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Observations and insights about content, copywriting and the French languageStorytelling: writing to better capture attention
Above all, the art of storytelling – whether it’s a descriptive hook or the creation of full-fledged narratives – refers to the idea of writing text that takes into account the most fundamental component: the reader. Then come a brand’s tone of voice, the impact you want to produce and, chiefly, the conversion you wish to generate. Here are a few observations, tips and avenues for reflection when it comes to storytelling.
No time to put together a client brief?
Dear decision-making friends: a brief is not about firing off an email with 14 information-dense attachments. No good copywriting is ever feasible without a clear and concise brief delivered before any work is undertaken.
Writing hack: (re)read as you listen
I love Microsoft Office 365’s text-to-speech (TTS) feature (using the Alt+Ctrl+Space shortcut). It makes it possible to hear text written in a Word document read aloud, thus experiencing it in a whole new light.
CAPITALIZED words? Not always
A friendly piece of advice: if the name of your business/brand/product is written in CAPITAL LETTERS, it’s okay to carry that decision over to your marketing and advertising materials. That said, it would be a major misstep to insist on the all-caps spelling in your press releases, articles, blog posts or branded content, purportedly to stay on brand.
Antidote, je t’aime
The Antidote software does magical things. It’s a best friend to thousands of writers in Quebec and throughout the Francophonie. Hence, in addition to spotting typos and suggesting extremely accurate synonyms, its fantastic related functionalities would merit further exploration.
Is the press release still relevant?
So long, press release? Au contraire. You can even make it the crux of your story, especially if its contents are specific, informative and compelling. As a freelance writer, I figure I’ve written, translated or improved close to 1,000 press releases, for a diverse range of agencies and businesses, from artisanal workshops to multinationals, and from government ministries to school boards.
LaPresse+ / XTRA: Prizewinning content at the 2018 Tac-Til Prize
Seeing your efforts rewarded is always a gratifying thing. In recent years, branded content has set itself apart and really taken off. Many clients and agencies have put their trust in me to craft content that’s adapted to their tone, in accordance with a host of variables and (often unforeseen) issues.
Interview with Phyllis Lambert
A rendez-vous with Phyllis Lambert at the Canadian Centre for Architecture (CCA) is both mythical and quasi mystical. Lambert is a remarkable woman. She has built a portion of the Montreal that is both immediately recognizable and permanent, but also the invisible Montreal—the one that never saw the light of day, thanks to numerous initiatives to safeguard its rich heritage.
Interview – La librairie francophone
Participating in a radio program broadcast throughout the French-speaking world is both intimidating and exhilarating. This show, masterfully conducted by host Emmanuel Khérad, is one of my weekly rituals.
Finalist for Radio-Canada’s Prix du récit (Storytelling Prize)
Writing a short story inspired by real and personal events provides a fun playground for experimentation. Especially when the story homes in on a quest—in this case, for an admiral’s cap—with the intention to offer it as a gift to my grandfather Raoul. A path strewn with pitfalls, but also one happy memory.