Have you ever tried writing and found yourself worrying about other people’s perceptions of your work? This is an issue for many writers. You will start to question, “who am I writing for?” William Zinsser addresses this topic in his book, On Writing Well. He argues that you should be writing for yourself. You must write with your own voice and humor without worrying how it will be perceived. When you micromanage your thoughts, your style suffers. Zinsser warns that although you are writing for yourself, you must not forget about your audience. This seems like a paradox since it is contradictory to write for yourself and others. However, he explains that “one is a craft, and the other attitude.” Your audience still requires organization and workmanship, but you can add creative elements. Zinsser’s paradox exists in the best pieces of writing because it makes ordinary copy interesting and personal.
What does it mean to write for yourself? The concept seems straightforward but it is more subtle than the phrase suggests. I was confused when I first read Zinsser’s passage. I thought since I’ll be in marketing, I’ll rarely be writing for myself. All my marketing classes have emphasized the importance of basing your work on the target market. Eventually, I realized you can base your content around the needs of your audience, but the writing style is where your input is added. Marketing companies will hire writers based on their ability to add humanity into an otherwise stale piece. It is our job to make press releases about mundane activities seem exciting. We can’t alter the event but we can write with enthusiasm and change the narrative. This realization helped me understand that Zinsser’s paradox exists in various industries.
One form of writing that contains his paradox is social media copy. For applications like Twitter, having engaging writing is integral. It has taken some time, but many companies have realized that adding personality to their posts can be beneficial. A Vulture article by Nathan Allebach examines this change. He explains, “nothing drives positive engagement quite like humor, so the more successful brands co-opted comedic styles from various subcultures over the years.”
A strong example of writing for yourself on Twitter is Wendy’s Twitter roasts. The company engages with followers and other brands by replying with snappy one-line roasts. The author’s humor is shown with their quick thinking. Although less craft is required in short captions, the author must add their personality while making sure not to break corporate guidelines. When social media managers unleash their creativity, the accounts become noteworthy.
Style can also be found in longer written pieces. Maria Konnikova’s, New Yorker article, Being a Better Online Reader, is a strong example. The article opens with an engaging story about Maryanne Wolf and the letters she receives from her readers. The author gets the audience hooked from the beginning. She keeps their interest with strong storytelling. I found myself rooting for the test groups because I felt connected to them as a digital native. When Konnokova shared that “they could read deeply. They just had to be taught how,” I felt extremely satisfied.
Additionally, Konnikova’s article contains the fundamentals of strong writing. The story is organized and focused. Her sentences contain varying lengths. The paragraphs are connected by transitions which helps with reading flow. Plus, the grammar and spelling are correct throughout the piece. Her article’s structure and craft make it readable for her audience.
An author must use strong craft and creativity to create impressive writing. They should not try to embody anyone else because it will be inorganic. Similarly, they shouldn’t be too concerned about if the audience likes them. The perfect balance is drafting technically strong writing with personal touches.