If we were to sit down and have a chat about writing, about sending out content, messages, communication (whatever the media) for people to read, follow, understand, engage with then these are the kinds of things we’d end up talking about.
The list isn’t exhaustive, and some points might sound obvious but I’d love you to use it as a starter for ten. A jumping off point for thinking about how you engage with your readers – your clients, customers, stakeholders – in a way that builds relationships based on trust and respect.
And I’m always happy to have a chat about any aspect of communicating and engaging with audiences. Just give me a call on 07920 144943 or email harriet@moorcommunication.co.uk
Tips to sharpen your writing
- Read your writing out loud while you’re drafting, and definitely before hitting send. How does it feel saying the words out loud? Does it sound like you or a slightly stilted version of you? Where do you trip up? Follow these clues and work out if it’s the wrong word, the wrong order or if the tone isn’t quite right.
- Leave it to breathe. It’s oh so tempting to hit send and move onto the next thing, but get up, walk away. Print it out, read it in a different room, write it out by hand or copy and paste it into Notes. How does it feel now?
- Use the ‘Send test email’ button repeatedly when drafting your email newsletters to see how it lands, how it reads, how it looks and feels in your inbox.
- Embrace white space on the page and give your reader time and space to breathe and take in your words. Make the most of 2point line spacing, use bullets points and line breaks.
- Make the most of our digital world and sprinkle your email newsletters with images and graphics. Sometimes a photo and short caption will do the job.
- Think light touch, use clear simple language and remove the filler words like ‘just’ and ‘only’. The Oxford Guide to Plain English is a brilliant resource.
- This might sound daft, but have you signed your email newsletter with your name? You can’t build a relationship if you don’t know someone’s name or what they look like so even if it’s going out from a team, use their names.
Put your audience first
- What do you want the reader to know, feel and do? It’s easy to leap into ‘inform’ and ‘do this’ mode but how do you want your reader to feel when they see your content land?
- Picture your reader on the bus, in between meetings, boiling the kettle or doomscrolling. How will this message land? Basics first, will they easily recognise your name, your branding and the tone of voice from the opening sentences? How did you leave them last time, reflect back, be present and look to the future. Remember you have the advantage; you know you’re sending this out they don’t so make it easy for them, invite them into your space and make them feel welcome.
- Think conversation not broadcast – what would you say and how you would you say it if you were having a coffee with your reader. And crucially, what do you think your reader would be asking you, how can you bring that into your messaging?
- How often do you use ‘we’, ‘me’ or ‘us’ rather than ‘you’?
- Regular drops of content especially story-based content in a familiar consistent voice, built around your values and ethos will bring results and deepen relationships but you need to give it time and TLC.
- The thing about sending content out into the world is that it is about you, but it isn’t. It’s about your reader, or rather your organisation through their lens.