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Writing for the group
While individuals may be insoluble puzzles, in the aggregate they become mathematical certainties.
Sherlock Holmes
When writing to sell your business to people, you can’t be sure how any one individual will react to your words. However, you can write so that the majority of your audience (and by audience I mean people who are possibly going to buy from you, rather than the entire global population) will react the way you want them to.
This means it is important to remember that one negative response is not the end of your business, and may not be representative of everyone’s reaction. It also means that you need to use words and expressions that many people will understand, not just ones that a few people will relate to.
Writing for a group will bring better results than writing for one or two individuals – although writing as if to individuals is still effective and personal.
What’s in a name?
My daughter recently discovered that people didn’t live at the same time as dinosaurs. She was shocked and didn’t really believe it.
“But if people weren’t alive when dinosaurs were, then how can people know what they were called?” she asked.
It lead to a discussion of why we use names for things – even things that we don’t see in our everyday life. Names save us time, words and energy, as well as individualising us as people.
When writing, the choice of a name can be really important as names also set the scene. Names can give information about the person, such as gender, nationality, personality and age, and about the theme of the writing.
And it’s not just naming characters in fiction stories either. When I am writing something that includes examples, I take care to use names that imply a mix of people – for instance, using male and female names.
Word Constructions ~ for all your business writing needs
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