May 7, 2017
What do you mean by “creative”?
When you tell a writer his or her lead/lede or headline should be "more creative," what do you mean?
Here are terms editors and writing managers have shared when I asked the same question: flashy, lively, clever, striking, eye-catching, enticing, tempting, peppy, ad-like, colorful, spirited, just better.
But are these terms any less confusing than "more creative"? How do you handle this issue with writers you work with? Let them figure out what you mean on their own? Have email, phone or in-person discussions? What's your best advice?