1. Broaden Your Horizons

   Don’t be afraid to try out a new writing style. Just because you may have focused on hard news or studied a specific area of journalism doesn’t mean you can’t branch out into other areas in the industry, like home and garden writing and e-commerce, said Megan Wahn, associate commerce editor for Condé Nast. Wahn has written for Architectural Digest, Epicurious, Bon Apetît and various other publications.

“Never in a million years would I have thought that I would be doing commerce,” Wahn said. “It was definitely a bit of a culture shock for me.”

Though it may feel like commerce writing is less thrilling than the hard-hitting pieces many Grady students will cover at some pointl, that’s not the case. The industry can be a fun and stimulating environment in which you can collaborate and take time with your stories, Wahn said.

“I don't ever feel like I'm apathetic at work, I always feel invigorated by what I'm doing,” Wahn said. “It doesn't feel monotonous. One day I could be testing pairing knives, another day I could just be shopping for bar carts or aggregating the staff's thoughts on different quilts. I never feel bored at work, which I think is really, really special.”

2. Honesty is Key

Most product reviews and roundups are subject to opinion. This can pose a challenge for a journalist who has been trained to recognize and put aside bias. Commerce writing requires a bit of opinionated writing at times, but you can strike a balance by being transparent and informative, Wahn said.

“It's understandable to feel kind of like weird about (commerce writing),” Wahn said, “Some people would maybe look at commerce and say, ‘Oh, it's not really journalism,’ since we're working in service to selling stuff to people. But I think the journalistic integrity there is to just be honest and what you're recommending.”

3. Integrity in Inclusivity

Service reporting should be accessible to everyone, and that means making sure the content, copy and format is inclusive. Aim to cater your stories to a wide range of readers, as you’ll garner more viewer traffic and product sales, said Laura James, an editor for HGTV.

“We try to provide a wide range of products for different price points, different interests, sustainable products, like all kinds of things that different readers would want, but of course we're not gonna be able to satisfy everyone's shopping preferences,” James said. “That's just kind of the nature of working for a national brand.

4. Write With Purpose

Every company, along with every individual writer, has their own set of core values that influence the way they create and market content. It’s important to remember the purpose behind service writing such as product reviews and recommendations, said McGee Nall, Senior Writer at Magnolia.

“What we're writing about is for sure about home and garden and hospitality, but it always comes back to kind of a core value system, which makes the work feel really valuable,” Nall said. “Especially when we get to really work that muscle and do a little more storytelling, which the Grady in me loves.”

5. Listen and Learn

Listening to reader feedback is one of the best ways to enhance commerce writing. The audience for retail stories varies from topic to topic and each piece requires you to cater to a different reader base. Being observant of viewers’ reactions will help keep audiences engaged, James said.

“You'll quickly learn that not every piece that you write, especially in commerce, is going to serve every person in your audience,” James said.

Communicating with your audience will also help build your professional brand as a writer and strengthen your reader base. It also serves as a good reminder that the work you’re doing is important, Wahn said.

“You are kind of delivering a sort of service to people,” Wahn said. “It's a lot easier to kind of connect with readers through commerce. you actually feel like you're having some sort of tangible impact on your reader's lives.”