Alot of the work I do now, or the stuff I've done in the past involves writing on behalf of somebody else. For example, ghost-writing a blog, making an announcement on behalf of a senior leader, or creating a website for an entrepreneur.
Doing this kind of work forces you to listen carefully to the words people use. For me, it's become a compulsion inside and outside of work. And when you integrate people's words into their copy, it gives it so much more credibility.
I don't use that word
Most people use specific words on a consistent basis, often without even knowing it. Sometimes a client will quiz me on the choice of a word within a piece of copy. But when I explain it's part of their own lexicon, they're often amazed. They always let me leave it in though because they appreciate it adds that splash of authenticity.
Time to fess up
Confession time. Sometimes I might not like the words a client frequently uses. But I've learnt to push my preferences to one side. If it's used in the right way, it doesn't matter. It's way more important to me that the copy sounds credible.
Corporate copy needs to be credible too
Here's a little story that's stuck with me for ages, and hopefully proves to you that credibility counts.
I once had to write an announcement on behalf of a Managing Director to communicate significant news. It involved telling his entire work force – of many thousand – about headcount reductions.
Many other departments in the company were going through the same change and so a central piece of communications had been drafted by HQ and signed off for all to use. All we had to do was add an introductory opening sentence and stick the Managing Director's name on the bottom. Simples.
No way! The communication professionals that followed those instructions to the letter failed miserably in my opinion. Didn't they realise that people across different departments talk? It simply landed as a piece of corporate spin, sent out with little thought for the recipients of that message.
But taking the time to craft a message that reflected the true thoughts and sentiment of the Managing Director – in their words – paid dividends. Yes, the message was still hard to swallow, but at least it landed with some authenticity.
These words are for real
Here are the top five words or expressions from the mouths of the people I've worked with – or are still working with – that I diligently weave into my copy. Out of context, they may sound a bit random. But then again, you may recognise them if you know my work!
- It's not rocket science
- We need to move at pace. Let's move at pace. Do it at pace
- I genuinely believe that. I say this genuinely. I genuinely think that
- I nodded sagely. I sagely went about it
- Let's get a different lens on this
- It’s super exciting!
These words are for real
If you're writing on behalf of somebody else, listen extremely carefully to the words they use. Create a bingo card if you like! You'll soon notice they have their own lexicon.
Remember, it's your job to make sure the content sounds like it's come straight from the horse's mouth.
But every great communications professional knows this, right?
