This is a persuasion technique. It is the art of matching the other person. And it’s a deep subject, but here are some strategies. If the person:

• Has a slower cadence. Slow yours.
• Has a lower tone. Lower yours.
• Uses words like wanna. You’re gonna wanna do it too.

The idea is that it helps you be more like them. More likable. We like doing business with people we like.

How can you use this in your writing?

I am glad you asked.

Example 1:

If your reader is laconic. Give them the information. And bounce.

Example 2:

If, on the other hand, you know the reader likes to have ALL the information. They prefer the BIG picture to be given to them. They really want to feel like you spent a lot of time and effort crafting this message for them. You might add a little color to your writing. Put on a show. Annnnnd then…bounce.

They scan.

That means you have to do the heavy lifting.

Here are three easy ways to help people scan:

Frontload

Put the most important information at the beginning of the sentence. The most important sentence at the beginning of the paragraph. And the most important paragraph at the top of the email.

Bullets

Bullets help you:

• Communicate efficiently.
• Draw attention to the most important information.
• Move the reader down the page.

Headers

Headers and subheaders stand out. The reader gets the gist of the content and decides to dive into the details. Or not.

If it is possible to cut a word out, always cut it out.

Orwell

That is the third rule of Orwell’s 6 Rules on Writing. But just because we have a rule doesn’t mean we have to follow it. Right?

I mean. Without losing meaning, Orwell could have said: Cut words out if possible. And, I didn’t really need to say, “I mean” at the beginning of this paragraph. Or “really” in the middle of the previous sentence.

But sometimes, words add to your likability, don’t they? Especially words that your reader would actually hear you say in a conversation.

And don’t forget about context. When writing to someone you know, an occasional useless word is overlooked. Even endeared. But not so much in a formal setting.

Coincidently, I’m reading Orwells’ My Country Right or Left. It’s a collection of essays, letters, and op-eds written between 1940 and 1943. Context shines in his writing.

In letters to friends, there are lots of unnecessary adverbs and syllables. But not the op-eds.

To answer the question. It depends.

When you find what you’re looking for, you don’t keep looking. You stop.

Do this when you write.

Sell your message. Tell your reader what they need to know. Or what they need to do next. And then…

Stop.

In order to write successfully, you don’t have to become a great writer. But you do have to make yourself likable.

Gary Provost

That’s a quote from Gary’s book 100 Ways to Improve Your Writing. It’s also the inspiration for this site.

Effective writers must be likable. Whether you’re…

• Teaching
• Coaching
• Selling
• Or writing an email

…you have to connect with your reader.

Forgetting the reader is a person is easy to do, isn’t it? I mean. At best, you have a picture. But often, the only thing you have is a computer-generated avatar.

Your reader is a person. And they need to know you care about them.

Here are three strategies:

1. Think about what you want to say before you write.
2. Picture the person using your content.
3. Remember the relationship. EVERY interaction you have with your reader can build on the relationship OR destroy it.

I use them. Maybe they’ll help you too.

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