Write value, weigh content

You must read if you wish to write. If you are a writer, you must find your reader. You must weigh your words to deliver maximum value. Early lessons.

I started reading early with no ulterior motive. That crept in soon after the professor checked my essay on the college canteen. You are a good writer, she said. Be at it, she advised.

She went to on to make me a part of the editorial team of the junior college magazine. I had arrived, I was sure.

Then I found myself standing at the college gate pleading with all who entered to take a cyclostyled (yes, that used to be a thing) copy of The Junior Rag. The idea is to find your readers, and for that you must go to them, my teacher had said. All I could find was juniors and seniors alike treating the Rag as just that. For the next few days, I stayed clear of the waste bins and random flying bits of paper.

During my year in journalism college, I respectfully approached the instructor. I was carrying a sheaf of painfully typewritten pages. On the pages were words sure to pull readers to the resort I was helping sell. It was my first step into the exotic world of copywriting.

He flipped through the pages as if he were looking at some animation. Then he casually transferred the bunch from one hand to the other as if weighing the pages. “you can expect to get …” he mentioned a price, gave me a patronizing pat, handed the pages back dropping some in the process and moved on.

More recently I cleared out a huge stack of yellowing newspapers from the attic. Each carried a story with what was once rarely obtained, my byline. Explosive exposures, tearful tales, faithful facts. All by a writer who had, as my boss once put it, “strayed” into journalism. The scrap dealer dumped all the bundles on a large weighing scale, checked the weight and counted out the compensation. No, I did not linger for another backward glance.
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Today, when yet another potential client asks me to quote my price per word, per page or per hour, I revisit my early lessons. Then I weighed every word because I valued the reader. Now the buyer weighs content that must be optimized to be found.