Quoting techniques that turn heads (and boost hireability).
Quote-driven content is one of the most risky yet rewarding facets of freelance medical writing. While some freelancers take very naturally to interviewing subject matter experts and fusing various information sources together, most do not. In fact, it’s so challenging that most Prospologers choose not to attempt it for their portfolio, even when offered extensive training and a safe environment to venture out of their comfort zone. Nevertheless, this is a lucrative arena to play in. So if you’re keen to incorporate quotes more effectively into your own writing and are ballsy enough to try something new, look no further! I’m about to break down the main learnings into bite-sized chunks for your learning pleasure.
Opening with a quote captures attention and sets the tone
Starting a written piece with a quote has the potential to engage your reader right away, as well as make them more receptive to your message. This is partly because it’s daring and impactful, stopping them in their tracks to pay attention. But also because it helps you establish a personal connection by creating an opportunity for you to latch onto their feelings and goals.
Any opening quote should reflect the piece’s overall topic, message, and underlying themes (which should already have been clearly established beforehand). Not only that, you’ll need to make sure the quote strikes an emotional chord with your reader. Otherwise, it will fall flat and you’ll fall flat on your literary face. Suffice to say, it’s risky as heck.
Quotes can help you navigate sensitive topics more readily
Further into a written piece, a quote can also serve as a way to soften language, making a message more palatable for your reader. If you’re ever worried you’re going to lose your audience’s trust (and readership) or make them angry by touching on a sensitive topic, a well-placed quote could save your butt.
By conveying information through someone else’s viewpoint, quotes grant you the ability to separate out your own voice from that of a subject matter expert in order to remain unbiased and neutralize delicate matters more easily. In other words, if you’re not the one saying something controversial, the reader can’t be mad at you.
“Don’t shoot the messenger!” – Signed, a not-so-guilty messenger.
Through use of quotes, you can still achieve all of your communication objectives without the reader getting upset or disengaging. Mission accomplished.
When in doubt, shine a light on the subject matter expert
On the flip side, your interview subject might not be the “bad guy” but, instead, a knight in shining armour! On occasions when their expertise surpasses yours (a scenario not uncommon for freelance medical writers), you’re going to have to lean more heavily on them to inform your content. Let their insights enrich the narrative of the piece. Encourage them to openly express their viewpoints and experiences. In fact, let the flood gates open as much as possible, while keeping the conversation on-topic. You can figure out what to do with it all later.
While it’s okay to rely more heavily on quotes as source material when you’re not a subject matter expert, there are a couple of important things to keep in mind:
- Things presented as facts must be backed by data.
- Not everything said needs to be written as a quote.
Don’t be afraid to challenge the accuracy of interview-derived content, or omit it altogether if it’s misleading. Equally, your reader won’t explicitly know where you sourced your information, so you can work interview material into the main body of a piece in addition to incorporating direct quotes throughout. Try to strike a balance between conveying the essence of a message without relying too heavily on use of quotes.
Choosing the right quote(s) is key for audience engagement
The art of choosing the right quote cannot be overstated. Well-chosen quotes will leave a lasting impact on your reader, hitting the sweet spot where clarity meets empathy. For that reason, in addition to being easy to interpret, the best quotes are usually inspiring, thought provoking, emotionally inducing, or all of the above.
Ask yourself these questions to help figure out which quotes to include from an interview (only use the cream of the crop!):
- Which words/phrases immediately jumped out at you when you first heard them, or evoked a physical reaction in you?
- Which words/phrases speak directly to the reader’s circumstances, emotional state, and present need(s)?
- Which words/phrases do a great job of explaining a complex idea in a conversational or metaphorical way?
- Which words/phrases are more likely to stir your reader’s heart, prompting deeper reflection or a change in behaviour?
If there’s more than one valid perspective, lean into this
One of the great things about quotes is that they allow you to cover the same communication point from multiple different angles. You know that expression “There’s more than one way to skin a cat? 🐱” As terrible as it is, it’s true. Quotes can help you provide varied angles on a topic, deepening the reader’s understanding and appreciation for the subject matter.
Don’t be afraid to reiterate something you just said, this time using a quote (or vice versa). So many writers are fearful of being repetitive to the point where they completely skip over the fact that the reader hasn’t yet caught onto what they’re trying to say. Meanwhile, there are no second chances—the page has been turned, or the tab has been closed. Quotes give you the power to paraphrase without being repetitive, offering the reader a layered understanding of a topic.
The number of SMEs dictates how many quotations you use
It can be difficult to know exactly how many quotes to include, or how often they should appear in your work. I’m of the opinion that the density or amount of quotes throughout a written piece should primarily be determined by the number of experts involved. A good rule of thumb is:
- If you have one subject, the narrative from their interview will form the backbone of your written piece. Use quotes more liberally and consistently.
- If you have more than one subject, each voice is part of a larger story that you’re trying to tell. Be more selective with your use of quotes.
Irrespective of the total number of quotes you use, make sure your piece is complete and well-rounded. It’s one thing to weave in a richer and more complex story with multiple interview sources, but you should never do so at the expense of clarity or facilitating transformation in your reader. As such, each voice in a piece needs to be given the opportunity to add value, contributing to a cohesive and comprehensive narrative.
Concluding with a quote can leave a memorable impact
A powerful ending note in the form of a quote will resonate deeply with your reader, if you’ve got one that fits the bill. Concluding with a thought-provoking quote can leave a lasting impression, echoing in your reader’s mind long after they’ve finished reading. Because of this, they’re more likely to take action, contemplate the issue further, and tell a friend or colleague what they’ve read.
However, a “drop the mic” moment also has the potential to make you the laughing stock of the town if not well thought out. Your closing quote must not only be impactful, resonant, and authoritative; it must also emerge seamlessly and naturally from the narrative and feel organic in how it’s presented. If nothing jumps out at you as being conclusion-worthy, it’s probably best not to attempt it and let your former content stand on its own merit. At least you tried.
They say the pen is mightier than the sword, but a well-timed mic drop can silence even the fiercest critics.
Final thoughts
Incorporating quotes thoughtfully and strategically is an incredibly valuable skill for any freelance medical writer looking to grow their business or impress clients (and increase their rate!). Not only will it enrich your content; it will also strengthen the connection you have with your reader, making your message more relatable, credible, and memorable. So, what are you waiting for? Get your quote on! 💬
Need help solidifying, optimizing, or streamlining your business model? Not in love with your personal brand or service offering? Let’s discuss 1:1 coaching options: sophie@prospology.com
