Aug 02 2010
Does What “Creatives” Do Matter?
I started reading a new work-related book a few days ago on the topic of Search Engine Optimization (SEO). The book’s author is highly successful; the book came recommended. Just a few pages into it, though, I was discouraged enough to put it down.
It really started in the third sentence, when the author writes about words, saying : “Spoken effectively, and they can build mighty empires….”
What?
And in the fourth sentence: “Before the ink pen, printing press, typewriter and the Internet came along,….”
What other kind of pen is there? And why the extra “the” before Internet? And how odd the book’s using AP style, with no serial commas (though later, of course, serial commas do occasionally appear).
Why in the next couple paragraphs does it mention “13 billion pages” but spell out “twelve to fourteen years”?
The book’s introduction goes on to explain how the author got involved in copywriting and SEO and how he just loves to write. In fact, he says, “The one thing I knew I could do and do as well as the best out there, was write.”
Who am I to disagree? After all, the book is published. People like me are buying it. The author has a successful writing business. And it doesn’t seem to matter one whit that the book is poorly edited and grammatical and typographical errors can be found on nearly every page (at least the 15 pages I’d made it through at that point). Later, the author goes on to say he favors a “conversational” style and advises web writers not to worry so much about the rules their English teacher taught them.
I’m all for conversational, but I like grammatical, too. Clearly, what I would have done (dotted every i and crossed every t) and what I bring to the table for my clients (good writing that’s also technically correct) isn’t the key. People are buying this book for the information it imparts about SEO, and maybe the average reader wouldn’t even notice the issues that bother me so much. (Like all those endnote references that aren’t superscripted, so they just look like numbers at the end of the sentence.)
It begs the question: Does what I do really matter?
Does what any “creative professional” does really matter? The graphic designer who brings order and elegance to information? The photographer who fusses over lighting and composition? The layout specialist concerned with kerning and leading and line breaks?
Clearly, creative professionals think it does. But the majority of the world? I’m not so sure.
Will a Web page get more hits if its beautifully designed and edited, or does it only matter that it has a big button “Something Free Here!” or a few metatags somewhere?
Painful though it’s been at times, I’ve been plowing through my SEO book to see. To be fair, it really is interesting, and I’m learning from it. In my head, though, and even with my “ink pen,” I’m proofreading and editing every step of the way. Because, paycheck aside, what I do at least has to matter to me.
Same for you?
# # #
The books I haven’t written are better than the books other people have.
~ Cyril Connolly
Christine Hollinger (aka WordPlay) helps all kinds of people in all kinds of businesses and non-profits explain what they do. You can visit Chris online, on LinkedIn, and on Twitter (as WordPlayatWork).
One Response to “Does What “Creatives” Do Matter?”
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Chris, I read the same book last week, and with pretty much the same mixture of outrage and amusement. The first few chapters in my copy are dotted with disdainful underlinings and marginalia.
Then I just had to let it go. “Not everyone,” I reminded myself, “has had your advantages.” Bad writing is nothing new (see Mark Twain on “Fenimore Cooper’s Literary Offenses.”). Comparisons are odious. And somewhere, someone just may be snickering at MY style.
Yes, what you and I do does really matter — to people who value what we value. Writers who are less picky will find clients who share their standards. Ideally, there’s enough work for everyone.
At least the SEO guy gave me my $19.95 worth of helpful hints.
Oh, thanks for the Connolly quote.