This is Part III in a five-part series on keys to writing project success. In Part I, I introduced the topic, suggesting that a document may be good (i.e. well written, well organized), but not successful. I defined a successful writing project as one that “delivers not just the necessary content, but also the higher-level factors that ensure your message is heard and your objectives are served.” Those objectives include:

• Ensuring expectations (of the person who assigned you the writing task–even if it’s you) are met
• Understanding the audience
• Being clear on the document’s purpose
• Making the document an appropriate length
• Taking context into consideration

In Part I, I also presented some steps you can take in the planning stage to ensure your writing projects are successful. In Part II, I offered tips for successful research. In this post, I focus on things you can do to ensure writing project success during the drafting phase.

Naturally, the drafting phase is important to writing project success, because it is during this phase that your document actually comes to life. Success in this phase comes from incorporating the careful planning and research you have already done. Remember, the goal here is to write not only a good first draft, but also a successful one. Here are some ideas for making it happen:

Remember What You’ve Learned

Remember in the Planning stage, when you asked a lot of questions about the expectations of the person who assigned you the writing task, and about deadlines, information sources, and examples? And, remember in the Research stage, when you took it a step further and carefully reviewed each example? Now it’s time to bring it all together. Write a checklist to remind yourself of the items that must be included for success on your project. For example, “Emphasize variety of colors available,” or, “Include quote from CEO.” I sometimes go so far as to put that checklist at the top of my document when I start drafting. That way I can refer to it often, and at the end, when I inevitably find there is something I’ve missed.

Talk to Your Audience

In the Planning stage, you identified and characterized your audience. In the Research phase, you found out more about them. Now, talk to them. Speak their language. Address their concerns. Tell them the benefits. And, make sure they know how this information is going to improve their lives.

Use Appropriate Language

In the Planning stage, you determined your document’s purpose: to build a brand, to inform, to educate, to promote, or to sell. In the Research phase, you gathered information that would contribute to that purpose. When you start drafting, adjust your language accordingly. Use broad concepts and emotional components to establish or enhance a brand. Use simple, unadorned language and a clear structure to inform or educate. Establish benefits and create excitement to promote or sell.

Mind Your Word Count

Keep your word count in mind, and check it every so often, so you know how close you are. If you notice you are almost at your word count, but have a lot more to say, start summarizing concepts rather than going into a lot of detail. If you find the topic is larger than the word count allows, you may have to do some additional Planning to break the document into smaller pieces, or find somewhere else for the extra information to go. On the other hand, if you are nearing completion and are way below your word count, try to expand more on each topic. If you simply don’t have enough to write about, you may have to do some additional Research.

Customize the Content

During the Planning and Research phases, you discovered the context of your document: how it will be used, where it will be placed, what readers will already know when they see it, and at what stage of the buying process they will encounter it. You also learned what higher-level company objectives the document should serve, and what similar information the competition has out there. Now you’ll need to decide what content to include to take these factors into consideration. For example, are you writing for prospects who are still considering using your services and need to be educated? Or clients who are already familiar with you, and just need a reminder?

For more tips for writing project success, check out the other posts in this series:

Part I: Planning

Part II: Research

Part III: Drafting

Part IV: Revision

Part V: Finalization

Do you have examples of writing project success (or lack thereof)? Please share in the comments.

About the Author: Karen Marcus, M.A. is a Northern Colorado copywriter who has been helping clients in a wide range of industries to put their best word forward for 13 years.

Need assistance setting yourself up for writing project success? Karen can help! Click here for contact info.