In the years I’ve spent writing for a publishing company with a readership across Asia Pacific, US and Europe, I’ve covered, among other topics, new and unique dining experiences. Of these, three chefs stand out in my memory. One aimed to challenge Bangkok’s culinary culture with his deconstruction of Thai cuisine; another courted Hong Kong with artistic, almost abstract plating; the third created a new type of restaurant by invoking intensely all five senses.
What made them take such inventive, daring approaches to food and dining was their non-culinary backgrounds. The first started out as an engineer; thus, his penchant for looking at the parts of a whole and piecing them together in different ways to create a coherent, and maybe even improved, whole. The second studied Fine Arts and began a career as a painter against his parents’ wishes. This helped him create dishes that resembled beautiful abstract art. The third chef had had a successful culinary career by the time he opened his avant-garde restaurant, but what made it so appealing and celebrated worldwide was his integration of food with technology, psychology, music and other fields.
Many marketers say that because they haven’t been formally trained as writers, they can’t write.
Why does this matter in a post about writing tips for marketers? Because I’ve heard many marketers say that because they haven’t been formally trained as writers, they can’t write. In school, Marketing courses are typically classified under Commerce, while Advertising falls under Commerce or Fine Arts. These programmes don’t tend to offer heavy writing courses or teach how to write in various genres. And so these marketers believe they can’t do it.
If that sounds like you, take heart from these three chefs. You don’t need a writing degree to write well. Writing is about the way you think. The way you look at the world. The way you listen to people.
Writing is about the way you think. The way you look at the world. The way you listen to people.
If you think that you, as a marketer, need to improve your writing, try starting with these three mental habits that make us seek, see and tell stories.