You have a message to share.
An email to a boss. A presentation to a prospect. A national advertising campaign.
Hell, it could be a text to your teenager to ask her to do the dishes.
Whatever the scenario, here are 5 simple tips to incorporate when you’re writing copy intended to connect.
1. Get to the damn point. Journalists would say, “don’t bury the lead”, and it’s true. Say what you intend to say, clearly, and early.
2. Write to the emotion. What emotion do you want your reader to feel? Settled? Encouraged? Challenged? Inspired? Angry? Get in their shoes, imagine what it’s like to be them.
3. What’s in it for them? Old school sales training here, but make it about them, not you. How does their life get better? How do they get promoted? Make more money? Have a better relationship? They’re not mean, but they really don’t care that much about you, they care about themselves. Help them. Add value.
4. Engaging > Perfect. Unless you’re writing a thesis or formal report, write how you’d talk. We want to hear your voice, your perspective, your tone. We’re not that worried if you miss a comma.
5. K.I.S.S. Keep it simple, silly. Trim down, edit, curate, be ruthless in your pursuit of a simple idea that sticks.