You as a writer and author, while building your audience are becoming a brand. And your writing is your best branding and marketing tool that exists. Words, emotions, message you transcend through your writing is that magnet that attract readers who share your values and point of view. But once they jump into your writing boat, you and your readers began to interact and build certain relationships; things become different, and a little bit complicated. But you as a writer, don’t want the status: It’s complicated. You want the status: Engaged.
Think about it for a second:
When you are in a relationship with someone and you enjoy it:
- it is a person you are looking forward to see;
- it someone you care about and like spending time with;
- it’s probably someone who shares your values as well;
- you interact on the basis of mutual trust.
Even classical marketing is moving from brand oriented marketing to marketing that is oriented towards building relationships.
To truly understand what kind of impact is your writing having on your readers you can ask yourself these questions:
Did my writing enabled me to build meaningful connections with my readers?
If not, what can I do to emulate the positive dynamics of such relationships?
- It has to be a content your reader likes spending time reading;
- It has to offer something of interest that makes your reader want to expect fresh content and read it again;
- That content deals with topics your reader cares about and shares his values.
In order to achieve these objectives you can apply certain tactics through your content:
- Offer your readers opportunity to know about you and don’t be afraid to show your vulnerability. In that way you are engraving that human component in your writing and building foundation for future relationship.
- Offer understanding, compassion; be helpful through your writing.
- Use catchy anecdotes and funny stories that are amusing and captivating.
- Show you’re interested in their perspective on things, even if it doesn’t agree with your own.
- Don’t be afraid to repeat yourself. What I mean is that pretty much the same message you deliver you can say in different ways and modes of expressing. People digest information differently. I remember while I was working with students, the more graphics I used, the students at the class were more ‘tuned in’ with the information, absorbing it in with wide open eyes, not wanting anything to miss. So use visuals as well, audio features, retell what you have to say in different ways.
- Be chatty. Start a conversation by asking questions.
- Always spice up everything with your quirkiness, with something that makes you different and that can enrich your content to the level it is worth remembering and sharing.
- Let your readers know that you are accountable and professional, but throw some ball once in a while. Add some playfulness in your writing because too much of serious approach can be sobering and counter effective.
- But never go across the line of NOT being you. What ever you write, be true to yourself because dishonesty leads to mistrust and deceit and like in any relationship, your reader might just break up with you and your writing (remember: rebound can be painful 😉 ).
Why does this written doe bound through these written woods?
For a drink of written water from a spring
whose surface will xerox her soft muzzle?
Why does she lift her head; does she hear something?
Perched on four slim legs borrowed from the truth,
she pricks up her ears beneath my fingertips.
Silence – this word also rustles across the page
and parts the boughs
that have sprouted from the word ‘woods.’
Lying in wait, set to pounce on the blank page,
are letters up to no good,
clutches of clauses so subordinate
they’ll never let her get away.
Wislawa Szymborska
