Refining your raw material
A few thoughts to help sharpen your impact
Gary Bloomer | SHAKING THE TREE # 236
Ideas are a dime a dozen. Execution is everything.
Every great piece of content begins as a raw thought—a spark, a feeling, a fleeting observation.
But the difference between a forgettable notion and a compelling, shareable piece of world changing, life affirming content lies in the process of refining.
Too many creators bang out lame-assed ideas and then stop at the first draft, a process that potentially leaves what could be a brilliant idea half-baked and sitting on its hands.
But Gary! Refinement will take longer! It’s so boring! Isn’t done better than perfect?
Yes, done IS better than perfect, but half done isn’t good enough.
Where else do you have to be? Sit your ass down and do the work.
Why refinement matters
Refining your material is about honing a voice that’s uniquely yours and giving your message as much punch as possible. Your rough draft is a lump of clay; but refinement is the process through which you’ll sculpt your thoughts into something worth engaging with.
Here’s why the process of refinement is non-negotiable:
1. Opt for clarity over cleverness: your first draft might be packed with passion, but does your passion muddy your meaning? Refinement forces you to distill your points so that they land without confusion or friction.
2. Emotional resonance: great content doesn’t just inform; it connects people to new ways of thinking. By tightening your language or cutting scene length you hone and amplify the emotional pull and impact of your message.
3. Authority and trust: sloppy work erodes the impact of your influence and deadens your credibility. Polished content signals your professionalism and caring for your message, and, ultimately, for your reader.
How to refine like a pro
1. Let it breathe (but not too long)
Get your ideas down on paper or on screen as quickly as you can and then walk away after the first draft—even if that’s only for 10 minutes. By coming back to your material with fresh eyes and renewed enthusiasm you’re much more likely to catch awkward gaps and weak transitions.
2. Thin the herd!
Cut filler that doesn’t serve your core message. That witty tangent or over-explained example? If it distracts, delete it. Your writing will be better for it.
3. Structure for flow
Does your piece have momentum? Use:
- Headlines s subheads – guide the reader effortlessly.
- Short paragraphs – white space is your friend.
4. Read it aloud
If it sounds awkward when it’s spoken, it’ll read awkwardly. Listen for rhythm and stumbling blocks. Fix anything that sounds off.
5. Test the hook and the close
- Hook: Would you keep reading?
- Close: Does it leave them thinking, sharing, or acting?
The balance: speed vs. refinement
Yes, as much as I preach speed, I urge you not to hurry up at the expense of quality. The key is efficient refinement:
- First draft: Fast and messy.
- Edits: Surgical and purposeful.
Final thought
Refinement is where good content becomes yours. So don’t just create material—craft it.
As always, thanks for reading.
—Gary
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P.S. If you found this useful, share it with another creator who needs an ego check (in a nice way). Want more unfiltered takes on content creation? Join my newsletter. No fluff, just the stuff that works.
Next time on Shaking the Tree: Why you must not quit!
ABOUT THE AUTHOR: Originally from the U.K., Gary Bloomer is a writer, branding advocate, marketing specialist, and an award-winning graphic designer.
His design work has been included in Creative Review (one of the UK’s largest design magazines). Since 2009, he has answered over 5,000 marketing and business questions in the Know-How Exchange of MarketingProfs.com, placing him among the top 3% of contributors. He lives in Wilmington, Delaware, USA.