Storytelling: 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.