March 5 — Critical copywriting with a solutions lens
Week 7 · Thursday
Key takeaways
- Use a “backlog” for out-of-scope ideas. This preserves good concepts without derailing the project’s core focus on the minimum viable product (MVP).
- Master craft before style. Per Zinsser, writing style emerges from a strong foundation in clear, clutter-free craft — not from artificial flourishes.
- Adopt solutions-oriented writing. This method builds credibility by identifying an industry problem, explaining its impact, and highlighting other organizations implementing solutions.
Topics covered
Campaign strategy and project focus
- The campaign strategy, personas, and research dossier are complete
- Use the “backlog” technique to preserve out-of-scope ideas without derailing the MVP
- Scope discipline is a professional skill, not just a class requirement
Zinsser’s principles of copywriting
- Strip writing of clutter to build a strong foundation
- Use “I” strategically for intimacy and authenticity
- Craft and style are separate: master the foundation first, style follows naturally
Spring break assignment: solutions-oriented blog post
A three-part structure:
- Call out a specific industry problem — be direct about what’s broken
- Explain its impact with evidence — use data, examples, real consequences
- Highlight organizations implementing solutions — position your organization as part of a larger movement for positive change
The goal is to establish authority by critiquing an industry problem and showcasing solutions, not to sell.
Recording
Assignment due after spring break: Solutions-oriented blog post