Have you ever noticed what it is that draws you into an article, book, blog post, booklet, or anything else you're reading? Yes, the content is certainly a key part of what attracts you. The overall style or tone of the writer is another part that keeps you reading. There is still something else you may never have considered, something that can feel like an annoying pebble in your shoe without ever realizing exactly what it is that's somehow off the mark, unsettling, and even annoying.
That one thing triggering your reaction can be that the writer is mixing it up in talking about themselves, talking to you, and then talking about something that is neither you nor them. They are confusing you in the process of all of that.
When you are writing, these are among the possibilities where your focus is going, intentionally or unintentionally.
All About You
Talking about "I," "my," "me," and "mine" serves a limited purpose, Your reader expects your experience to be the basis of the information you are sharing with them, so all that self focus is unnecessary within the information you are sharing with them. When you talk about "we" or "us," you are being presumptuous in including them in your statement. You may feel you are using that as a way to draw in your readers. Still, your choice in doing that is often counterproductive and more divisive than inclusive.
All About Someone Else
Using examples of "them" can be helpful. Those examples can be even more helpful when you bring the example clearly back around to directly referencing your reader and their situation. There are ways to make that connection so you still use the example of someone else.
All About Your Reader
Talking to your reader with generous use of "you" and "yours" is the magnet to draw your readers into what you are sharing with them. You can personalize your presentation so it becomes a conversation between you and your reader. You may have a proven system that you know will solve their concerns. That is what is important to them, that you have something that solves their problem. The difference between "you will experience the results you want from a proven system" and "I have a proven system I use with my clients" is a subtle and powerful difference.
The most unnerving, unsettling, and confusing of all is when you mix up your writing to have all of those targets within the same publication, writing about you, them, and someone else. Your reader may not know exactly what is causing their negative reaction to your otherwise brilliant information. However, their reaction may ultimately send them away from you instead of toward you.
ACTION - Review your writing to see how much and how consistently you are talking TO your reader. You may not have ever noticed or even thought about this before you read this article, or this might be a great reminder to you of something you learned when you were first considering creating a product from your bite size brilliance. Talking TO your reader is one of the easiest and quickest ways to deepen your relationship with whoever reads or hears anything you share with people who are eager to learn from you.
© 2015
Paulette Ensign, Tips Products International Founder, never dreamed of selling a million+ copies of her 16-page tips booklet 110 Ideas for Organizing Your Business Life, much less in four languages and various formats without a penny on advertising. She's made a handsome living and cross-country move from New York to San Diego recycling those same 3500 words since 1991. With over forty years' experience worldwide with small businesses, corporations, and professional associations in numerous industries, she lives a mile from the beach, keeping her young at heart.
