Upgrade Your Writing with One Simple Skill
You believe in the work you do. But often the way you communicate what you do puts the emphasis on your business or service instead of the people you serve.
There’s one simple skill you can use NOW to upgrade your email blasts, letters, video scripts, and other communications.
Print out that message.
Grab a highlighter or pen.
Circle every instance in which the words “us, we, our” show up.
Now grab a different color pen or highlighter.
Underline every instance where the word “you” pops up.
Which one of those has more marks? If you’re like most people, there’s probably a BIG difference between those two categories.
To increase the impact of your message all you have to do is switch your focus. It’s simple. Let me show you what I mean.
Instead of this:
“Our operators are the safest, most reliable, and trustworthy in our industry. And we have the Google rating that proves it.”
Say this:
“You deserve reliable, trustworthy, and safe service. We are committed to giving you the best operators in the industry. And if you’re still on the fence, we invite you to investigate our Google reviews to put your mind at ease.”
Do you feel the difference? It shifts the focus off of you and makes the recipient the most important person in the conversation. Here’s another example.
Instead of this:
Our mission is to serve our community with excellence and empower our constituents to make informed choices based on informational integrity.
Say this:
We exist to give you information with integrity. You will be empowered to make choices that align with your values based on reliable data.
You can see the difference. You can probably FEEL the difference. The focus is not on what you’re doing but what the reader can become or understand or do. It’s full of potential. And you notice – there’s still a use of the word “we,” but the reader is the focus of this whole sentence.
And now a word of caution. Whatever you do, DO NOT just throw “because of you” at the end of your current writing. That’s not the same tactic. Focus on the reader, not just substituting words. Here’s what I mean.
Don’t do this:
“We have 1,000 followers and we are so grateful for the impact we have and it’s all because of you!”
GROSS. That is still making your business the focus, not the reader.
Do this instead:
Your support of this mission is making STEM education more accessible than ever. Because of you, 300 MORE kids are now engaged with opportunity and have access to a bright future.
There’s nothing wrong with the phrase “because of you.” It’s actually a mega powerful way to engage. But tossing it at the end of sentences won’t correct your writing.
If you reread this article, you’ll see that I’ve taken my own advice. You’re the focus. You’re the solution. You have the power to make change. Go ahead, skim over it again and you’ll see it’s all about you - not me.
So, to sum up – quit talking about yourself. Tell the reader why they matter and how their life will be different.
You might be thinking “That sounds good in theory, but I don’t have the time or energy to make it happen!” If you’re ready to upgrade your communications I’m here to help. Let’s talk about how you can give me the writing and focus on your own superpower.
And if you want more tips and tricks, download my free Communication Guide here.