Editing other people’s work is a great way to get a fresh perspective on your own. Is my introduction lackluster? Was I too lazy to fact check? Did I actually use spell check? Does the end of my article drop off like a cliff because I was racing to meet a deadline?
As writers, we often value the “meat” of our copy or the creativity we used to get there. Sometimes, we treat the headline as an afterthought, the pre-stick bow we slap on an otherwise beautifully wrapped package.
What’s Merriam-Webster’s secret? They have made themselves relevant again by creating a brand voice and tone on their digital channels that resonate with millennials as well as dictionary users of old. They have created a fresh impression with a tone that is fun, witty, playful and sometimes irreverent. It’s exactly the kind of thing that entertains people on social media.