How to Write About Something You Know Absolutely Nothing About
How to Write About Something You Know Absolutely Nothing About
This past summer, I interned at a local marketing company. One of my primary jobs was to write LinkedIn content, both for my company and for our clients. For my actual company, the job was pretty easy. I know a lot about advertising and had plenty of ideas to work from. For other clients, the task was much harder. I was specifically responsible for a law firm and two logistics companies—industries VERY far removed from advertising. As a copywriter, I was quite nervous. I needed to figure out how to sound like a successful individual in a field so far removed from my own, despite having little understanding of what I was writing about. Here are some tips and tricks that helped me excel in my role.
1. Take a vested interest in your client’s life.
I know face time with clients is hard to come by, especially as a creative in an agency. That said, when you do get it, it is super valuable. Whenever I am with my clients, I try to ask as many questions about their lives as possible. What is their day-to-day life like? What are their pain points? What on-the-job tasks excite them? These questions are great starting points when trying to get into the mindset of another person. You can use their answers to write content that feels industry-specific and draws from actual things that happen in your client’s industry.
2. Incorporate topics that transcend fields.
Depending on the client, one of LinkedIn’s fundamental purposes is to recruit new hires. Keeping that in mind, remember that you are a worker too! This means that you understand what someone would be drawn to in the job market. Company culture transcends industries. If you can write about that, you’ll be in good shape when handling LinkedIn content.
3. Less is more.
As a non-expert, every sentence you write is a chance to say something incorrect. Obviously, you cannot avoid writing in industry jargon completely, but you can minimize your opportunities to make mistakes. Long-form LinkedIn content has a place, but when you can get away with only a couple of sentences, do that!
Coupling these tips with some strategic Google searches can make you appear to be an expert in most industries, and pairing that with a good understanding of social media tends to yield good results. If you want to talk more about copywriting, send me a message!
