How do people feel when they read your writing?
Do you think that is even a relevant question to ask?
I was ordering some more of the wonderful MiniCards from Moo.com. You might have seen them, they are brilliant, tiny business cards printed with your own pictures and text. While the entire experience is very cool, it was the copy that caught my attention.
Welcome to Moo, we print things from your stuff.
This phrase tells me these are people I would like to do business with. It made me smile.
How many times do you read website copy that friendly and honest? No “leveraging paradigms” here. You are not going to find a million-point mission statement, painfully crafted by some dreary committee and signed off by a gray-suited and grayer-haired chairman.
People want to deal with people.
Many of the traditional barriers in business are coming down. The old stuffy, sterile, forced, detached formal relationships are being replaced with more human, warm, touchy-feely, authentic interactions. More people are choosing to deal with human beings rather than faceless organizations. One to one on a mass scale.
It could be adding some warmth to your writing adds profits as well as good old warm and fuzzies.
You can spot writing with soul quite easily:
- Humor – Not necessarily telling jokes but rather not taking themselves too seriously.
- Stories – Personal experiences that are told in such a way that you believe this person actually exists.
- Language – It might be pushing it too far to suggest street slang (not that I could even attempt to be “hip and down with the kids. Yo.”) but a touch of humanity instead of business-speak goes a long way.
What it comes down to is being human and addressing your audience as people. Just try it and observe the response. It might just make them, and you, smile.