The world is troubling enough without poor writing. The emphasis of public discourse has “pivoted to video” for the time being primarily because news and information companies can charge more for video advertising than for banner ads on stories told in concise, clear, informative prose.
Neither kind of ad is particularly good, and doesn’t make the kind of money that commercials made in the heyday of TV, or full-page, four-color double truck ads racked up in the dearly departed newspapers of yore.
But let not your heart be troubled, fellow writers. The Grammar Hammer is optimistic about the future of our craft as a way to pay rent and buy groceries.
Marketing and advertorial’s new wave
Do a web search for the term “storytelling.” TGH will wait. You’ll feel much better by the time you read the next paragraph.
Storytelling based on the alphabet and not flickering images has become an actual marketable skill. Writers start writing because they’re good at stories. And people love a good story, and companies with deep pockets will pay people who can write them. Lots of them, quickly.
Companies that provide actual goods and services are beginning to figure out that if they pay somebody to write interesting stories about their products, they’ll reach the right market. The stories will show up in SEO searches. People will share the stories on social media.
The readers will find them. The market will come to the seller.
Good writers can bang out first-rate copy that tells a compelling story quickly and cheaply. And people – customers – will read it.
And unlike a loud, random video ad that explodes over the video you want to watch, it won’t piss the customer off.