With Hong Kong exceeding 50,000 new COVID infections per day, it’s looking like work from home arrangements and extended social distancing protocols are becoming the norm again. With face-to-face meetings falling out of favour, email and instant messaging have become the preferred methods of communication for many. As text lacks the visual cues provided by facial expression in a face-to-face chat, some people argue that written communication lacks emotional impact.
How can we better express enthusiasm in our writing when recipients are unable to see our faces? You might just be surprised by how effective some of these tricks are!
The impact of wording
Exclamation marks are an easy way to convey enthusiasm in text, but only a lazy person would rely on them exclusively. Imagine reading an email or article where every sentence ended with an exclamation mark! That’d be like getting assaulted by a cheerleader with a megaphone!
It’s not very nice to read and it definitely shows a lack of professionalism.
Instead, we can use specific wording that evokes feelings of enthusiasm. For this, Forbes senior contributor Avery Blank suggests using words such as “excited” or “thrilled”. “A word (or two) is sufficient to indicate excitement,” she explains. “Just like using too many exclamation points, too much exciting language can be distracting and take away from the main point of your communication.”
Furthermore, consider weaving power words into your writing sporadically. Words like “bargain” or “effortless” trigger emotional responses in readers, thus creating greater motivation to continue reading.
Exclamation marks don’t need to be axed completely, but they should be savedyou’re your most important points. “If you make the decision to use an exclamation, do not use the word “excited” or a similar word in that sentence. It is redundant and excessive,” adds Blank.
The power of passion
In conversation, it’s fun to talk with someone who is passionate about a subject. Assuming you are actually interested in learning more about the topic, finding a person who is eager to share their knowledge can help you quickly get the gist of the subject – and perhaps dive deeper into more specific details.
The same concept applies to writing. If you can provide some unique insight or a deeper perspective on the topic at hand, audiences will be more likely to keep reading. General knowledge copied off Wikipedia is something that anyone can access, but knowledge directly from an industry veteran or subject expert is a rare opportunity – so be sure to reward your audience for their time.
“Still, be brief,” points out Blank. “Sharing in-depth knowledge does not mean you need to be verbose… Apply your perspective to an interesting aspect of the topic. Share a unique idea that would be new to the reader.”
For example, if you’re trying to promote the newest designs of alloy wheel rims, you don’t need to go into detail about their history and how they’ve come to be. Instead, talk about how they perform in the winter or cold conditions versus traditional steel rims. If the weather is unexpectedly cold or going to be, this sort of information would be very timely and relevant to customers!
A swift reply
Nothing demonstrates interest and enthusiasm like a prompt reply. If you were to send a query to a big corporation, you’d likely get an automated response followed by hours and even days before you receive an actual reply from an employee. By then, you may have already found the answer from another source – or worse, lost interest completely.
A quick reply fixes all of this. While it’s unreasonable to be glued to your computer or phone all day answering emails, Blank believes you should reply within the 24-hour golden period. “It indicates to the reader that you are excited about the subject that you can’t stop thinking about it,” she writes.
The faster you respond to email, the more it will feel like an active and engaged conversation on instant messaging. However, it pays to maintain the formality of email etiquette. A terse “K. thx” is still off-putting in a business environment, no matter how quickly you reply.
Ask and ye shall receive
A one-sided conversation isn’t much of a conversation at all. As much as you may want to say yes and agree to everything (perhaps to secure a job or the interest of your audience), don’t be ashamed to ask questions.
Conversations require active input from both sides, and questions are a great way to show that you’re both listening and invested in the conversation. Ask yourself this: if the roles were reversed and you were a customer, would it be okay to ask the marketer questions? Of course it would – it’s encouraged! A true conversation requires reciprocation, meaning marketers shouldn’t be afraid to ask relevant, insightful questions.
How should we go about asking questions? Josh Spector of Medium recommends the following:
· Don’t ask yes or no questions
“Open-ended questions generate more interesting responses because they unlock more information from people,” Spector explains. Beginning your question with the words “why” or “how” is a great way to avoid the yes/no question trap.
· Ask about specifics, not generalisations
Generic questions lead to generic responses. Instead of asking your audience “what is troubling them”, ask “what troubles you most”!
· Ask for clarification or follow-up
If you aren’t satisfied with an answer, pressing for elaboration a valid option – just like a good doctor or detective would. For example, if your correspondent has trouble getting a good night’s sleep, consider asking what sort of measures they’ve already taken. Exercising before bed? Warm milk? Medication? Knowing what they’ve done can help you make a more informed answer!
Alternate methods of contact
Even though most writers love to write, others may not be so comfortable putting pen to paper (or fingers to keyboards). Let them know that you are enthusiastic about continuing the conversation by offering an alternate channel to communicate.
Not only is this considerate in international business (where English may not be the correspondent’s native language), but it provides the illusion of choice, in which people are happier when they believe they have control and free will over their own actions. Simply offering more contact options will yield better engagement from a wider range of audiences. Be it through a phone call, text message or Zoom meeting, the more options you offer, the more your audiences will feel you are making the effort to communicate on their preferred terms.
Becoming more expressive and enthusiastic in writing is easier than it sounds. By mirroring what a good conversationalist would do in a face-to-face meeting, you can elevate your written communication to be just as effective!