Confession #2: Writing always calls for a ton of revision

I mentioned in my last post that I’m currently working on copy for the Fall/Winter catalog. It’s just like writing an article or a press release. Your beginning needs to be the most interesting fact you can think of. The middle needs to contain all of the actual necessary information, and the end needs to seal the deal. It’s a pretty simple formula. And the thing is like 300 words tops. Quick, easy and relatively painless. Except maybe not so much. When you write for the catalog, you are trying to sell the book. You have to convince book store owners or other experts in the field that this book is new and exciting and that absolutely everyone with an interest in the topic needs to read it. This can feel like a lot of pressure.  Here’s a bit of insight into my particular process:

1. Open a blank word document and stare at it for at least five minutes. Then maybe go to the water cooler and refill your cup. Writing makes you thirsty.
2. Stare at that blank word document for another five minutes or so. Think about what you’re going to do when you get off work. Maybe pull out your iPod and search for some inspirational music to write to.
3.  Pull out an old catalog and read someone else’s copy. Decide what you like and what you don’t like. Then read some more copy. Soon you’ve read the whole catalog twice and you’re no closer to coming up with something than you were 40 minutes ago.
4. Finally type in all of the information you already know has to go on the page. Now your word document isn’t quite so blank and scary anymore. Maybe you can actually get something written.
5. Stare out the window at the couple fighting outside the apartment complex across the street. You can’t actually hear what they’re saying, but body language speaks volumes. He definitely cheated on her.
6. Come up with a lede. Then decide it’s total crap and delete it.
7. Oh look, you’re cup is empty again. Take another trip to the water cooler.
8. Time for a snack!
9. Write another lede, delete it and then decide to skip it all together. You’ll figure one out later.  
10. Make a to do list of all the other things you need to get done that day. Include all of the things you’ve already completed so that you have something to check off. You’ll feel slightly better about yourself and the fact that you are struggling so hard to come up with something for that catalog copy.
11.  Finally get something written. You’re not sure if it’s crap or not, but if you leave it alone for a few minutes (or days), maybe it will become clear.
12. Start a blog post about your struggles. Then maybe someone out there in the world can empathize with you.
13. Reread your catalog copy. Come to the realization that you used the same phrase (“Civil Rights Movement” for example) in almost every sentence. That probably isn’t necessary.
14. Try to come up with another way to express said phrase.
15. Write your lede! Be incredibly relieved that you finally have one that doesn’t sound like crap.
16. Save your work and close the word document. It’s not due for a week or two. Decide that you’ll wait a bit before revising it again.
17. Decide after revising it for the fifth time that it’s finished and put it in the appropriate drive for your supervisor to read it. Maybe go back and edit it one or two more times before he actually reads it. Just to make sure it’s perfect. Or at least make sure it doesn’t suck completely. As a writer, you’ll probably never be fully satisfied. Accept this. It will make your life so much easier.  

And tada! You’re finished! At least you are until your supervisor actual does read it and decides that he wants you to make changes. You know this is going to happen. Accept this too. The more eyes that read and revise it before it actually gets printed, the better it will probably be. This is also true of almost everything that you will ever write.