Before the story starts

Writing ‘differently’ from others

So, how does the process of ‘finding a story within a story’ work? Here’s a few tips:

• Get to grips with the content – is there something lurking that you could lead with, that our competitors have missed / failed to explore?
• Sometimes, it’s worth treating a story like a listicle AT FIRST – this will help you identify key factors when planning the write-up. While going through four or five different points, one may leap out at you as the REAL heart of the story, and you can run with that instead.
• Identify the standout factor – whether it’s a press release, a quote from a prominent person, or even a major Tweet, pick out key words or context to shape your story.
• Would I read this? – It sounds so simple but this is a great way of choosing what you do and don’t go for. If you can’t entertain yourself, it’s hard to get others interested. 
  

Can you get a good headline out of the topic?

Obviously, there is more to a story than your headline – but half the battle is won here. Can a major quote relating to the story be compressed into a three or four-word prefix? How easy is it to sum up? (Malema warning… Ramaphosa reveals… Back to school latest…). And, most importantly, are you able to give an 6-to-12 word overview of a story that is likely to catch the eye? These are some of the big questions you should ask before typing your first word.

Who am I writing for?

Adaptability is key, and this is what can really set you on your way to producing engaging stories bursting with individuality: You should always consider how your audience will FEEL reading the article you are about to write: If it’s another round of load shedding, people are going to be angry – therefore, you can show little flashes of anger yourself (‘here we go again’, ‘surprise surprise’, ‘another Eskom masterclass’…). If it’s the ANC promising to clamp down on corruption, it’s likely to draw cynicism. Again, feel free to be sporadically cynical yourself – without editorialising. If a viral video is drawing laughter online, don’t be afraid to put a comedic spin on things. The bottom line is this – be the voice that reflects the reader.