What Can Martha Tichenor and Other Journalists Teach Us About Writing for the Web?

In my days as a television journalist, there were times when I spent a few moments I didn't have staring at my computer monitor in the attempt to come up with a new and elegant way of stating very basic facts. It made deadlines more interesting, of course, but I like to think that it also made my prose and stories much more elegant, memorable and compelling.

So I very quickly learned to detest cliches and shortcuts, as well as any kind of formula which would typecast my efforts as merely another television news story. It all depended on my available time, of course; writing in the car and arriving in the newsroom an hour before the newscast didn't allow much time for revision.

But the basic principle is valid. Whether the field is journalism or writing for the web, we all want to stand out and have our audience take special notice.

A few simple guidelines for memorable writing, especially for the web:

• Avoid cliches, as you don't need them. There is always a new, memorable and simple way of getting your point across if you're creative and persistent enough to find it.
• As Thomas Jefferson said, never use two words when one will do. It shortens your prose and makes it easier to read and comprehend.
• Create memorable phrases which fit perfectly with your subject matter. In a very recent story which featured images of religious statuary, CBS correspondent Martha Tichenor described the "alabaster emptiness" of the statues. That's quite poetic.
• Write simply, and don't forget the best prose is like music. It should have both rhythm and flow.
• Keep the alliteration to a minimum. It's a bit too obvious, to be polite about it.

Oh, it certainly helps to be a "natural writer," whatever that is. And while there are many more guidelines, observing these guidelines will make you a better and more memorable writer. You'll communicate much more effectively, and your web-based content will be much more likely to attract potential clients and customers.