Can You Develop Your Academic Writing With a Copywriting Formula? – TUB-Thump 021

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I enjoyed writing academic essays most when I was being creative in the process.

My aim was to guide the reader on a journey of discovery. A couple of times, I was a bit cheeky and argued against an idea that didn’t have much to argue against.

The best way to do that was to build up a compelling story and back it up with as many relevant points as possible.

Since I was writing about fiction on these occasions, I was demonstrating how perspectives aren’t all the same. But in order to do this, I needed to take the reader with me. After all, what’s the point in them getting lost after turning the first corner?

I was being cheeky, yes. But I wasn’t being kamikaze. The aim was to have fun, not lose marks!

It helps to look at different styles of writing, no matter what you’re working on.

For instance, academic coursework uses a particular language and flow. Yet that writing can still be improved by borrowing from fiction, copywriting, and other aspects of the written word.

That’s why today’s TUB-Thump takes a look at Pamela Wilson’s 7-part formula for content marketing.

Marketing may not be your first port of call, but it could help you see your writing from a different perspective, or let you tweak your style in creative ways.

What creative flourishes can you borrow today?


Here are the show notes for the 9-min episode:

  • 00:30 – Copyblogger FM show on making content marketing easier.
  • 01:00 – I introduce Pamela Wilson’s 7-part formula for writing content. See the infographic below for more detail. And if you’re really interested in content marketing, check out her new book, Master Content Marketing.
  • 02:20 – Narrative and flow are important, no matter what you’re writing.
  • 03:05 – Leading the reader in and getting them involved. “Why am I here? What’s this all about? Why should I care? What’s interesting about this?”
  • 04:50 – Pack a punch in your summary/conclusion by reinforcing your ideas and findings.
  • 05:15 – Call to action. Not quite the same with academic essays, but there’s still some scope.
  • 06:40 – Steven Pressfield: Writing the hero into the story, whatever the writing. The hero’s journey gets the reader hooked. “I’ve had my own hero’s journey, and you have too. We’re both still on those journeys.”

Pamela Wilson has helpfully published an infographic with her 7-part formula. Like I say, it’s not an alternative to academic writing, but it may give you an extra creative jolt:

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Like this infographic? Get more content marketing advice that works from Copyblogger.


Music for TUB-Thump is Life, by Tobu, which is released under a Creative Commons license. Check out more of Tobu’s great sounds on Soundcloud, YouTube, and his official site.

TUB-Thump is part of the Learning Always Network.

Keep being awesome!