There’s a widespread misconception about writing that needs to be cleared up. We read a captivating blog, spot a witty billboard or receive a thought provoking direct mail piece and assume that some very talented writer sat down, opened their mind and let the words flow onto the paper. Done! The perfect content was crafted in a moment of sheer inspiration. Unfortunately this writing fantasy rarely exists in the real world. Instead, inspiration must be paired with strategy and a great deal of pre-planning before fingers ever hit the keyboard.
Oh it’s tempting to dive right in. Feeling a rush of creativity, you figure the smartest thing you can do is to get it all out while you have it. I’ve tried this myself. Still, all I’m really left with is a disorganized doodle of words and phrases that, while they sound great independently, require as much time and editing to string together as if I were to just write a new article from scratch.
I’ve since realized there’s one thing I must always do before I begin writing. I don’t write the introduction, craft a title or pick out a piece of accompanying clip art before I’ve answered just one question…
What effect do I want to produce on my readers?
This is more specific than how it reads, so let me explain a bit further. Every great piece of writing evokes some type of emotion – hope, joy, fear, excitement, doubt, anger, trust, curiosity and the list goes on and on. After pondering this, I promise you that you will analyze what you read the rest of today more critically. And you’ll find that it’s true. Effective content centers on emotion. What you must determine before you begin writing is exactly what emotion from your readers will be of most value to you and the purpose of your writing.
One of the forefathers of professional copywriting, Robert Collier, says it like this. “Before you put pen to paper, before you ring for your stenographer, decide in your own mind what effect you want to produce on your reader — what feeling you must arouse in him.”
Create a Magnetic Headline
Once you’ve selected your desired emotion, every other component of your writing will work to emphasize it. A big one is your title. This should be carefully crafted to be emotionally charged. Aim to create a magnetic headline that readers can’t pass up. Check out the one I chose here, “The Number One Thing You Must Do Before You Begin Writing.” As the reader, this plays to my insecurity of always striving to be a better writer. I wouldn’t dare miss out on learning the one thing I “must” do before I write. It evokes an emotion that is strong enough to drive me to read on. This leads to another important point…
Select the Strongest Emotion
You want to choose the strongest (relevant) emotion that will make your readers act. My example of insecurity is a powerful emotion that identifies a reader’s weakness and leads them to seek a solution – which your writing should provide. Less influential emotions like empathy or contentment won’t create the same urgency for action. If using a negative emotion, you must make your readers feel uncomfortable enough to want to change something. If using a positive emotion, you must tempt readers with a benefit so life-changing that they can’t pass it up.
Avoid Scare Tactics
Emotions lead us to act, but if too strong, can also turn us off. What may appear to be just words on paper actually hold the power to draw us in to a new reality (talk to any Harry Potter fan), so use with care. When selecting a strong emotion, don’t overly dramatize your writing. Scare tactics and overwhelming sadness can make readers uncomfortable enough not that they’ll act to resolve the emotion, but that they’ll shut down and tune out. One classic example of this in video form is the ASPCA’s “Arms of the Angel” commercial. It’s been spoofed many times over because I don’t think anyone can watch the whole thing without turning it off or crying so hard you can’t see the phone number to call to make a donation. While it certainly evokes a strong emotion, it’s overpowering to the point of becoming less effective than some of their newer, toned-down commercials you’ll see on TV now.
Remember, when it comes to incorporating emotions in your writing, a little goes a long way. First select the strongest, most relevant emotion that will compliment and promote your message. Then, center all other aspects of your writing, like creating a magnetic headline, on this emotion. The end result will be content that is organized, creative and effective – from start to finish!
How do you determine the effect you want to produce on your reader before you begin writing? Share your thoughts and ideas by commenting below!