You’re a marketing expert, not a writer. In any case, whatever your job title, odds are good that you don’t exactly look forward to handing your writing over to an editor. Maybe it’s the memory of a particular red-pen-wielding third-grade teacher, or a particularly embarrassing typo in an important presentation. Or maybe you’re just a human being who likes to get things right the first time.
I get it. As a writer and an editor, I’ve spent a lot of time on both sides of that often-fraught relationship. To bring my most creative self to my writing, I need to lock my inner editor in her cage. And to do my best work as an editor, I must channel my inner perfectionist—the one who derives inordinate pleasure from a perfectly loaded dishwasher.
(Maybe I should have titled this piece “Editors: Not actually as neurotic as we seem.”)
Hmm. Let’s start over.
When it’s working, the relationship between writer and editor can be incredibly rewarding for both parties. Think of your editor as containing multitudes—an extensive team of experts devoted to helping your work shine. Just a few of the roles we take on in the course of the job:
And if none of that works? You have my permission to imagine your editor much as I am now, in a ripped T-shirt and old yoga pants, hunched over my laptop with a cold cup of tea at my side. No red pen in sight. My hair’s sticking up a bit on one side, where I’ve been pulling at it as I think. I’m going over each word of my favorite client’s latest work one more time, helping to make it the best it can be.
I was traveling on a train recently and I found myself staring at the station sign at Bay Pointe, the name of a new housing development. Is it pronounced “bay point” or “bay point-ee” or “bay point-ay?” I wondered. Who decided on that spelling? What’s the deal with that Fancy E? Adding that superfluous […]
The beautiful Purple One is, sadly, gone. His most enduring legacy will be his virtuoso guitar playing followed by fabulous showmanship in a killer wardrobe. But there are other ways Prince left his mark, and content marketers could learn a thing or two from him in our own work. Stories and visual prose are more […]
I’ve been creating marketing content for clients small and large for more than 20 years. Most of the projects I’ve worked on have been enjoyable and even fun. Occasionally, though, things have turned south, putting an unpleasant taste in the mouths of everyone involved—client and content provider alike. To optimize the return on your investment […]
For millennia, members of families—blood and work—lived mostly in the same area and were impacted considerably when one of their own struck out for distant pastures. But now that we’ve become wedged in the ethereal arms of technology, distance is a snap to negotiate. Electronic devices make it almost too convenient to move all forms […]
“In the end, we want a PDF—but should we create it in InDesign or PowerPoint?” It’s a question frequently asked around here, and the answer is always the same: “It depends.” When deciding on an asset format, we ask our clients to consider the following: Design sophistication: Do you want a beautiful, slick, professional […]
“Nothing, but nothing—profanity, transgender pronouns, apostrophe abuse—excites the passion of grammar geeks more than the serial, or Oxford, comma,” according to The New Yorker. Much like asking creative types if they put one space or two after a period, demanding they pick a side in the serial-comma debate can spark fistfights, especially now that we’ve […]
You’ve received a request for a vector logo file from the Content Bureau’s graphic designer. If you’re confused about what that means, and about the difference between image file types, you’re not alone. Let’s chat about these two image file types—vector and raster—and discuss how each is used for various marketing collateral. Vector Files Vector […]
All marketing managers want to get the most from their copywriting budgets. When you hire the Content Bureau, we’ll typically ask you to review up to three drafts of copy. Is there a right way to review B2B copy? Absolutely! For best results, make your feedback the following: Timely. Just like a box of cereal […]
February is the month where winter goes to die. Sparkling, soft snow has dwindled into gray, crusty blobs, and weary people trudge through their days with little, personal clouds hovering overhead. Gone is that rush of energy delivered in New Year’s happy grasp. It takes all we have to finish that white paper, let alone […]