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On Good Reading
By: Dwayne W. Waite Jr.
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The steps to learning how to be a good writer are no secret. In fact, there are plenty of books, articles, blogs, videos, and lectures about the keys of being a good writer, writing well, creating captivating copy, writing a narrative everyone will want to read, and so on.

And most hold a very simple truth: writing is just the beginning.

To be a good writer, your brain cannot consume and meditate on poorly written material. It just doesn't work. Good writers can only continue to write well or improve their writing by reading good writing. And if the writer gets their hands on compelling, excellent writing, that is even better.

Unfortunately, that is becoming tough to do.

It is no wonder why; the proliferation of digital media and the demand for content outpaced the supply of good writers. The market settled for anyone who had time and Internet access and could write between 250–1,000 words. We're not saying that it is a bad thing, for this growth enabled information to travel faster than anyone imagined. However, there is clearly a shortage of talented writers, and books from talented writers.

We bring this up because AdAge is conducting a poll for the best book of the summer. Most of the books are done by marketing and advertising professionals, those who probably had some sort of training in writing some way along their path. If not, they worked hard to build the skill (and found a great editor along the way).

Good content and good writing do not mean the same thing. In the best case scenario, a book would contain both. We hope all the books listed do.

We're pumped because we recently ordered Leo Bogart's Strategy in Advertising, a book he published in 1986. From the excerpts we read, we hope it's fascinating. 

We hope this summer you read books from very good writers. And please, don't stop now. Let's make sure we give the good writers the attention they deserve.

Happy reading.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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