Relationships and people. That’s what it boils down to. The relationship I have with my clients and the relationship they have with their ‘audiences’, their clients or customers or stakeholders.
Right now I’m working with small businesses and charities so rather than thinking ‘audience’ I find it easier to simply think of people. To picture the individuals who might read the words I write for a client, or help them to write.
Because yes, there are words on the screen, words in Word documents, words in Mailchimp, words on webpages. Words to review, shuffle and change. Words on paper too sometimes, but what it boils down to is finding the right words so that my clients can build relationships with their clients.
How are they feeling, what do they need to know. What do they need from my client and vice versa. How can we meet people where they are?
It takes time, thought, care and energy and I love it. I’m lucky enough to have grown up in a family of talkers. Conversationalists and storytellers, at least one side of the family.
Mum was endlessly curious about people and she was our family super connector, never not bringing people together. ‘Keep the lines of conversation open’ I can still hear her say. I like to think I bring a little of her energy into my work.
It’s why these walks on Ilkley Moor are so important. It’s time to breathe, to think and not think. A change of landscape, a brief exchange with another dog walker. A client meeting this morning. An email from a new client this morning that I’m mulling over. What do they need next from me, how can I make their lives easier, help them move closer to where they need and want to be. I love it. Sure, I love writing, but it’s what those words can do that I really love.