By The Malketeer
If there’s one book, I’d recommend to young copywriters is the University of Columbia’s mandatory guidebook for its journalism undergraduates, Strunk & White’s “Elements of Style”.
The principles laid out in the epic publication remain an enduring guide for aspiring writers and seasoned journalists alike. Although published over a century ago, this slim volume continues to be a beacon of clarity, conciseness, and effective communication.
Let’s delve deeper into some key cardinal insights from the book:
1. Clarity and Simplicity
Strunk & White champion the idea that clear writing reflects clear thinking. This principle is fundamental in journalism, where the goal is not just to convey information but to ensure that readers can easily understand and make sense of it. By favouring simplicity over complexity, writers can reach a broader audience and bridge gaps in comprehension that may arise from jargon or convoluted language.
2. Economy of Words
“Omit needless words” is a mantra that echoes through the pages of “Elements of Style.” In journalism, where space is often limited and attention spans are short, the ability to convey information succinctly is a valuable skill. Unnecessary words can dilute the impact of a story and test the patience of readers. Strunk & White’s emphasis on brevity aligns with the modern demand for concise and efficient storytelling.
3. Grammar as a Tool, not a Constraint
While grammar rules might seem restrictive to some, Strunk & White view them as tools that enhance clarity and meaning. In journalism, where precision is paramount, a strong command of grammar ensures that the intended message is communicated accurately. Proper grammar is not a stifling set of rules but a framework that enables effective communication.
4. Tone and Voice
“Write with nouns and verbs” is a directive that encourages writers to embrace the power of action in their storytelling. In journalism, where the goal is often to convey events and developments, a reliance on strong, active language brings stories to life. Additionally, Strunk & White emphasise the importance of maintaining an individual voice while adhering to rules – a reminder to writers that their unique perspective and style can set their work apart.
5. Revision and Editing
The writing process, according to Strunk & White, involves careful revision and editing. In the fast-paced world of journalism, the pressure to produce content quickly can sometimes lead to oversight. However, the emphasis on revising and refining one’s work aligns with the journalistic commitment to accuracy. Thorough editing ensures that the final product is polished, error-free, and ready for public consumption.
Strunk & White advocate for a writer’s consideration of the reader’s time and attention. This principle is particularly pertinent in journalism, where writers must engage their audience swiftly and meaningfully. By respecting the reader’s time and intelligence, writers can create content that is not only informative but also respectful of the diverse audiences they serve.
Strunk & White’s “Elements of Style” is a treasure trove of insights for journalists. Its timeless principles – clarity, brevity, precision, and a respect for language – serve as a compass in the ever-evolving landscape of journalism, guiding writers toward effective and impactful storytelling.
As the digital age continues to reshape the field, the wisdom encapsulated in this classic work remains a steady and reliable guide for those committed to the craft of journalism.
MARKETING Magazine is not responsible for the content of external sites.