What do you write? How do you engage with your audience? Do you craft carefully scripted persuasive copy or do you write a letter? What style is most effective for connecting with your readers? More and more, people are growing tired of the commercial wrappings of communication. I know I am – both as a writer and a reader. Those oh so replicated phrases and promises that inundate website and email copy. Register for our newsletter. Sign up now! Improve your bottom line. Low fat. We become desensitized to commercial copy over time because it loses impact when we use keywords by the kilogram, carefully inserting persuasive power words and calls-to-action. I’ve preached the value of persuasive speech and influential writing myself – and understand that it can be used effectively to prompt a click or even a sale. But such communication fails to differentiate one writer from another – one message from another. I would love to see Communication 2.0 arrive – a transparent me-to-you-to-me style of dialog that rejects intentional influence, boasting or trickery.
I was once very careful about scripting everything I wrote. Unfortunately, I still am in a way. Habits are hard to break. I can’t count the number of words that I wrote in my lifetime which sought to provoke action. Recently, I realized that I was so focused on scripting my message with precision that I was overlooking the importance of simple basic human interaction. I was concentrating on the words rather than the person. Why am I writing to you? Did you ask me something or do I want to tell you something? If I want to tell you something, why do I want to tell you. Do I want you to buy something from me or do I have something to say that will actually benefit you? Do I want to help you or do I want your money?
I have always had a disdain for sales – persuading people to purchase something. Obviously, sales are important if a business is to survive. But I would prefer to help people by providing something of value. Something that doesn’t necessitate a fancy commercial wrapper to persuade you. Something that you might use, if you choose to use it. Something of value and worth. Today, I am not hoping that you will buy something. I have nothing to sell today. But I promise that if I do have something to sell one day, I’ll let you know without disguising it in a fancy red font wrapper. I love the organic design of words. The nakedness of purpose. The truth of admission. That is communication 2.0 – and I sure hope that it is the next wave that curls onto our shores.
tags: communication writing copywriting marketing
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