J-School 101

ASK

What happens when you think your writing is no good? Not deep enough. Not strong enough? Not compelling enough? Not... enough?

It happens to the best out there. You have it inside, but it's not flowing out through the pen.

You're not reaching your people with clarity.

They don't understand you.

You're not getting the reaction you want.

Or they're not reacting at all.

You expect more.

You know it's not working, but you're not sure why.

What do you do?

Go back to basics.

When you study journalism, even at the earliest stages in grammar school, there are a few simple concepts that drive the conversation.

This one may be the simplest.

And the most valuable.

The five Ws. The questions you need to answer in each and every article to be sure it has value to the reader.

• Who

• What

• When

• Where

• Why

• How

Ok, there are six, you say? And "how" starts with an H, you say? Yes. We know. Ignore this for the moment and move on.

Start thinking about what you're trying to communicate. NOT what you want to say. Instead, ask WHAT DO I WANT THEM TO TAKE AWAY WITH THEM?

Who are they? Who are you? Who matters in this little tale of important things you want them to understand?

What do you want them to do? What do you want them to believe? What do you want from THEM?

When and where are obvious deeper details. When is it happening? When do you want them to act? Where do they go? Where are you?

Why? This is almost always the most important question. Why are you writing in the first place? Why are they important to you? Why does what you say matter? Why should they listen to you at all?

And the sixth W. How?

How do they get the important thing you have for them? Because if you don't tell them, who will?

Think about these things. Deeply. When you're not getting understood the way you want to be. Ask yourself the hard questions and spend some time with your answers.

The answers will show you the way.