Technical writing services by Espirian

Writing a first draft – the why, what and how

Writing a first draft of any piece of content can seem daunting. You’re at a keyboard or have a pen in your hand. Either way, getting your thoughts on to the screen or on paper can feel tough.

And that can be enough to stop you from even starting. Let’s see whether we can get over that, shall we?

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Before you write anything, you should have an idea about what you want to write about and why. When it comes to most web content, the ‘why’ is more important than the ‘what’. Once you’ve got those nailed, you can move on to the process – the ‘how’ – of writing that content.

But let’s start at the beginning. Without a good ‘why’, there’s really no point in doing any of this.

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The ‘why’ – what is your purpose?

There should be purpose behind each article and web page you write, and that means you should have in mind the key point that makes the content valuable to you and your audience.

The wrong reason to create content is just because someone else is doing it.

My content marketing mentor, Mark Schaefer, has written a great piece related to this: take a look at Random acts of content.

The content you produce should be:

Here are some real examples of how that works:

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The ‘what’ – which topics should you write about?

💬 ‘I don’t know what to write about.’

That has to be the most common response I hear when I talk to people about their plans for content creation.

💬 ‘Everything I would write about has already been written about.’

And that’s the second most common response.

Here’s what you need to know:

Perhaps these points will give you some confidence that you really can do this. But even with that confidence, bear in mind that it takes a while for content to have an impact. I’ve written about this in the 30-month mindset.

Now you need to think about the specifics of what value you can deliver. I break that down like this:

If you’re struggling to find a creative spark, take a look at 5 ways to think of ideas for your blog.

From my point of view, I know my strength is turning complex ideas into simple content – the sort of explanations that make people go ‘oh, I get it now.’ So, I use my blog to demonstrate that.

Sometimes I write about the mechanics of writing. Other times, I’ll share advice on using social media. And yet other times I’ll put down something about the way websites work or how to market your content.

All of these topics come back to having the ability to communicate complex ideas so that the audience gets value, doesn’t feel stupid and occasionally thinks ‘you know what, I could save a lot of hassle by getting this guy to write my content for me.’

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The ‘how’ – what are the mechanics of the first draft?

If you’ve got the ‘why’ and the ‘what’ sorted, the rest is usually straightforward.

My best advice is to write everything you can think of about the subject matter you want to cover.

Then leave the writing alone long enough so that it feels fresh when you return to it.

Finally, cut all the fat from the content and leave only the lean muscle in place.

It’s important not to stress about editing when you write your first draft. Just get your thoughts down.

That might mean that you write in bullet points, and that’s OK. Don’t worry about spelling, grammar or any of the usual stuff that you were taught at school. Ideas are the only things that matter at this stage.

You may find it easier to write by following a template. For example, for blog posts you could use the following:

  1. Headline
  2. Question or problem statement
  3. Intro and summary of key points
  4. Key points in detail
  5. Wrap-up and call to action

Whether you follow a structure like this or prefer to do things a bit more freeform, get those thoughts down and then leave the text alone.

It’s a bit like kneading bread and then leaving it to prove – when you come back, it will look and feel a bit different from how it was when you created it.

You’ll hear this initial stage referred to as the ‘messy’ or ‘ugly’ first draft. Don’t worry about what the text looks like at this point. Remember that a marble statue starts out as a rough block of stone.

The editing stage is where the real magic happens. That’s where you bake the bread, polish the statue or do whatever other metaphor suits you.

Rather than editing their own content, some people invest in paid help from an editorial professional. In many cases, you can do a pretty good job yourself. Look at my proofreading tips and writing tips for some practical guidance.

Here’s some general advice:

Concentrate on the essence of what you want to say, and make sure that the way you say it represents your authentic voice.

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A trick for discovering your authentic voice

Use voice dictation to record what you want to say in your piece of content.

Smartphones make it easy to turn audio into written notes. For example, if you have an iPhone:

The result will be saved as a text note in the Notes app.

Read the note. What patterns appear in your natural speech? Are they things you could include in your written content?

You might worry that using a conversational approach in your writing will make you sound too relaxed and unprofessional. My answer to that is that most readers will appreciate content that is simple, relatable and human. For me, that wins over stuffy, buzzword-filled content any day.

If you know your audience well enough, you’ll understand what tone will hit the right note. But remember: give them what they need and want, not just what they expect.

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Let’s wrap up

It’s important to spend some time understanding the ‘why’ behind creating content. What are you trying to achieve? Once you know what you’re aiming for, you have to think of what you can deliver that will be of interest to your intended audience.

A bit of thought will reveal the topics you know about that you could share with others. Don’t fall foul of ‘this isn’t an original idea’ thinking. Create something that’s earnest, helpful and written in your authentic voice. That’s how you’ll find an interested audience. But bear in mind that it can take a long time for this content to have an impact.

Whether or not you follow a structure, get your messy first draft written. Then leave it to ‘prove’ and finally edit it without mercy. An editorial pro can help with this – especially if it’s something of strategic importance to your business – but in most cases you can do a decent job yourself.

The best advice I can give you if you’re thinking about writing content is this: go and write some content. The more you practise, the better you’ll be.

So don’t delay: get that messy first draft underway.

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Thanks for reading,

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