When was the last time you truly connected with something that you read or heard? In my last blog, I wrote about the spadework it takes to craft a piece that conveys your point. This time, I want to take it a step further and talk about how you can write a piece your readers will actually remember and maybe even treasure.
This time, I thought I’d try something a little different and illustrate the point through something we can all relate to — the classic Bob Dylan tune “Blowin’ in the Wind.” A song has many of the same components as any piece of writing. For example, a few years back, I wrote an online exhibit about the Texas Railroad Commission, a state agency that for most of the 20th century, regulated the oil and gas industry in the Lone Star State. Sounds really exciting, right? Actually it was!
As it turns out, the story of oil and gas in Texas embodies some of the biggest and most complex ideas around, such as economic freedom and personal liberty, but through a story with all the high drama of novels like Giant. Don’t believe me? I can tell you that one of the greatest compliments I ever received came from a man who told me he read the exhibit whenever he felt lonely and depressed. He said it connected him with the power and majesty of something larger than himself.
And while not every piece of business writing tells this kind of story, it is possible to be much more memorable than most of the content being pumped out on a daily basis. What makes “Blowin’ in the Wind” so creative and relevant 55 years later, while its contemporaries like “Surf City” and “Da Doo Ron Ron” are gathering dust in the oldies bin? It starts with putting the pieces in place before you ever start putting words on the page.
“Blowin’ in the Wind” asks the listener a series of hard questions, and challenges the idea that the constant babble of opinions holds any answers. In fact, the song tells us that we will not find any solutions if we keep hiding behind our fixed positions. Most people first heard the song as it was performed by Peter, Paul, & Mary at the 1963 March on Washington. It invited people to face reality, put aside their differences, and work together for a better country. Pretty powerful stuff.
To be memorable, you need to find an idea that actually matters—not just to you, but to your audience. To find that idea, think about what your audience is talking about out there in the real world. What questions are they asking and what emotions are they feeling? Is there an issue they are scared, mad, or confused about? How can you shed light on that issue with real stories and examples? Here is where you will find your idea.
2. Believe in it.
These days, people are used to hype and wise to the ways of being sold. This is why companies like Nike are succeeding by standing for something. Regardless of whether you think it is the right thing, it has resonated with people looking for authenticity. It is interesting to learn that Bob Dylan himself became cynical about “Blowin’ in the Wind,” but Mary Travers never did. Her vulnerability and sincerity demonstrated passion, love, and commitment and was critical to the success of the song. The same is true for your piece. Once you have found your message, think about how you can convey your commitment to it in a way that is accessible to the audience and includes them and their concerns.
3. Find the emotional heart of the story.
Once you have found a good idea that you can commit to, it is time to put on your writer’s hat. How can you convey the message in a way that taps into the emotions of the audience? Funny or touching stories are great, but to be truly memorable they need to fit into an overall narrative that leads the audience where you want them to go.
In the Railroad Commission piece, I structured the narrative around dramatic turning points and played up the stakes with historic quotes like this one from the French oil minister at the close of World War I: “As oil had been the blood of war, so it would be the blood of the peace.” In “Blowin’ in the Wind,” the entire song hinges around the simple metaphor that an abstract concept (answers) can blow in the wind like leaves—something everyone can relate to.
But there is more to the song’s structure than that. Instead of hitting us with everything all at once, the song asks us to think about some simple matters:
How many roads must a man walk down
Before you call him a man?
Before leading us on a journey where the questions become increasingly uncomfortable, ultimately asking us:
How many deaths will it take till he knows
That too many people have died?
As with getting your point across, creating a piece that is truly memorable starts with a thoughtful approach. Solid writing techniques such as storytelling, analogies, quotes, and imagery will give you punch, but if you don’t have a solid idea as the foundation of your piece, ultimately your words, my friends, will be blowin’ in the wind.