Why (The Right) Words Matter, More Than Ever Before
Does your heart sink when you read yet another article or post that opens with, “in these unprecedented times…”?
“I wish everyone would stop banging on about the ‘new normal’,” a friend commented wearily over Zoom last week. The conversation led to making a list of our most hated corona-isms, which included “pause and reflect”, “it’s OK not to be OK”, and “stay safe”.
Back when I was a struggling creative writer (OK, I still am – what of it?), I was told by my tutor that readers will mentally skim over clichés. They’ve read those words so many times, he said, that they no longer have any impact or meaning.
So, do yourself a favour, and cut that sombre opening paragraph about the world having changed out of all recognition “due to Covid-19”. Because you’ll be getting straight to the point, your words will pack a cleaner punch – and besides, “these challenging times” really don’t need explaining.
“I’m still here for you”
Customers need basic, human-sounding reassurance during a time like this.
We seek comfort from the familiar, which is why we turn to our family and friends when the shit whacks the fan.
But imagine running to your best friend in a time of crisis, and instead of crushing you in a gorgeous hug, they just stared emptily and said, “your welfare is of the utmost importance to me, during these unprecedented times.”
It might sound strange, but I’ve found the ‘excessive formality’ route chosen by a lot of big companies upsetting, because formality does a fantastic job at creating (non-social) distance. Every new email containing a “statement from our CEO” seemed to make what was already an alien situation feel even weirder.
So, talk to your customers like you’re an actual person, and they’re actual people. Reassure them that you’re still around, and explain any business changes in a clear, confident, and caring way.
(A great way to reduce formality in written communications is to read the words out loud. If they sound weird coming out of your mouth, find a more natural way to say them).
Make ‘em laugh (if you can)
In Italy, Burger King released an ad for their new ‘Social Distancing Whopper’…
… “with triple onions, that keep(s) others away from you”.
Recently, I listened to an online seminar about behavioural science in advertising (my new favourite ‘thing’).
The 200-or-so-strong audience were polled about the kind of ads we wanted to see during the pandemic, and we overwhelmingly opted for ‘ones that make us laugh’.
Laughter gets people through crises. It’s why the First World War trenches bristled with gallows humour (Ypres soldiers even created a satirical newspaper, The Wipers Times, from an abandoned printing press), and why Hollywood responded to the Great Depression by releasing more comedy films.
So, don’t be afraid of weaving a bit of much-needed fun and lightness into your words. Not only are your readers likely to appreciate the laugh, it’ll help instil some of that confidence I mentioned earlier.
Can I help with your words this summer? Whether you’re in need of a sparkly new profile, copy that’s catnip to customers, or a niche article about the importance of clogs, I can help.
Find out more here.
Related Articles
How to Write About Yourself (So You Sound Unique and Interesting!)
Nothing and nobody is boring, once we’re able to understand them properly.
Read moreDo You Have to Carve Out a Freelance Niche?
In my five years as a freelance writer, I have so far avoided the thing that most people told me I’d eventually have to do, which is to carve out a niche for my writing.
Read more
Mind the Credentials! Why Creative Work Needs More Than ‘Experience and Qualifications’
What kind of creative work are you really looking for?
Read moreIs there a secret to good writing?
Why is the Pope "allergic" to adjectives?
(That's not the start of a joke.)
Read moreWhy You Must Write as Who You Really Are (Not as You Want To See Yourself)
Reader, I called bullshit.
Read moreHow to Tame the Fear That Lurks Behind “I Haven’t Got Time to Write”
Strategies to beat your writing monster into submission
Read moreFun Creative Resolutions to Make You Happy in 2021
How to take the pressure off... and just enjoy being creative.
Read moreThe Art of Asking for Advice (or Why Should I Care if You Want to Be a Writer?)
What's in it for me?
Read more
How to Be (or Stay!) Creative in Lockdown 2
Ideas to help you keep that creative well flowing.
Read moreWhen Schedules, Goals, and Rituals Don’t Work
Why failing to plan could be just what you need to succeed.
Read moreHow Dare They Criticise Me! How To Make Good Use Of Feedback
How not to drown in other people's opinions.
Read moreIf You Want To Be Ultra-Creative, Channel Your Weirdness
What are the events, loves, or random quirks of character that really make you, you?
Read more
Why Should I Write About That, When Others Have Done It Already?
Nobody else can tell a story in quite the same way you can.
Read moreAll Hail September, Month of New Beginnings
Get ready to shed the skin of summer, and begin a new creative project.
Read moreWhy (The Right) Words Matter, More Than Ever Before
In these unprecedented times, words count.
Read more(Don’t) Show Your Work: How To Become A Confident Creator
Create like nobody's watching... so that when they are, you're ready.
Read moreWhy ‘Explain Your Obvious’ is the Secret of Persuasive Writing
Explaining what’s blatantly obvious to you, could turn out to be advertising gold.
Read moreLife in the Time of Coronavirus
There’s something reassuring about businesses carrying on as ‘normally’ as they can...
Read moreGSOH Required: How to Write an (Effective) Online Dating Profile
"...it’s detail that will make you stand out, and most people aren’t mind readers."
Read moreWho Do You Want to Be Today?
This is a story about a career transformation. And Take That.
Read moreWant to Write Like A Human? Mine Your Inner Monologue
"You can’t be on somebody’s side, if you don’t know what they think or how they feel".
Read moreBlogging, and the Importance of Bodacious Self-Expression
...they were learning how to express their true feelings in words, and the results were honest, uplifting, and totally magnetic.
Read moreHow to Learn from People Who Aren’t Like You
No matter how scary it seems, learning from difference will benefit you much, much more than the comfy mediocrity that similarity brings.
Read moreSecret Sauce to Give Your Blog Posts Added Spice
"If you want to grab readers’ attention, you have to start with the heart."
Read more
How to Transform Your Blog Into a Book
If you have trouble motivating yourself to write that next blog post, whisper a little reminder: this could be a book one day.
Read moreWriting Lessons From Improvised Comedy
There’s something fascinating about a group of people being silly on stage, especially when they’ve probably all got mortgages and serious jobs.
Read more
Does Your Website Need a Copy Refresh? (Mine Did)
Revamping your web copy will give your business the gift of reconnection.
Read moreHow to Plan Your Career Change CV (Hint: Be Selfish!)
"If you really want to change your career, you have to be determined, and you have to be selfish."
Read moreWriting to Sell? Weird Words and Crazy Phrases To Avoid
This is a blog post unlike any other.
Read moreThe Trials and Tribulations of the Freelance Holiday
As a freelance writer, taking a break is always a challenge. But I push on through the guilt, and here's why.
Read moreHow to Write a Review (That's Actually Useful)
Reviews get read, because people assume they might be useful. Don't disappoint them!
Read moreThe Magic of Kismet Marketing
Has your marketing strategy got room for some unexpected magic?
Read moreSEO Copywriting (and Other Ways to Make Your Business Sound Boring)
Don't write for search engines, write for people.
Read more
Is your business preaching to the converted?
How to sell your amazing ideas to a brand-new audience.
Read moreThe foolproof formula for blogging success
How regular blogging will boost your business - as if by magic!
Read moreThe Art of the Written Compliment
If you're too embarrassed to give (or receive!) compliments, writing it all down can work wonders
Read moreLooking for a way to beat the January blues? Start with a letter
It's Universal Letter Writing Week - how will you celebrate?
Read moreStraight from the heart: how to write irresistible words
When you give people a piece of yourself, you will naturally engage them.
Read moreIf you can’t take criticism, don’t be a writer!*
You can always learn from other people's insights - good or bad
Read moreWhy a degree doesn't equal real-world competence
Sometimes, just putting the work in is enough.
Read moreFreelance reflections in the snow
Just like building the perfect snowman, carving out your freelance identity can be tough!
Read moreHow to write interesting content for any business (even yours)
You're writing great content. So why aren't people reading it?
It takes time to craft compelling
Got a book or blog to write? Beat the block and get it done!
November means #NaNoWriMo - so whatever you're working on, it's time to get it done!
Read moreHow will I sound like me, when you're doing the writing?
Ironically, it's when you're writing about yourself that you will sound least like you. Hiring a writer to do it for you can bring a whole host of benefits.
Read moreWhy storytelling is your secret weapon in business (and how to do it properly)
Learn how to live happily ever after through the power of storytelling
Read moreDecoding the mystery of SEO
"SEO" is an often confusing term for those not well-versed in website maintenance. In reality, it's not quite as confusing as you might think!
Read moreWhy writing short copy takes a long time
Writing short copy is often much more frustrating than long tomes! Get started on something short and snappy with these tips.
Read moreHow to brief your copywriter
Trusting someone else with your words can be one of the best things you do for your business - but it has to be done properly!
Read moreWhy you definitely shouldn't write a book in a weekend!
Writing books is big business - or at least it can be, if you get it right. For starters, this means not rushing the process!
Read moreRead this before you publish you're next blog post!
Do you edit your work before you publish it?
Read moreCreate a schedule you can stick to (it's not as hard as you think!)
Creating a schedule can be a difficult task, especially when you're planning for work you're not being paid for - or that nobody is expecting! Here's how to get started on crafting a time plan that will work for you.
Read moreCopywriting for beginners
Whether you want to hire a copywriter, or just want to give it a go yourself, it can be hard to know where to begin. My experience on the copywriting trail has helped me discover a few handy insights.
Read moreFor that special person who has everything, give the gift of words
If you know someone who already has everything, give them something truly unique - special words.
Read moreThe truth about blogging for business
Are you reading this over coffee, or maybe as you wait for a late train? Blogging for business is a handy way to keep in regular contact with your followers and show them the human side of your company, but it can be difficult to keep it going once you've started. It's worth it, though - so here are a few tips to keep your blog posts consistent and entertaining.
Read moreHow to write your life story
With a new year on the horizon, why not make a resolution to tell your life story? Committing your personal tales to paper can be a rich and rewarding experience for you to write and others to read...for generations to come. Here's how to get started.
Read moreHow to pinpoint useful e-information for your business…without going crazy in the crowd!
Are you often left with the feeling that you don't quite know enough about all the online tools you can use to promote your business? How about website analytics...shouldn't you be checking them every five minutes just like the experts say? Relax - here's how to take advantage of all the advice available online, by defining exactly what YOU want to know.
Read moreFitting in ‘me’ projects – five panic-free time management tips for the professionally overwhelmed
Is time getting the better of you? With a growing business, several passion projects on the go, books to read and friends I'd quite like to see, I was starting to feel overwhelmed...until I decided to take a closer look at planning my time more effectively. Here's how you can do the same.
Read moreUse your sense of style to build trust and win business!
Looking for ways to sound consistent and authentic in your written communications? Here are a few tried, tested and original ways to do just that.
Read moreGhost stories…how shadowy script can light up your life and work
BOO! Like a ripe pumpkin Hallowe'en has rolled around yet again, so what better time to extol the benefits of ghostwriting, definitely not just the province of bargain-bin bound celebrities.
Read more"I'm a Quiet Revolutionary..." she whispered
I'm very proud indeed to be featured as this week's 'Quiet Revolutionary' - a celebration of all things introverted.
Read moreHow I escaped the corporate cage and set myself firmly on the ‘write’ career path!
An encounter with a corporate headhunter made me question my career - why was I still doing something I didn't love? Here's how I formulated my corporate escape plan and found a career I truly enjoy.
Read moreSTOP! Attention-grabbing writing – made easy
Everybody's busy these days - far too busy to read all the words that come their way. Get the right people to read YOURS by honing in on your ideal audience and creating compelling copy that will get them hooked.
Read morePersonal copywriting - attract a new boss AND a new relationship with the perfect profile!
Are your online profiles a bit lacklustre? Don't waste a perfect opportunity to speak directly to the boss or partner of your dreams - use the power of personal copywriting to describe what makes you, you - and get ready to reap the rewards!
Read moreGoing it alone - surviving self-employment
Going it alone, releasing yourself from the shackles of a traditional nine-to-five, is exhilarating. It's also incredibly scary! To celebrate my first quarter-year in business, here are some of the most important lessons I've learned from the front line.
Read moreBlogging - not just for hipsters and sicksters*
Regular blog posts - especially if you run a business - can drastically increase your following, as well as helping you beat the competition by describing how you do things your way. Read on for a few more great reasons why you should join the blogging revolution!
Read morePlan a memorable speech...in three easy steps!
Great speeches vary in tone and content, but they all consider the same elements - who they're for, what they're about and why they're being heard. Here's how to plan yours effectively, so you can conquer any nerves and make your speech memorable for all the right reasons!
Read more