Why your Copy is like a pint of Guinness
The Queen & the Duke of Edinburgh resisted the temptation while Barack & Michelle enjoyed it. What is it? Ireland’s most famous export – a pint of the black stuff; the most recognised Irish drink bar none – a pint of Guinness.
When I watched the Master Brewer explain the process of a pint to the Queen a couple of weeks ago, I got to thinking about it’s similarity with writing.
And while a sip of the black stuff has helped many a writer with their writers block, I thought more about the end step.
It all comes down to the settling of the pint. The settling of the pint is unique in beer pulling. It’s here where the gases rise up and make the pint as smooth as possible. When the pint is settled, it’s finished off or topped up and handed over at the bar.
The same thing can be said for writing copy.
When you write good copy, you should leave it for a while and then come back to it.
When you return, you can make edits or not to it, but at least you’ve given it breathing time. Don’t hit the publish button or the send button without letting the copy settle.
Just as you look forward to taking your first sip of a pint, your readers will look forward to reading copy that relates to them and isn’t pure hot-air.
What a pint of Guinness taught me about writing copy: Six steps to the perfect piece:
Be comfortable with it.
And if you want the six steps to the perfect pint, Guinness Brewmaster Fergal Murray shares his tips with the Wall Street Journal: