Balancing Craft and Style: Mastering the Art of Writing for Readers
William Zinsser, the author of On Writing Well, claims that good writing is mindful of the reader; sloppy writing that is difficult to read will deter them and discourage them from continuing. He tells us to keep it simple, avoid unnatural and complex words, and eliminate as much as possible because it isn’t necessary and will lose the reader. He does all this just to turn around and say to hell with what the reader thinks and creates a seeming paradox.
Zinsser puts readers in a liminal space between influence and powerlessness as he asks the writer to both be mindful of and disregard them. What makes this a seeming paradox is that he is considering the writer’s role in two different contexts. He writes, “I’m talking about two different issues. One is craft, the other is attitude. The first is a question of mastering a precise skill. The second is a question of how you use that skill to express your personality.”
Zinsser urges writers to first master writing as a craft, learning the essential tools that are the foundation of successful pieces. It is tempting to hit the ground running, writing what feels right, but it’s often an impersonal reflection of what we’re taught in school. Without mastering the craft, writing can turn into journalese that sounds intelligent but has no substance behind it.
As in most creative fields, students are encouraged to learn what is acceptable before experimenting with what they find interesting. Once they have mastered the basics of their craft, they can let their attitude flow into it, giving it style. But the only way to exercise your writing skill is by doing. The more you write, the better you will become, and your readers will thank you.
Once the fundamental elements of writing are manageable, the next challenge is letting your style add color. Style should represent the writer’s ideas in a unique way that reflects them. Learning the craft of writing should leave the writer confident in their ability, empowering them to relinquish concern for the readers’ opinion. Doing so lets the writer express themself with uncensored passion, which will nearly always entertain the reader.
Living and Dying on Airbnb, a long-form article by Zak Stone exhibits immense passion and authenticity in the writing style. It’s a first-person narrative describing the dangers of Airbnbs and his experience losing his father at one. We, as readers, are often drawn to stories about death because it is sensationalized and made to be exciting, but that is not what makes Stone’s article effective.
“After her death, the company began promoting a program to give out free smoke detectors and carbon monoxide detectors to American hosts who asked for them. Still, more than 11,000 rentals are available for rent in Taiwan on Airbnb, with no requirement of demonstrating working carbon monoxide detectors or permitting. After my dad’s death, additional safety tips were added to the sign-up process for new hosts. But still, every new property starts off on Airbnb without certification — just self-reporting — to make sure it’s complying with safety guidelines or local laws.””
The above quote from Stone demonstrates his skill; it is easy to read and feels like a conversation while conveying facts. He intertwines liability and local government policies with his thoughts and feelings. There is no shortage of substance to this piece.
How Puerto Rico Became the Newest Tax Haven for the Super Rich is a long-form article by Jesse Barron about tax loopholes in Puerto Rico and the lavish lifestyles many rich people are building there. Like Stone, Barron also writes in the first person but about wealth, another topic that is commonly sensationalized.
“Rill wanted to convince me that the acts were an economic boon to the island. The “tax hacks” created jobs for Puerto Ricans, like Kuilan. (The acts together have created 12,000 new jobs, according to the government, out of a total workforce of 1.1 million.) Rill’s 20/22 Act Society, the organization that hosts Cocktails and Compliance, also funded relief work after Maria. On weekends, he rescued street dogs; he had opened a shelter for them, on an old farm several miles outside the city. “We’re trying to break the stereotype,” he said, of “a bunch of rich guys flying in on their private planes, helicoptering into their private walled resort.”
“Rill wanted to convince me that the acts were an economic boon to the island. The “tax hacks” created jobs for Puerto Ricans, like Kuilan. (The acts together have created 12,000 new jobs, according to the government, out of a total workforce of 1.1 million.) Rill’s 20/22 Act Society, the organization that hosts Cocktails and Compliance, also funded relief work after Maria. On weekends, he rescued street dogs; he had opened a shelter for them, on an old farm several miles outside the city. “We’re trying to break the stereotype,” he said, of “a bunch of rich guys flying in on their private planes, helicoptering into their private walled resort.”
Jesse Barron, How Puerto Rico Became the Newest Tax Haven for the Super Rich
Despite the similarities in writing elements, Barron’s article is less engaging than Stone’s. The quote above is potentially the most interesting in his entire piece. It contains interesting and even controversial content using direct quotes, making it feel more authentic, but it’s still bland. He’s missing personality, insight, and opinion. Does he believe that Rill wants to help Puerto Ricans? Does he support acts 20 and 22? What does he think about Rill’s 20/22 Act Society? We, the readers, have no idea and lose interest.
Putting style and opinion into long-form articles is essential to keep the reader engaged. Reading Living and Dying on Airbnb took me roughly half the time How Puerto Rico Became the Newest Tax Haven for the Super Rich did despite being around 1,250 words longer.
Ultimately, Zinsser’s seeming paradox is just that – seeming. He uses it to guide writers to form a solid foundation, incorporate their style, and retain the reader.
