Fake it ‘til you write it: How to get up to speed on a new topic quickly.
For freelance writers — especially new ones — the goal is to accept any offer of work with a resounding YES! If the request is for lifestyle, fashion, beauty or other light-hearted blog posts, it’s a no-brainer. (We can all figure out the top whatever best reasons to have your bachelorette party in Key West, right?)
At some point in your writing career, though, you’ll be asked to write a white paper on a topic you know exactly nothing about that’s due in a week (if you’re lucky). And you’ll smile and nod as you outright lie to a client and say “Why yes, I can definitely write about cryptocurrency! No problem!” then try not to let Siri hear the panic in your voice as you ask “What’s cryptocurrency?”
Hashtag stressful.
Source: Giphy
It is possible to learn the basics of just about any subject quickly, but — real life here for a minute — turning that Topic 101 crash course into authoritative writing ain’t easy. It takes a lot of time, a lot of research, and a lot of reacquaintance with your inner college student. Here’s how I do it.
1. Know your audience
If you’re researching a topic that’s new to you but otherwise common, the road to information overload is a short one. But if you know your audience, it’s easy to narrow the focus out the gate. B2B writing is, generally speaking, is more formal and technical (read: boring) than B2C, and social media posts to promote your articles is its own animal.
2. Hey Google...
Once you have an audience in mind, get thee to the web. Google your topic, get past the sponsored posts and look for the highest-ranked educational content, such as blog posts or trade magazines. Read at least five different pieces on your topic and you’ll start to get a picture of the industry. (I prefer third-party content to corporate pages, although it can never hurt to see what competitors are saying on their sites.)
2.5 Conduct interviews
Even better than reading about a topic online is talking about it with an actual expert. They can clarify any questions you have after doing initial research, explain concepts and maybe even give you a good direct quote or two. Ask your editor if they can put you in touch with a company expert, or ask your friend who’s a med student to read what you wrote to look for any red flags.
3. Learn the language
Pay close attention to the lingo, turns of phrase and tone of voice as you read. If you find a discussion forum, observe how members talk. If your target readers use down-to-earth, plain English, reflect that in your piece. If they’re highly technical, on the other hand, your writing should be, too. And if you’re unsure of a word or concept, look it up right away before moving on.
4. Know your client’s voice
One thing I’ve learned from writing for a variety of clients is that it’s a lot easier to ghost write as the voice of authority (I say) vs. a more journalistic style (this expert said.) When you’re the source, you don’t need to cite sources. But when you do, it can take a lot longer to complete your piece. SOURCING PRO TIP: Don’t link to the competition in your post. Just saying.
5. Learn as you go
When you feel like you know just enough to be dangerous, jump in. My approach is kind of like writing a college paper — start with something messy, notes or an outline, and refine as you go. Keep links handy for reference, rearrange paragraphs if necessary, and maybe even write the lead last. And if you get stuck, go back and read some more.
In the end, the goal is to know what you’re talking about. Or at least write like you do. And the more you write on one topic, the more you’ll become a legit expert. Take it from me — I’ve written so much about MIG welders that I could probably assemble one.
Want to see the end result?