Writing for Web: Telling a Story

Once upon a time there was a writer typing on a laptop while sitting on the couch. Or maybe at a desk or at a table in a coffee shop?

R. Petty with her laptop (in cartoon format)

However you write it, that opening sentence begins a story. It may lead to a fantasy land full of talking animals or vampires, or to a place familiar and realistic. Either way, it’s a beginning.

This week discusses how to tell a good story. I am not a creative writer, so this chapter was helpful as Felder explained tips on how to write a story. Of course there are the basics, such as plot, character development, and conflict, but I want to zoom in a little closer.

How do you start a story?

Many writers feel this is the hardest part. I know I do, and I will put a book down if I get 50 pages in and I am not interested. The beginning is just as important as the rest of the story and can make or break your content.

New writers may feel they have to set everything up before starting the action, but Felder believes this is a mistake. Her advice is to jump in! Start with a hook. These are the first two to three sentences that start your story, and here are a few ideas to help guide you through them:

  • An exciting event. Maybe you dump your reader in the middle of a race, a robbery, a love scene, or an adventure.
  • An interesting character. Someone who is unusual, someone who thinks unlike most people, or someone who a reader will immediately sympathize with are all ways to use a person as a hook.
  • Put a character into real trouble. Immediately, start with a conflict to create suspense.
  • If you haven’t developed characters yet, what about a strange event? An event that stands out and urges the reader to keep going to discover the outcome.
  • Many authors love to set a scene. This gives readers a chance to envision a world that may be different from their reality. Think Charlie and the Chocolate Factory or Narnia.
  • Love and learn the language. Don’t use the Thesaurus for evil just to replace words; think about how you want to say it. What do you hope to express with your opening? What do you want your readers to see? Set the scene without being too wordy and long-winded.

You may be wondering how this all applies to Web writing? I wondered the same thing, and unfortunately Felder only gives one example of how this applies: Your home page should hook your readers. As I read more, I realized this was it. So, I looked at a few other sites for ideas and discovered you can use a hook to start an article, short story, or simple blog post. And, you can use more than words. Your hook can be a picture, video, slide show, or podcast. In fact, with Web writing you have more options than in print.

So, as you think about your next great idea, think of a good hook. How will you draw your readers in and keep them coming back? If you’re struggling for ideas or just need inspiration, check out some of my favorite stories with solid hooks:

An Occurrence at Owl Creek Bridge

The Black Cat

A Little Cloud

The Lottery

Writing for Web: Grammar

Grammar is not sexy. It is not exciting or glamorous. But grammar is important.

I’m a proofreader. I hear more times than I can remember, “I couldn’t do what you do, I couldn’t read all day, or Ugh. How do you do it?”

I love what I do, that’s how. I am a proud grammar Nazi, word nerd, or whatever other name you call me. I read your articles, stories, texts, ads, and statuses, and catch the errors. I am not perfect, but I am your best friend.

This chapter discusses why grammar is important, and I agree with Felder 100 percent. You don’t have to know every rule, but you should know if you’re good at grammar or not. If you are, hone your skills. If you are not, make friends with someone who is. You will grow to love them. We’re not monsters, just rule-driven perfectionists.

So why does it matter?

Because you want people to take you seriously. You want readers to stay on your page and come back. Without good grammar and spelling, your readers will think you’re a joke. You will become one of the people who is a YouTube hit due to their crappy writing. And, anyone who knows better will make fun of you.

Not all grammarians are bad. I don’t proofread texts or personal emails, and when I do proofread, it is to make it better. That’s our end goal: try to make it perfect. With that said, here are a few tips to help you:

1. When in doubt, look it up. It takes three seconds to search something. Webster, grammarbook.com, and Grammar Girl are great tools.

2. Read it aloud, slowly. You will be amazed at how many changes you make. In fact, you are reading my third or fourth version of this post!

3. Don’t be shy. Have everything proofread: posts, resumes, cover letters, anything that someone else will read. The other reader doesn’t have to be a proofreader, but it is always better to have an extra set of eyes on something.

4. About commas and apostrophes: If you are unsure about using one, don’t. It is more forgiving to overlook a missing one than to draw attention to a misused one.

5. Decide when you can break the rules. Sometimes it’s okay to end a sentence with a ‘to’ or ‘with’. Break the rules when you feel it’s necessary for Web or creative writing, but try to follow them in professional letters and resumes.

6. Use spell check. Pay attention to those red squiggly lines.

7. Respect proofreaders; don’t begrudge them. They work hard to know the rules and only want to help.

If you keep these tips in mind, you will improve your writing. The world is moving toward incoherent speech more and more, and if we do not fight it, we will sound like the people in the videos below. Enjoy the laughs, because they are hilarious, but know that could be you if you’re not careful.

And my personal favorite:

Columbus Voyage: Part 4 finale

I hope you enjoyed last week’s continuation of the Columbus experiment. Here is the finale to the short-story project. Please note: This story contains profanity due to subject matter and character establishment.

Feel free to let us know what you think, and we’ll be back to Writing for Web next week!

Report of Deck Hand Alvaro Perez
May I speak honestly, sir?
(I encouraged Mr. Perez to do so to better help locate Ensign Prichard and to create an accurate record of events.)
It’s all horseshit. Everything that lying son of a bitch has told you is a colossal pile of horseshit. That weakling may have served under several captains, but this is the first real voyage he’s ever been a part of. I suspect that’s why he’s so hell bent on double, triple, and quadruple checking the damn ship’s inventory every other day. After all, what does he think is going to happen? Does he really think someone is going to run off with the ship’s precious materials, as if there were anything precious about this ridiculous venture. The truth is he has only ever served on vessels that patrol the coast. He’s never left the comfort of being able to reach the shore if the ship fails. The stresses you encounter on voyages like this one can break a real man easy enough, let alone a silver-spoon raised infant like him. He constantly boasts about his service record and recommendations but everyone knows the only reason those captains blessed his ass with sweet recommendations is because his father is a high-ranking admiral in her Majesty’s Navy.
I’m only pointing this out to you so you don’t take everything he has to say as the gospel’s truth. Besides, anyone who has been around that man for any period of time should know better than to listen to his ramblings because he is a constant drunkard. He craves the bottle’s bottom day and night and, I suspect, that is why he chose the job of Property Master. I mean, why the hell would he take on that job when he could have just as easily gone through the officer’s ranks to become a captain of his own vessel? No, the real value of that station for him is the convenient feature that it leaves him alone below deck most of the time which gives him ample opportunity to get loaded without punishment and sparing him the indignity of dealing with the lower class dregs like us.
In fact, I would wager a month’s earnings that his perpetual inebriation is to thank for our recent shortage of liquor rations.
(I point out that this report is not the appropriate place to discuss personal grievances and suggest he should share whatever knowledge he may have about the disappearance of Ensign Prichard.)
I’m sorry. I didn’t mean to get away from what I came to tell you. What I wanted to report is that I have heard Juan’s amazing tale and I happen to know its horseshit. I was awake last night and on the deck the same time as Juan.
(I indicate that Mr. Bermudez did not mention seeing Mr. Perez)
Yeah, I know he didn’t see me . . . that was on purpose. I was at the bow of the boat and barely saw him coming out from his cave below deck. When I saw him I ducked behind the forward mast so I wouldn’t have to listen to him blather on about how much he cares about his station and how he is working himself to the bone to ensure the ship’s rations are safeguarded. Everyone on the ship knows he promotes himself shamelessly at every turn. Hell, he even tries to make it a common thing that there is a rat on board hoarding supplies and that he is the only one who can catch the thief with his horseshit inventorying.
I heard it from a friend elsewhere in the Navy that Juan pulled this same scam on Captain Rousso’s ship in the Balearic. He even took the rouse so far that he got a man wrongfully flogged on deck with 15 lashes. That sort of scum has no place on a distant voyage like this. If I were in charge, I would relegate that son of a bitch to cleaning duties.
(I reminded the deckhand that the purpose of the report is not to attack the property master and that the punishment for inciting mutiny at sea is summary execution.)
I’m not criticizing the Captain. He has his obligations and the whole crew, myself included, respects that. I’m just saying Juan can’t be trusted. The real reason I’m talking to you is to explain away the good Property Master’s fanciful observations. Like I said, I was on deck at the same time he was last evening. The only difference is that I was sober whereas he was stumbling about the stern back and forth. He stumbled about for a great deal of time but eventually stopped and began staring out at the sea. After a long while, he suddenly jerked his head skyward as a gust of wind grazed the ship. When I glanced up, I saw nothing but the same calm night’s sky that accustomed the rest of the evening. As for the somewhat unusually sharp gust of wind that he attributes to the flight of some magical creature, anyone who has sailed these long range quests can tell you that sudden winds at sea can easily catch a sail causing a rush of air as the ship jars with the wind’s breeze. That’s all that happened last night. Juan was drunk and mistook the wind for something fantastical, plain and simple.
As for the disappearance of Ensign Prichard, this is a dangerous business we’re in, especially climbing the nest at night. If it hadn’t been for the evening’s storms, Ensign Prichard would have never been sent to the nest because we don’t usually send men there at night because it’s too dangerous. We only send them up there at night if we’re in extraordinary conditions.
(I asked what some of these conditions might be)
We would send a man to the nest at night if there is bad weather like last night to watch for rogue waves, or if we are in battle conditions to watch for enemies on the horizon, or if our charts suggest we’re close to land. So knowing how dangerous it is to be up there at night, Ensign Prichard might have slipped or had some accident causing him to fall to the harsh ocean below, or he might have jumped on his own accord to escape the pressures that we’re all facing thanks to the Navigator’s seemingly aimless wandering around the ocean. In any case, Ensign Prichard is hardly the first person to be lost at sea from the nest, and everyone should stop gossiping about and focus on their duties instead.
(I ask if this is the only information Mr. Perez has to report)
Yeah, that’s all I’ve got to say.
Post-Report Notations
Based upon my own observations and numerous informal comments from crewmen, I should like to report some relevant collateral information. First, it should be noted that both Property Master Bermudez and Mr. Perez have reputations for taking heavy amounts of liquor. No one seems to know whether Bermudez or Perez has embezzled more than his allotted share of liquor rations, but it is well known the two men were involved in a confrontation roughly one week ago. The verbal argument stemmed from a report by Mr. Bermudez to the first officer suggest his concern that Mr. Perez might be hording liquor rations. Mr. Perez apparently confronted Mr. Bermudez informally and their verbal argument was heard by three crewmen. Mr. Perez received no formal punishment as the incident went unreported to officers.
I remain concerned about a particularly unusual note. After the storm passed last evening, the sea became unusually calm, which blessed us with some of the most stable sailing conditions we have thus far encountered. When reflecting upon the report of Mr. Perez, I cannot help but wonder why I felt no jarring event last evening as he described is caused by as sudden gush of wind. In fact, I do not recall the vessel so much as rocking let alone jarring. I have asked some of the more experienced men aboard if they have witnessed such jarring winds in their times before and they, indeed, have. However, those men report perceiving no such event last night and, in fact, strongly insist there was no tumultuous event following the storm.
The report of Mr. Perez seems logical, but the current evidence does not adequately support his explanation of the whooshing sound both he and Mr. Bermudez perceived. The conclusion I am left to draw, therefore, is that something caused a sudden whooshing noise, but that cause is unknown, like the fate of Ensign Prichard. Until I discover further information to supplement this log, I leave the interpretation of this event to the authority reviewing it.

(Author chooses to remain anonymous)

Columbus Voyage: Part 3

As a special treat this week, I received permission to post the final two stories from the Columbus experiment. The final piece will be posted next Sunday. It’s interesting to see the writing style and story differences even though we were writing about the same topics. I hope you enjoy these next two stories, and we’d love to hear what you think!

Report of Ship’s Scribe Juan Valdez
With today’s log I have the regrettable duty of reporting what may be our expedition’s first loss of life. Upon appearing for duty at first light to relive Ensign Prichard of the high post’s watch, Ensign Angelito ascended the mast to discover ensign Prichard missing from his post. Ensign Angelito immediately conveyed word of Prichard’s absence to Officer Valenz, the acting junior petty officer on deck at the time. Officer Valenz called for the Sargent at Arms to initiate a search of the vessel and punishment proceedings for the charge of abandoning his post. A thorough search of the ship failed to produce any sign of Ensign Prichard. The Sargent at Arms has subsequently questioned every crew member, but none report having any knowledge of the Ensign’s present whereabouts. However, two crewmen who happened to be about last evening have come forward with information that may relate to Ensign Prichard’s disappearance. The reports of those crewmen are included below.
Report of Property Master Juan Bermudez
I would like to preface my statements by pointing out that I have been a faithful and diligent servant of the crown for more than thirteen years. It is my hope that my service record and personal recommendations from four respected captains serves to add credibility to my admittedly peculiar report. Last evening, just past sunset, I reviewed the week’s provisions inventory four times over. While I know the standard procedure for this task calls for the cargo to be inventoried twice over once per week, my custom has always been to review the inventory three times to ensure that petty greed does not sabotage the voyage.
However, I counted the inventory four times over last evening because I have received word from a crewman that a person has made it practice to regularly steal rations of liquor beyond that which he is entitled and without permission of his superiors. The week’s inventory turned out to be accurate, but the task left me stiff and awake later than usual. To stretch my legs before retreating to slumber I climbed to the deck and approached the ship’s bow. The night was dark black by that time as the evening’s twilight hours and rough storms had long since passed. At this hour there was scant illumination provided faintly by the moon through the heavy cloud cover overhead and the four dim evening lanterns at the corners of the ship.
I paced about for a brief time below the stern’s sail until my legs began to limber up. Although I was quite sleepy by this time, due to both the increasingly late hour and exhaustion from the day’s work, I did not retire to sleep. I do not know how to accurately describe the feeling I experienced, and in truth I feel some embarrassment at attempting to do so, but I felt in the most peculiar way an overriding sense that I could not leave the deck for fear of missing some event that would alter both myself and the divine machinery through which the world operates.
It goes without saying, of course, that only the one true Lord controls the universe and the fates of his children within it. I do not intend for my statements to suggest a doubt as to that fundamental and clear precept. I am simply trying to describe an unusual, fleeting feeling that happened to overcome me last evening. It reminded me of the feeling one gets when, as a child, a person passes through a cemetery and, for a moment, secretly wishes to see the remnant of one passed return to life or when a person approaches a high, steep decline and for the briefest of periods gives thought to taking the plunge to experience the sharp change in perspective that such an event would surely command.
(What happened next?)
Well, nothing happened next really. I remained on the deck for what seemed like forever after the long day. I kept waiting for something, anything to happen but nothing ever did.
(I asked Mr. Bermudez if his odd feelings were the only information he had to contribute)
No sir, that is not all I wish to report. I find myself torn between fearing that I will be ridiculed or denigrated in my service and feeling compelled to report what I truly witnessed. I wish you could give me some assurance that what I convey to you will not impair my station.
(I explained to Mr. Bermudez that I am simply responsible for recording the voyage’s transactions and have no control over the way the information is used. Mr. Bermudez became instantly willing to discuss his experience after I pointed out that I am reporting the remainder of his statements and that it would be suspect to leave the report at such a precarious position).
You are correct, sir. I did not mean to suggest that I would not fully cooperate with the search for Ensign Prichard by conveying what I saw. It’s just that the thing I believe I witnessed was rather extraordinary. I do not wish to give anyone reading my report the wrong impression of myself. My service record and recommendations show that I am a competent steward and do not easily lend to flights of fancy. I also do not partake of heavy drink or narcotics that would alter my senses.
(I interrupted to advance Mr. Bermudez’s report. I pointed out he already described the reasons for which he is trustworthy. I then asked him directly what he experienced.)
I think I saw what appeared to be a bird. As ridiculous as it sounds I saw what looked like a large bird-shaped creature. As I have said, it was dark and I was exhausted, but from what I believe I saw, it was a massive being that had a wingspan at least twice that of a grown man. I was on the deck, about to go below for rest, when I heard a noise above like a whoosh of air, the same way a sudden breeze sometimes blows through a meadow during the end of autumn. I instinctively darted my attention upward and saw what took minutes to comprehend. I witnessed a massive hawk-like entity with a wingspan at least 20 feet rapidly dart over the very top of the ship and cut toward starboard, quickly escaping the light of the deck’s lamps and slicing through the fog that engulfed the ship after the storm. I only saw this being in that one instance and never heard a cry for help or witnessed any sign of a disturbance. In truth, I thought I imagined the encounter until I awoke this morning to learn the young Ensign went missing. Sadly, this is all the information I have to report.

(Author chooses to remain anonymous)

Writing for Web: Style

Beethoven had style. He was one of the most famous composers and pianists in the world, and I quote a dear friend who said Beethoven was, “the heavy metal of classical music.” This week I attended Beethoven’s Ninth Symphony at the Schermerhorn Symphony Center and was inspired to tie in the experience into this week’s topic.

Style is different from grammar. It’s not about comma rules and parts of speech, it’s about consistency and professionalism. Felder advises Web writers to create a style guide or use a well-known one. Which style you use depends on your audience, but I recommend the following:

The Associated Press Stylebook and Briefing on Media Law (for articles and reviews)

The Chicago Manual of Style (for articles and reviews)

MLA Handbook for Writers of Research Papers (for scholarly writing or research-based projects)

The Elements of Style (creative writing or any of the writing types above)

This may seem like a hefty list of sources, but pick one and stick with it. However, proofreaders should be fluent in all of the above to make themselves more marketable and knowledgeable.

So why is style important?

Imagine sitting in the symphony hall. The musicians and chorus members are wearing whatever they could find. Some are in sweatpants, others in gowns, some are wearing bright neon shorts, and others have flashy jewelry. The audience is so distracted by the performers’ attire they are not able to focus on or appreciate the music.

This is what readers experience when reading content with inconsistent style. In one sentence you may see website, in another Web site, somewhere else 7, then seven. If you are inconsistent, your readers will think you are indecisive and unprofessional. Where there are inconsistencies, there is chaos.

Now imagine the symphony hall where the female musicians are in white tops and black bottoms, and the men are in tuxedos. The chorus above them is dressed all in black, and everyone is performing in perfect harmony. You not only have organic flow, but the main focus is the music not the wardrobe.

Most companies need and have a style guide to keep readers focused on the content and product. This also shows you care about the content, therefore, you care about your audience’s ability to understand it.

Another topic Felder discusses is personal style. This is important because you want your readers to connect with you. So, before you start writing, answer these questions first:

1. Will you use text lingo? Will everyone know what the emoticons and acronyms mean?

2. Are clichés okay? What age group are you targeting? Will they understand the meaning if you use them?

3. Is profanity acceptable? Many writers agree this is only okay in creative writing and projects.

4. How will you address your audience? Will you write to them or about them? For example: one must write well in order to succeed OR you must write well in order to succeed.

Once you address the questions and start to create a style guide, you are ready for the world to see your personal style. It doesn’t matter how cool, trendy, or professional you are; if your readers have to work to understand you, they won’t come back. Remember to keep it simple, and make your content the best it can be. We can’t all be Beethoven, but we can show our audiences we care what they think.

Writing for Web: Writing Succinctly?

For the first time since reviewing Writing for Web, I disagree with much of what Felder discusses in chapter 7. Reviews and discussions wouldn’t be as interesting if we agreed all the time 🙂

In the chapter Writing Succinctly, Felder explains her tips for achieving tight, easy-to-read content that your audience will enjoy. A few of her tips suck the fun out of using language, and if you follow these tips 100 percent, your writing will read like a book report.

I assigned a win or fail rating to each tip as you go through these. They are all important, but use your common sense and own style. That’s what’s most important.

Tip 1: Stay Focused

Win – Read your content and ask yourself, “What does that sentence mean?” You will feel the flow as well to ensure you’re not rambling.

Tip 2: Be Positive

Fail – If we were positive all the time, the world would be boring. Some of the best content, movies, art, etc. are not positive and provoke debate. Sometimes you have to be negative. Where would the Internet be today if people were always positive?

Tip 3: Trust Your Reader

Both – Don’t over explain something or break down every sentence. Although, in technical writing you have to. You know your audience, so trust your instincts.

Tip 4: Choose Anglo-Saxon Words

Fail – Felder recommends using simple, one syllable words over French or Latin/Greek counterparts. For example you would use ‘end’ instead of ‘finish’ or ‘conclude’. This takes the fun out of the language, and if your writing is clear and entertaining, it doesn’t matter what words you use. If you fine-tune your work for meaning and intent, your audience will understand and appreciate it.

Tip 5: Eliminate Excess Words

Win – Take out unnecessary words and find shortened words. Read your writing aloud, and you will hear what you can cut/change. Examples are: that, got, has gotten, all of a sudden.

Tip 6: Keep Verbs Alive, Cut Adjectives and Adverbs

Win – Avoid ‘to be’ verbs. Review the post for Chapter 2 if needed, and remember that descriptive words are not always needed, nor do they make your writing better.

Tip 7: Don’t Use Arrogant and Snooty Words

Fail – Some words Felder uses as examples are: indeed, certainly, of course, and exactly. These are not snooty words, and writers who use these are not trying to be better than their audience. Keeping these words may not tighten your writing, but if you lose your voice or personality, what’s the point? Just be yourself.

Tip 8: Avoid Happy Talk and Sales Pitches

Win – Don’t be over-the-top nice or try to sell your readers. If you follow tip 3, you should trust your readers to see through you and think you are fake. People want to enjoy reading, not feel like you are trying to buy or patronize them.

Tallied up, the score is 50/50, and I will continue to use ‘indeed’ and ‘question’ if those words fit the bill. Don’t forget, you are the final judge.