Too often, we start writing by thinking of what we want to say. That is only part of the equation. Ask any married couple if they communicate better when they adapt to their partner and you will immediately see what I mean.
Whenever we produce written content, we are writing for someone: our audience of readers. It is therefore important to write from their perspective. This means taking into account what they are looking for, what they want to hear, what they like. It means tailoring the message to make sure that our ideas are heard.
That is what makes good communication cement relationships and create emotional attachments. It also applies to any kind of written content.
An idea or argument that we want to communicate must have hooks. These are elements for the audience to relate to, something that makes them put their guard down. When you write, you are fishing and hunting at the same time. You plant words to attract your audience's attention and you are also going after a specific type of person by using a targeted platform for your message. Either way, you need game.
Humour works well, but is hard to do right. The best way is to smuggle your idea or argument within another, less disruptive proposition. This often leads to a form of entertainment because, when we are entertained, we open up.
Entertaining content doesn't need to be dumbed down or simplified. It needs to make you feel good when you read. It needs to make you want to read more. You're entertained when you forget the rest and focus on what is entertaining you. That's why the funny guy always seduces the girl.
From a fiction story to a newsletter, keeping the audience in mind and entertained is the key to successfully putting a message across. What we want to say matters less than how we say it. If we truly want to be heard, to be understood, we need to shape our words for others to embrace.
Let the games begin.
