How to make your readers really *feel* something

Did you know that the words you choose create a ‘mood’? A feeling that your reader can’t help but pick up on?

If your paragraphs are peppered with words like can’t, won’t, cloud, crisis, struggle, difficulty – even if you’re not talking about good things – the overall feeling will be gloomier than a rainy UK weekend.

Read this:
Typically, teams have relied on cumbersome in-house tools or heavily manual processes when trying to manage risk.

Ugh. Heavy, isn’t it? Cumbersome. Manual. Manage. Risk. ⛈️

Now, try this:
You already eradicate risk using tools that aren’t fit for purpose. Just think what you could achieve with the right setup.

We’re saying the same thing, but doesn’t it feel about 12 stone lighter? More optimistic? 

Now, head to your latest blog post, sales copy or LinkedIn post. Chuck it into a word processor and highlight any negative language. That means anything that gives you a sad face when you read it. As well as the obvious ones, I like to look out for violent language that we all use in day-to-day contexts (things like tackle, attack, take a stab at) and see if I can switch it out for something that feels less aggressive. 

I’m not saying negative words don’t have a place in your copy. Used in the right context they can make your reader feel understood, make them realise you feel their pain. You get them. You might be selling postpartum products, where being chipper about their challenges would read as downright insensitive. But sometimes, often, we do well to give people a lift. It gives them a sense of how they feel once they’ve chosen to buy our stuff. 

Give it a try in the next post you publish. Switch out some of the neggy heavy words for something more uplifting. ☀️

If you’d like to chat more about writing for your business, I’d love to hear from you.