The other day, Margie Clayman asked a question that she may have asked just to provoke me. She won’t say. She asked, “Does good writing still matter?” I know she and I both think good writing matters, but what, exactly, is good writing?
Instead of defining good writing in terms of concreteness or use of metaphor or a certain style, I think I’ll turn to questions asked at R/GA, a digital advertising and marketing agency. The questions actually are part of the house rules, meaning that no content is produced if it can’t answer the questions in the affirmative. The questions are: “Is what I’m creating adding something to someone’s life? Is it useful, entertaining, or beautiful?”
Good writing, according to the questions, first must be useful or valuable. It isn’t written for the glory of the author. It isn’t written to fill in a blank spot on the content calendar. It isn’t written to keep one’s name or brand “top of mind.” It’s written because it adds something to someone’s life. It’s useful.
Second, good writing can be entertaining. I won’t say “is” because not all writing should be entertaining. It isn’t designed for laughter. It has another motivation. I would argue that R/GA agrees since the question says “useful, entertaining, or beautiful.” Entertaining, though, may not necessarily mean laughter. It could simply mean that the reader is pulled into the writing because of the way the writing is arranged. The artistry fascinates, entertains.
Third, good writing can be beautiful. I refuse the “is” again because not all writing is beautiful even if it’s useful. An instruction guide for a glucose meter is not beautiful or all that entertaining, but it is useful. It does provide value. Good writing that is beautiful? It mesmerizes, often more so than entertaining writing. Beautiful writing creates a pause and stirs the soul.
In rare instances, the writing hits all three points. It’s useful, entertaining, and beautiful. Writing like that? Writing like that produces the “oh!” or “yes!” response and may even produce that response verbally. It causes people to ponder and to make connections. It motivates a change in thought or behavior or reaffirms something already thought.
What about you? How do you define “good writing”?
Image: Dr Phil (CC BY NC SA 2.0)
What an interesting perspective. I use that question when I’m decluttering my house or my wardrobe. I’ve never thought of it for writing. Thanks for planting the seed.
Michelle Spear My process comes from my mom: annual spring cleaning. If you don’t want it anymore or haven’t worn it in over six months, out the door it goes. 🙂
I think it’s a good way to gauge the content we write, particularly content that is meant for public consumption.