This article was provided by Shaun Buck and our friends at Newsletter Pro, an industry leader in print newsletters for small businesses. Their goal is to help businesses grow to their full potential with marketing strategies that seek to strengthen relationships with their prospects and customers. Click here to learn more.
When you think about the greatest stories that you’ve heard in your life, what comes to mind? Initially, you might think about some epic tales like Homer’s Odyssey or J.R.R. Tolkein’s The Lord of the Rings trilogy, but take a moment to dig a little deeper and understand why. Sure, the epic fantasy setting helps captivate our attention, but it’s the authors’ abilities to make such an exotic and extraordinary story relatable that truly intrigues us and brings us back for another read.
When I first started Newsletter Pro, I met with every client and did all of the writing, editing, and designing for their newsletters. During my interviews with clients, I was often approached with the same concern and questions. My clients were worried that they weren’t interesting enough as people and wondered how they could spice up their story to make it more intriguing. Even now, years later, clients still ask this question, and the solution is actually fairly simple.
To create a strong marketing campaign or a piece of writing in general, you do not have to weave in an elaborate and extravagant tale. Instead, you should focus on making your stories simple, authentic, and relatable.
You may be thinking that you don’t want your stories to be simple because oftentimes simple can mean “boring.” If you write the greatest piece of writing ever but only a handful of people truly understand what you’re trying to say, is it going to benefit you or your business? It’s important to make your writing easy to understand for everyone who may read it. That way, you won’t eliminate any potential clients who don’t comprehend exactly what you’re trying to say.
Additionally, it’s important to try to make your writing feel like it’s authentically you. You don’t want your writing to come off as a sales pitch or sound as if you’re trying to establish yourself as someone you’re not. You want to make a real connection with your readers, and the best way to do that is by being yourself.
Lastly, you want to make your writing relatable. The Harry Potter series never would have been as popular as it is if the readers weren’t able to relate to Harry, Hermione, or any of the other characters. The same can be said for just about any piece of writing. If people can’t relate to your stories or experiences, they aren’t going to continue reading your work. You don’t have to create a relatable persona of yourself, but your stories should not be so niche that nobody else can relate to them.
Writing is just as much an art as it is a science. If you know how to write in a way that’s relatable, authentic, and simple, you’ll have the best opportunity to bring in more readers and potentially more clients down the road. By following this strategy, you’ll be writing to a wider audience than ever before.
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