With COVID restrictions lifted only recently in Hong Kong, it’s not unusual to feel like we’ve been trapped in the same loop for the past 3 years. Even if we don’t have to work from home anymore, some aspects of our work and life may have grown slack – be it our attention to detail, adherence to schedules and timelines or even just finding the drive to get off of Netflix.
In December, Oxford named “goblin mode” to be their 2022 Word of the Year, and it is defined as a type of behavior which is “unapologetically self-indulgent, lazy, slovenly or greedy… typically in a way that rejects social norms or expectations”. It’s certainly an appropriate word considering the demotivating environment around us. However, such pitfalls can be escaped once you have the right tools and mindset – let’s recap some of our favourite writing tips over 2022 that can help you avoid becoming a copywriting goblin!
Lose the geekspeak
No one likes to be excluded from a conversation and this is especially true if you are keen on using “geekspeak” (or jargon) in your articles.
Although jargon is fine for use in internal settings, eg. a creative meeting or presentation with the board, it’s often unwise to assume your audience will be familiar with your industry-specific terms. Instead, always choose plain language whenever possible. For example:
Jargon: paradigm shift | disruption
Better: changes in ways of thinking and behaviour | innovations that radically change or benefit our operations
When people hear words they don’t understand, they tend to tune out… which is counterproductive when we want to persuade audiences to action! Even worse, using unfamiliar words can cause readers to question a company and its reputation.
“If you want me to buy your product, why are you making it so difficult for me? If you don’t know your audience, why should I bother with you at all?”
If this thought ever crosses your audiences’ mind, they’ve likely lost interest in your pitch.
In addition to alienating and confusing your audience, jargon is often associated with laziness. Unless you’re the person who coined the term and have a true understanding of what it involves, jargon followers are like parasites nipping at their host’s success. Instead, it takes proper consumer research and thought to condense complicated subject matter into content suitable for everyone.
Let your experiences be your brand
To say there is an overabundance of information on the Internet would be the understatement of the year – if your purpose of writing was solely to get information out there, there’s a high chance that what you want to say has already been posted in some way or form… but that’s not to say we should give up on the idea!
What makes your brand of writing uniquely yours are the personal experiences and associations used with your explanation. There will always be thousands of articles on how to build up your SEO game, but there’ll only be one article of the sort if you compared blindly learning SEO to your childhood bully repeatedly shoving you in a locker (in this case, the bully being Google and the locker being the back of the search results).
The willingness to share personal experiences, the ones that are embarrassing in particular, are a sign of sincerity towards the audience. We’re willing to show vulnerability because we want our readers to listen to us and to build emotional connection – this is how you make your writing special and worth reading.
Outsourcing is worth it
Not everyone can write at the level of a professional copywriter, which is why outsourcing your writing jobs can be a legitimate solution. This is true if any of the below applies to you:
· Your company doesn’t have in-house writers
· The content you want to write involves unfamiliar subject(s)
· Your team is swamped with existing work
· You want consistent publishing/delivery schedules
It’s normal to want to roll up your sleeves and take on difficult jobs yourself, but writing is a lot harder than most people think – especially if you want to demonstrate that you are knowledgeable and have content that is worth reading. Imagine trying to do any of this when your company knows little about the industry and have to spend days or even weeks researching the subject…
If you are trying to set up your brand, post consistency is essential for boosting your views and audience count – which requires your work to maintain high standards and posting schedules. Outsourcing frees up your schedule to work on other projects and/or to specialise your expertise, so why not leave the difficult work to a professional you can trust?
Show your enthusiasm
Professional writing generally aims to be as objective as possible, but that can also lead to the wrong assumption that it has to be dry.
Far from it, professional writing can and should be enthusiastic.
However, enthusiasm in writing is more than just slapping an exclamation mark at the end of every sentence. Instead, consider:
· Using power words or words that convey emotions in lieu of generic words – be “excited” or “thrilled” for a job opportunity
· Demonstrating your passion for a subject – being passionate shows your audience that you genuinely want to share your experience and expertise with them
· Answering queries promptly – audiences who feel that their time is valued are more receptive to your future content
· Asking smart questions – questions that can continue a conversation are ideal. Furthermore, don’t be afraid to ask for clarification if you don’t understand something. It’s always better to have confirmation early than it is wait for potential problem(s) to arise
Assert yourself
Even though writing is without a physical voice, it doesn’t mean that you should leave the tone up to interpretation. An easy way to avoid being a writing goblin is to portray and assertiveness:
· Show certainty when you are sure of something – maybe, possibly, perhaps or could does not inspire confidence
· Be specific – don’t bother with thing or stuff when you know for certain what something is
· Use power words to trigger emotional responses, but don’t forget to also include clear explanations for people who are more rational or logical
· Exclamation marks are best saved to emphasise a certain point or sentence – using them repeatedly creates the illusion that you are yelling at your audience
· Know the difference between assertiveness and aggression – if your writing bullies or guilt trips your audience, it’s aggressive. Assertiveness is about being clear and concise while respecting other people’s boundaries
Slacking is no way to rein in 2023… otherwise you’ll just be giving your competition a free pass. Although it’ll take more than a day to develop any skill, the effort you spend will keep your mind and writing sharp – and a sharpened blade keeps the goblins away!