Why Everyone Should Add Real Feelings To Their Writing
As an adviser and writing mentor to business owners, I find myself talking less about “hey, here’s the formula for writing a headline” and more about feelings these days.
As in, I think it’s a good idea to name real feelings in your writing.
Now, before we go any further, let it be said: there’s a certain amount of Fake Emotion on the internet. Everyone’s excited about their new thing. Everyone’s thrilled by what they are about to tell you. Everyone’s confident that no matter what you’ve tried, this time it will work.
Meh.
Meh, I say.
When I meet people who maintain that level of enthusiasm in real life, I try not to be around them for very long.
Must be the writer in me.
What I suggest instead, if you are looking to connect and move an audience, is to drop with the excitement, the thrilitude (yes, just made that up), and the confidence, and name the real feelings your audience is having about their situation.
Be warned — there is a distinction you should be aware of:
- Super deep feelings
- Safe for work feelings
Super deep feelings are the ones you may sense your audience is having – maybe you know because you used to feel that way, too. I sometimes ask my clients to “feel what your client is feeling, before she comes to work with you.” Often, it feels very sad. Or alone. Or frustrated. Or hopeless. Or really, really tired.
When I tune in to those real feelings, my whole body feels sad. And my head, when clear and paying attention, says something like, “man, THAT sucks.”
I think it’s useful to feel into the super deep real feelings of your potential clients. But that stuff is more for your internal use only. If you write and talk about those emotions, it’s a bit much for other people. It’s like looking directly at the sun. The truth is just too bright.
Safe for work feelings? Well, those are the ones to use in your writing. My friend Sarah was recently telling me about how she talks to her sons about their feelings. They use words like scary, mad, worried. Safe for work feelings are not at all threatening; that’s why they work so well. They are simple. They signal there is an issue in need of a little help. But without making a reader feel like a total helpless idiot.
Two of my favorite SFW feelings right now are frustrated and confused.
People are hungry for real. There’s so much fake stuff out there. So much loneliness. So much hurt. If you can say a real thing, it really stands out. They will notice you. They will listen.
Great copy doesn’t come from your head. It doesn’t come from your ability to memorize tired headline formulas. It doesn’t come from promising people the moon.
It comes from saying something awesome.
Real feelings are awesome.
Mighty thanks to Sam McLean flickr photostream for the fake pizza image.
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