“Write what you know” is one of the most common bits of advice given to new writers, but it isn’t always the most useful. True, an inexpert writer can quickly lose an audience by saying something that strikes readers as ignorant or inaccurate. But what if you want — or need — to write about something you know nothing about?
There’s no question that personal contact or observation of something gives you an advantage when writing about it. That’s why many clients look for writers who specialize in a particular field or market. There are also some fields — such as science, finance and medicine — where a certain amount of technical expertise is practically a prerequisite — even if you’re writing for a lay audience.
Still, there are plenty of times when a professional writer has to start from scratch…
- Sometimes the client can’t get (or doesn’t want to pay the higher fees of) an expert writer.
- There are some things that no one living has directly witnessed, such as what was said between two generals after a historic battle.
- You might be asked to write about a new product or other invention that is initially known and understood only by its creator.
- Writing a story requires you to create characters who don’t exist, whether they live in a science fiction/fantasy world or are much like the folks next door.
- And most common of all: you want to connect with and generate response from people who aren’t like you.
Here are three strategies that will help you sound like an expert quickly enough that you can still make your deadline.
1. Learn fast
If it’s possible to actually get the experience you need quickly, do it! For example, if you’re writing about a product, try using it. I was recently asked to join the creative team for a local pizza chain that had just opened a new store near my home. Guess what I had for dinner that night? Many clients are happy to help you learn more by providing samples, demonstrating a prototype, letting you shadow a professional for a day or two, and other “discovery” experiences vital to the pre-writing process.
If you’re working for a client, ask your contact plenty of questions. They may know useful information that didn’t end up in the creative brief, and may be able to explain concepts that don’t initially make sense to you. Many clients are also willing to put you in touch with subject matter expert or “SME” (pronounced just like the name of Captain Hook’s sidekick) to help you get up to speed on specialized information.
If that’s not enough, hit the web, the library or your own network of contacts to get additional insights. This will help you get the facts you need, as well as insights into how they’re interpreted. This kind of research is also critical when no one living has direct experience with something, such as how canals were built in ancient Egypt.
Pro tip: Make friends with a good reference librarian. You’ll be glad you did when you have to deal with tricky stuff that can’t be resolved with just a Google search.
2. Channel your passion
While it’s not impossible to write what you don’t know, doing it well does require extra work up front. A strong personal interest in the subject is a big asset when it’s time to buckle down.
I use this as my personal litmus test whenever I’m asked to write about something new. If I’m intrigued by a topic, I’m more likely to take it on so that I can learn more about it. If not, I try to recommend a colleague who’s a better fit for the project.
Passion can be a two-edged sword. As you make discoveries, be careful not to get carried away to the point you try to include every little detail you discover. Word count limits can be a big help here.
3. Get a reality check
Once you have a draft in hand, try to run it by someone who is closer to the topic than you are. For example, if you’re writing specialized copy, try to get feedback from a SME or other expert.
This type of review is especially important when you’re “writing the other” — using the voice of someone who’s a different gender, ethnicity, culture and so on than yourself. Have one or more people who match the characteristics of your intended voice review the copy, and pay close attention to their feedback. This simple step can easily mean the difference between connecting with your audience or unintentionally turning them away.